Brand Communication Of Physical Bookstores Of Dangdang From IMC Angle

Book store as an place of selling books has existed thousands of years,and as the time goes on,the situation of form of development of book stores has presented diversity.Due to the pursuit for the knowledge,book stores have become an collecting and distributing center for dissemination of cultural knowledge.Because of the impact of internet and the rise of operating costs,a lot of book stores go out of business.In this situation,the development of physical book stores have confronted cold wave.Therefore,some traditional physical book stores begin to transform one after another.And meanwhile the pressure of competition of books marketing are too big and the incomes decline,which results in some big internet book stores operating offline physical book stores,such as Amazon of America,Dangdang of China.In this situation,internet bookstores and physical bookstores seemly develop toward syncretic orientation.The first physical bookstore of Dangdang-Meixi bookstore in Changsha-open in Sep.3th.2016 and there are more than 200 physical bookstores of Dangdang in Jun.1st.2018.As a new brand of offline brand,physical bookstores of Dangdang in order to enlarge the sells of the books and brand influence.The main part of this thesis is divided into there parts:the history of physical bookstores of Dangdang;the current situations and issues of brand communication of Dangdang from IMC angle;developmental strategies of brand communication of Dangdang from IMC angle.Primarily,in early stages,the writer does field investigation,personal interview and teasing the past literature about physical bookstores of Dangdang and others,and summarize reasons why Dangdang firm operates physical bookstores from the literature review.Meanwhile,according to the developmental situation,the writer divides the historical phases of physical bookstores of Dangdang.Furthermore,the core spirit of IMC is that it combines all the communication activities into one.Therefore,this chapter will analyze the current situations and issues of brand communication from four elements,the main body of communication,the object of communication,the content of communication,channels of communication,which is included in brand communication under the IMC angle.Finally,through concluding problems of physical bookstores of Dangdang in the process of brand communication,the writer will point out the developmental strategies from IMC angle.