Analysis Of The "Trinity" Service Marketing Model Of Sisyphe Bookstore

Under the price advantage of online bookstore,the book retail market scale of physical bookstore is gradually reduced,and it is more and more difficult to make profits in book sales.In this context,the rapid development of Sisyphe bookstore has attracted the attention of all parties.The success of Sisyphe bookstore is inseparable from its mature and efficient business model.Sisyphean bookstore's success depends on its mature and efficient business model,this paper uses the case analysis,focus group,depth interview and other research methods,and the theory of service marketing triangle and communication,analyse differentiation service marketing model of Sisyphe Bookstore,found the excellent concept and operation mechanism behind its rapid development.The paper is divided into five parts in structure.Chapter 1 introduction is the first part of the paper,which includes the background of topic selection,research purpose,research significance and research methods,and summarizes the research status at home and abroad.The second part of the paper is the second chapter.Through the analysis of the internal and external conditions of Sisyphe Bookstore,you can see the establishment and development of Sisyphe Bookstore has caught up with the policy support of the state for physical bookstores,and is also in a good cultural atmosphere of reading for all the people in China on the external conditions,and with abundant resources to complete the organizational structure of the unique enterprise culture on the internal conditions.Sisyphe established the brand positioning of mass boutique bookstores.The third part is composed of three chapters.Using the theory of service marketing triangle,this paper analyzes the differentiated service marketing of Sisyphe bookstore from three aspects: external marketing,internal marketing and interactive marketing.The third chapter takes focus group research and field investigation as the research approach,and based on the first-hand research data,concludes that Sisyphe Bookstore attracts customers by matching products that can meet customers' needs and using tangible display that can improve reading experience.In chapter four,based on in-depth interviews,it is found that Sisyphe improves the service level of employees through recruitment and training,and guarantees the service quality through store management and supervision measures.Chapter five analyzes the cost-effective membership system and free cultural activities of Sisyphe bookstore,which promote the maintenance of customer relations.The main content of the fourth part is the enlightenment of Sisyphe "Trinity" service marketing to domestic physical bookstores,which puts forward that attention should be paid to the systematization of service marketing,the accuracy of market positioning,the scientificity of internal management and the sustainability of service,which can be copied by other brick-and-mortar bookstores.The last part is the conclusion of this paper,which holds that Sisyphus bookstore uses the organic combination of external marketing,internal marketing and interactive marketing to improve customer experience,realize the differentiated marketing of the bookstore,and puts forward the existing problems in the research.The last part is the conclusion of this paper,expounding the research results of this paper and putting forward the existing problems.