Research On Marketing Strategies Of Yiwu Xinhua Bookstore

Xinhua Bookstore has been founded since 1973.Xinhua Bookstore is the main channel of book publication and it has been responsible for spreading cultures for a long time.After 78 years,Xinhua Bookstore has formed a large scale.Branches are all over the provinces,autonomous regions,municipalities directly under the central government,capital cities,prefecture-level cities,county-level cities,counties,countrysides and towns.Many practitioners join the team.Then its operation and management system is formed gradually.And it becomes famous and well known.However,market competition has intensified and press enterprises reformation has been deepened constantly.Although market economic system is improved,planned economic system has remained in market practices.Therefore,we should take maximal advantage of the main channel.Then Xinhua Bookstore can exist and develop in the intensive competition.In this way,Xinhua Bookstore needs to change the marketing concept,marketing mode,product structure and quality of service,etc.In this paper,Yiwu Xinhua Bookstore of Zhejiang province is the empirical research object.We firstly arrange its development courses.We secondly analyze the external environment,market competition and internal environment of the Xinhua Bookstore.And we use the basic market analysis,SWOT analysis.Then we can summarize the opportunities,threats,strengths and weaknesses in its book marketing.As Yiwu Xinhua Bookstore has so much issues in marketing and managing,like lacking of marketing consciousness,few of marketing talents,product structure too simple,competitive price without,none of feedback mechanism,promotion strategies and promotion channels for a single,and so on,we should consider four above-mentioned factors.According to local situation,we put forward several targeted suggestions about market orientation strategy,product strategy,marketing strategy,service strategy,information feedback mechanism.So here some targeted measures are suggested to take out,like streamlining the organs,establishing the marketing department,importing the automated retrieval system,purchasing some vertical e-readers,opening the none-resting bookstore and marketing with all channels.The innovation of this article is not that obvious,but if there is something that has to be pointed out is that the research is on Xinhua Bookstore isolated in the county-level cities,which has never draw the researchers' attention.When all the researchers focusing on the development of Xinhua Bookstore which isolated in the provinces,capitals of provinces and prefecture-level cities,this article pays attention on the shortcomings of the Xinhua Bookstore in Yiwu.This paper analyzes the changes of Yiwu Xinhua Bookstore on its 65th anniversary.The analysis can give some advice for its development and provide several helps to enhance the overall management of Xinhua Bookstore.