Research Of Creative Marketing Of The Entity Bookstore In The Digital Age

In the digital age, the development of information technology and digital technology has brought strong impacts and challenges to the entity bookstore. The various factors lead to development dilemma. A lot of the entity bookstore manage with difficulty and even fail. Digital technology is forcing the bookstore industry into a turbulent period of industrial restructuring. The entity bookstore is in decline and some have already been belly-up. At the same time, to break the operation bottleneck and seek a breakthrough, some enthusiastically try to reform.Eslite Bookstore in Taiwan has achieved a balance between profitability and culture successfully, and even become a quality brand in the bookstore industry between Mainland China and Taiwan. In this study, Eslite Bookstore was selected as the research object. Based on the perspective of creative marketing, the study used the research methods of literature review and case analysis, to explore the creativeness of Eslite Bookstore marketing performance through the research of brand marketing, experiential marketing, internet marketing and the creative marketing communication in digital living space. In addition the study gives rational understanding and interpretation to the "Eslite mode" and explores the critical factors of success from the perspective of creative marketing, so as to provide beneficial thinking, concrete and viable strategies for the entity bookstore industry.Study found that in the digital age marketing has been endowed with new connotation and the entity bookstore does not really lack living space. Digital technology offers it more possibilities about creative marketing. Most importantly, the entity bookstore can face challenges rationally and scientifically, explore new business models according to their own situation, innovate on the marketing concepts and business strategies, strive for a favorable position in the process of industrial transformation and it is bound to usher the new space of survival and development.