Study On Marketing Transformation And Upgrade Of Henan Nanyang New Thinking Bookstore

The rapid development of the Internet,the rise of online bookstores and electronic publications has led to great changes in the way readers buy books and social reading media.From the book sales industry,the online bookstore has the biggest impact on the physical bookstore,the most serious threat,the life and death.The traditional book marketing mode cannot meet the social needs,and the physical bookstores are facing unprecedented difficulties.Nanyang new thinking bookstore,as a private entity bookstore in nanyang city,also accepts the severe reality test from the industry: the profit decline,the development is weak.Therefore,urgent need for transformation and upgrading of marketing new thinking bookstore,through investigation and analysis of market environment and consumer demand,transformation and upgrading of marketing environment and consumer demand are work path and safeguard measures,to regain the market competitive power,grasp the bookstore development opportunity and fate.This research in the market strategy,on the basis of theory and marketing theory,by issuing a questionnaire about 243 employees and consumers,and take back the questionnaires to 243 effective questionnaires at a rate of 100%.Through the questionnaire survey analysis of nanyang new thinking bookstore in the current market environment,the company existing problems existing in the marketing process,put forward the suggestion to improve future development to provide help and reference for bookstore.Through research findings:(1)analysis of marketing environment and current situation of new thinking bookstore.At first,this paper investigates the present conditions of the bookstore industry and competitive environment,further focus to nanyang new thinking bookstore,bookstore in nanyang new thinking of the marketing environment from the macrolevel(political environment,economic environment,social culture environment and technology environment)is analyzed.From from the industry level(bargaining ability,buyers bargaining power of suppliers,the threat of new entrants,the threat of substitutes,and competition in the competition)is analyzed,and use SWOT strengths,weaknesses,opportunities and threat to the bookstore system is analyzed.Bookstore based on the above analysis,found the new thinking of existing marketing problems are: the inaccurate market positioning,pricing,sales channels of a single,lack of promotion and publicity,and lack of professional marketing personnel.(2)new thinking bookstore staff and consumer demand and satisfaction survey.The investigation method is used to investigate the employees and consumers of nanyang new thinking bookstore.Based on the data analysis of consumer's demand and satisfaction,the data were further analyzed by using the sample descriptive statistics,correlation analysis and regression analysis.The results showed that :(1)the staff of nanyang new thinking bookstore had no clear marketing activities and weak marketing awareness;(2)the consumption experience for consumers and customer loyalty relevance analysis showed that sensory experience,emotional experience,experience,thinking experience was associated with a significant customer loyalty,the relevance experience the most significant;(3)regression analysis of consumers' consumption experience and customer loyalty,and there is a significant linear relationship between sensory experience and related experience on customer loyalty.(3)The marketing transformation and upgrading strategy of nanyang new thinking bookstore.Based on the above results,the following main strategies are proposed for nanyang new thinking bookstore :(1)product strategy is transformed from book selling to cultural experience;(2)the promotion mode is transformed from traditional to new media;(3)channel mode should be jointly sold through multiple channels;(4)the book sales discount pricing strategy can be based on the optimal pricing,cost can also be used in the survey competitors similar books after sales discount,the use of short sales discount is lower than its competitors,to stimulate more consumers to buy.(5)make effective marketing transformation and upgrading guarantee measures.