Research On Marketing Strategy Of F City Xinhua Bookstore Co.,Ltd.

Xinhua Bookstore as an important channel of book publishing in our country, the current development is faced with many challenges. With the continuous rapid development of information technology and communication technology, e-book and mobile reading have changed the traditional reading manner, and the online bookstores have squeezed the industry profit. F City Xinhua Bookstore Co., Ltd. as the city-level Xinhua Bookstore, in the complex and volatile external environment, in the face of fierce market competition, but also must study and choose a reasonable marketing strategy.The purpose of this paper is to analyze F city Xinhua Bookstore marketing situation facing the external macro environment and industry, as well as the current situation and problems of enterprise internal marketing, in reference on the basis of the research and analysis, to explore in the current situation of marketing strategies. Firstly, this paper introduces the relevant theories of marketing, and then analyzes the macro environment of the marketing of the F city Xinhua Bookstore, and the micro environment of the marketing of the F city Xinhua Bookstore. After analyzed the marketing present situation and main problems of F city Xinhua Bookstore, and combined with external opportunities and threats, internal advantage and disadvantage, application of SWOT matrix analysis. Combination of F city Xinhua Bookstore market positioning, use 4Ps marketing theory, put forward F city Xinhua Bookstore product and service strategy, price strategy, channel strategy, integrated marketing communication strategy suggestions, and put forward the strategy of strengthening marketing support.In this paper, the marketing strategy of F city Xinhua Bookstore and safeguard measures to the conclusion of study, can make F city Xinhua Bookstore in participate in market competition, in the implementation of marketing activities of the reference and draw lessons from, at the same time similar books issue of our country enterprise also to have certain reference value.