Study On The Marketing Strategy Of Independent Bookstores In The Background Of Media Convergence

This paper takes the independent bookstore as the research subject, and studies the change of its marketing strategy in the background of media convergence. Under this background, with the promotion of digital and network technology, it shows Integration at multiple levels in content, channels and terminals in the field of publishing. It breaks the boundaries between new media and traditional media quite distinct from each other, makes the traditional behavior and habit of reader have been changed and new demand has been formed. And this is the reason why marketing strategy of the independent bookstore have to be changed. The independent bookstore got the support from the state and society with its cultural value, after having experienced failure in large numbers. This paper will study under this background, discussing how to take the opportunity of the development of digital and network technology, and making independent bookstore meet demands of consumers and change the marketing strategy.This paper takes the change of The Marketing Theory of 4Ps to 4Cs as the theory foundation. Study by researching on demand of consumers, and typical case on independent bookstore. Then discuss the change direction of marketing strategy of independent bookstore, and research on methods and effective ways to do it. The content of this paper is divided into four parts altogether seven chapters. The first part is the introduction, summarizing the research background, research methods, research ideas and scholars at home and abroad about the research, defining the definition of independent bookstore and discussing the culture value of it; the second part is the second and third chapters, to analysis the actual conditions and theoretical basis for the change of marketing strategy of independent bookstore; the third part is from fourth to seventh chapters, study on typical marketing strategies of independent bookstore, put forward four strategies: the strategy of integrationof cultural products, individual experience marketing strategy, the diversification strategy and the cultural marketing strategy; the fourth part is the conclusion, to provide reference about the change of marketing strategy for the independent bookstore.