Research On Marketing Strategy Optimization Of W Branch Of Xinhua Bookstore

Xinhua bookstore as important channel for the distribution in China,has to do with the publishing industry in China together.During the development in the past 80 years,Xinhua bookstore has a high visibility,reputation,integrity and strong comprehensive strength.But at the same time,its development is faced with many challenges.With the rapid development of information and communication technology,e-book and mobile reading are changing the traditional way of reading,also the network bookstores are cutting the profits of the publishing industry.With the deep reform of the international and domestic publishing environment,Xinhua bookstore are struggling to survive in the soil of planned economy for a long time,especially its entity bookstore.As the main body of market economy,compared with other enterprises,the marketing consciousness and ability of Xinhua bookstore is not strong.Its precise marketing ability,winning customers,using network technology and knowing the market reaction are weak.Therefore,the increase in the competition and the rational readers makes Xinhua bookstore have to upgrade its marketing strategy.This paper analyzes the marketing environment of W Branch of Xinhua bookstore and does some ductility studies,by using marketing mix theory,STP theory and reference on the basis of the research and analysis.The paper not only explores the choice behavior by standing on the consumer perspective,and in-depth analyzes the internal and external management environment of W branch by standing on the operator perspective.The paper also discusses the current situation,problems and desirable marketing strategies of W branch's marketing,as well as.Through the study,the paper is to provide a constructive method of thinking and maneuverability in practice,to enrich its marketing ideas,and to provide valid evidence for its transformation and upgrading.Also,it can provide some reference value for similar distribution enterprises in China.More importantly,I will solve the current marketing homogeneity and experience of Xinhua bookstore as the target of research.From the perspective of differentiation,experiential and resource integration,I will analyze the marketing of Xinhua bookstore in detail.It is of great theoretical significance for the realization of differentiation marketing of Xinhua bookstore.