Study On Marketing Strategy Of C City Xinhua Bookstore Under The Background Of Internet +

With the advent of the Internet + era and the continuous development of computer technology,a series of emerging sales methods such as online bookstores and electronic reading are favored by consumers.It poses a tremendous threat to the survival and development of physical bookstores.Xinhua Bookstore,as the main channel for book issuance,wants to seek foothold and further development in the fierce market competition.It is necessary to change its concept in time,improve marketing mode,innovate marketing means,improve marketing strategy and improve service experience and service quality.In this paper takes c city Xinhua Bookstore as the object of study,on the theoretical basis,at first,it analysis its specific circumstances,then analysis its marketing market status and existing problems.Point out the problems such as single product service,rigid pricing and single marketing.Make it easier to put forward the marketing strategy that conform to its characteristics.Secondly,the author analyzes its external environment and internal environment in detail.The external environment includes macro environment,industry environment and market competition environment.The internal environment includes business environment,organization structure,enterprise culture environment and diversified mode of operation.Finally,closely linked to its specific marketing environment and the actual situation,according to marketing theory,it puts forward a series of specific marketing strategy.The purpose is to reform its marketing strategy,to improve its marketing management level,to promote the sustainable development of C City book industry.This paper analyzes and researches the marketing strategy of Xinhua Bookstore in the future development.It has a far-reaching significance for the rise and fall of Xinhua Bookstore enterprises and the sustainable development of the Chinese book industry in the future.