Research On Marketing Strategy Of Physical Bookstore

In recent years,as the city's cultural landmarks,the situation of bookstores has been in predicament which caused people's concern.In order to comply with the trend,some of them begin to change the strategy and get some achievements.This paper is going to supply a suitable marketing strategy by analyzing the situation of Xinhua Bookstore's development in Kaifeng.This article starts from the predicament in physical bookstore,it can be divided into six chapters to illustrate.The first chapter is the introduction,which introduces the background,significance,method,and situation in home and abroad of this paper.The second chapter summarizes the relevant theories,which include market segmentation and target market theory,marketing combination theory,experiential marketing theory and book marketing theory.The third chapter elaborate the present situation of China's physical bookstore and the present situation of Xinhua Bookstore in Kaifeng City.The fourth chapter analyzes the problems in China's physical bookstore and proposes the difficulties which faced by Xinhua Bookstore in Kaifeng City.The fifth chapter analyzes the problem of marketing strategy which faced by Xinhua Bookstore in Kaifeng City,and make solution by using related theories.The sixth chapter is the conclusion,which produces the result and gives the point of view and suggestions from the previous chapters.