Research On Online Sales Of Second-hand Book Market Strategy

In the era of development, social progress, all kinds of information with the environment around us, reading for each citizen is very important. Every year, our country will have a lot of books publication for the national reading. The country’s publishing industry in the booming development, the book market is expanding. By the end of 2013, the national total of 582 publishing houses, including: 221 central level publishing house, 361 local press.2013 domestic published books 444 thousands kinds, among them: Xinhua bookstore system,press run units issued a total of purchased 20 billions copies of publications, the value of 2418 billions yuan, compared with the previous year increased 8.62%, 11.91% growth in the amount of. The rapid development of these figures not only reflect the publishing industry also shows that the number of our readers have been increasing in the recent years.No Internet in the past, the traditional bookstore occupies important location of book market. Traditional bookstore offers every book exhibition space, but placed bookstore shelf display space is limited, restricted by showing the cost of the kind and number of the book is much less than the network bookstore, a lot of time can’t meet the needs of readers. For traditional bookstore, if the demand for small means there is no demand, so only display the best seller. Online bookstore have infinite shelf space, in the indefinite extension of the long tail shelves, books can also have unlimited kinds, the number of books is for ten thousand. Low-cost natural prices low, coupled with the advantages of the convenient for readers to buy, good after-sales service, which adds to the readers for its dependence.Use of the Internet and its additional features to build online bookstore, online bookstore and other forms of virtual bookstore, work out a plan for detailed online selling books, direct contact with press books for the supply of goods, the largest bookstore operating cost was reduced and the reader because the time cost of going out to buy books. In addition, online bookstores, and because the operation cost is low, so the sale price discount than traditional bookstore offers a lot of books, the more reduced the readers at cost. Online bookstore this innovative book marketing platform, convenient for readers to choose consumption goals, readers can also interact with the book, realize the precise marketing of books.Traditional bookstores are selling new books, there are few special selling second-hand bookstore. Now, in the process of nationwide reading, the reader is no longer limited to buy a new book to read, there are quite a number of people have a need to buy used books. Second-hand books in accordance with the purposes can be divided into teaching materials and the teaching material, teaching material class of second-hand books although has general purpose, but because of its version updates fast, value valuation is difficult to define, is discussed in this article do not.Our country is a developing country, the problem of education also has been praised by the masses of the people’s attention, among them, reading for education has played a key role. Relevant data show that the reading habit, reading cost, the influence of such factors as the reading quantity per capita is low in our country, based on the research of the second-hand books, let more people can see want to see of book, to improve the overall national reading quantity, improving national quality.In this paper, we study the textbooks of second-hand books collectable books, general books and out-of-print books online sales market situation and marketing strategy, from the macroscopic Angle to secondhand books market conditions, applying the theory of network marketing, and do the brief analysis of marketing strategy, from the Angle of the micro traditional bookstores and online bookstores, and puts forward the importance of the long tail to specialize in. Through the analysis of current situation and problems of second-hand book market, the second-hand books the marketing strategy of the enterprise, and finally puts forward the online second-hand bookshops better marketing strategy, and pointed out that a road to development for the traditional books.