The Analysis Of Marketing Transformation Path Of Qingdao Xinhua Bookstore

Founded in 1937 in China,Xinhua Bookstore is a time-honored state owned enterprise with nearly 80 years' history.During this 80 years,especially after China's economic reform and opening up,Xinhua Bookstore has been growing fast and gradually become China's biggest and the most comprehensive state owned bookstore.It made a significant contribution to the strengthening of China's cultural soft power and the enrichment of people's spiritual life.Qingdao Xinhua Bookstore,as a state-owned subsidiary of Qingdao City Media Ltd,mainly engaged in the wholesale,retail,import and export of books including Chinese and foreign language books,textbooks,electronic publications and audio-visual products.With the deepening of economic reform and the changing of the management idea of publishing industry,many of Xinhua Bookstore's subsidiaries have started exploring and changing marketing mode.In the mean time,China's publishing industry is undergoing a revolution and the market competition situation is changing rapidly.Qingdao Xinhua Bookstore is also facing various challenges.For example,the popularity of online bookstores,the shrinking of traditional buyer's market,the fierce competition from foreign enterprises and other external challenges.All these challenges have worsened the living environment of Qingdao Xinhua Bookstore.Under such situation,Xinhua Bookstore is in desperate need of a break through to find itself a transformation method that suits its own development.This essay will focus on Qingdao Xinhua Bookstore's transformation of its marketing mode.At first,this essay summarized Qingdao Xinhua bookstore's development in the past,demonstrated its management condition,analyzed its own characteristics and pointed out its own disadvantages on marketing.And then,considering Qingdao Xinhua Bookstore Group's practice,this essay will give several feasible and reasonable suggestions on the transforming of Qingdao Xinhua Bookstore's marketing mode so that the bookstore could find its market position anddevelopment direction accurately and ensure its invincible position in the future competition.