Research On Experience Marketing Strategy Of SDX Joint Publishing Company

Bookstore is always regarded as the most beautiful scenery in a city.However, we are astonished with the development of entity bookstore in recentyears. Data from Business Association of Book Industry of All-ChinaFederation of Industry&Commerce show that almost60%entity bookstoreswere closed in the past ten years, and the tendency is still spreading. The situationof bookstore is becoming the focus of social attention with hot discussion.Outwardly, it is the rapid development of on-line bookstore and electronicreadings that results in the hard situation of bookstore. Fundamentally, customershave changed their psychology and behavior in the era of experience economy. Inthe21century, goods and materials in globe have been enriched greatly alongwith the increasing improvement of productive efficiency, and consumers haveattached growing attention to product experience instead of acquiring morematerial products, thus demand for experience has become a significant contentof customer demands. Therefore, the experience marketing is identified as themost forceful and magic weapon for success in the future commercial revolution.The entity bookstore itself is an industry full of experience and suitable forcarrying out experience marketing. As long as the book-focused and readingvalue-stressed constraints can be broken up, and customer-oriented and sensibleexperience situation can be focused and created to make it a cultural space integrating with leisure and entertainment, entity bookstore will surely realize thegreat development with transformation and upgrading.SDX Joint Publishing Company is a cultural brand with over80yearshistory. It experienced the development and resplendence, and currently, it’s inthe stage of “striding over the long difficult road”. At present, SJPC is preparing abrand new commercial project, namely, building a “SJPC Creative ReadingExperience Center” in the “Shangduli” of Zhujiajiao Town in Shanghai. Creativedevelopment of entity bookstore has become the current task for SDX Joint onthe premise of inheriting the brand advantage. This paper carries out the researchunder such a background, and aims at molding and promoting the brand value of“SDX Joint Publishing Company” through the creation of unique readingexperience and cultural feeling.This paper constructs its system of contents by thought of “raising thequestion-analyzing the question-solving the question”. Firstly, the developmentprocess and transformation motivation for entity bookstore are studied and itsfuture development tendency is predicted by integrating with the successfuloperation cases of bookstores home and abroad, then the question of futuretransformation and upgrading for entity bookstore is proposed; Secondly, internaland external environment of SJPC and its advantage, etc. are analyzed and thenfeasibility and necessity for SJPC Creative Reading Experience Center to carryout the experience marketing are discussed; Thirdly, field research is conductedin the reading experience center, involving in-depth interview with insiders,questionnaire survey for readers and investigation on commercial environment,which provides the real and valid data basis for the strategy making of experiencemarketing; based on the analysis on the above two parts, the purpose of solvingthe problem for SJPC Creative Reading Experience Center is achieved-makingthe corresponding experience marketing strategy, extracting the key experiencecontact in the executing process, and designing the detailed implementationscheme, thus putting the experience marketing implementation into practice. In the end, the paper makes a conclusion and outlook to the future development ofentity bookstore. Only when the bookstore “understands” the readers, and createsunique experience, then readers are willing to read in the bookstore.