The Development Strategic Of Yunnan XX Bookstore

With the rapid development of wireless network technology and computer network technology, there have appranced many methods to acquire knowledge and informations,such as the online bookstore, electronic books, Internet and so on. With their fast spread,reasonable prices and smaller region limit,these methods grow up quickly, has a tremendous impact on management pattern of brick-and-mortar bookstores.Yunnan xx bookstore as Yunnan’s largest chain bookstore can also be impacted by this trend in the recent years. The article aims to analyzing the management present situation of Yunnan’s largest physical bookstore system (Yunnan xx bookstore) under the condition of the Internet, to explore the dilemma Yunnan xx bookstore currently faces.On the basis of referring to previous studies, this paper discusses how Yunnan xx bookstore can manage the transition well under the existing market environment.This paper uses analytical method of SWOT to research the Strengths, Weaknesses, Opportunities and Threats of Yunnan xx bookstore, combines with the BCG matrix to categorize the bookstore’s sections and characteristics at present,according to three aspects of the market penetration, market development, product development and finally proposes some strategic measures which suit the Yunnan xx bookstore developing.