Research On Marketing Strategy Of Xinhua Bookstore In Y Province In The New Retail Era

Since the reform and opening up,China's economic development has advanced by leaps and bounds.The new business model brought by the Internet has emerged one after another.The rise of the mobile Internet has provided various new ways of playing for marketing.The arrival of the new retail era,the upgrading of consumer demand,the upgrading of marketing technology,put forward higher requirements for the operation of physical bookstores.A good marketing strategy is the premise and basis for the enterprise to predict the future development,and the formulation of specific marketing plans for enterprises.The implementation indicated the direction.This article takes the Xinhua Bookstore in Y Province as the research object.Y Province Xinhua Bookstore is a leading enterprise in the book retail industry in Y Province.With 68 years of experience in book publishing,as a traditional enterprise,it lacks an effective response to the market changes brought about by the new retail era.This paper aims to apply the learned marketing theories and methods to analyze the marketing environment of Y Province Xinhua Bookstore and its own marketing status,and to read the purchasing habits of consumers in Y province and the book retail market in the new retail era.The characteristics of the combination are combined to find out the main problems in the marketing of the Xinhua Bookstore in Y Province.In the process of research,this paper applies a lot of marketing-related theories and analytical methods,and uses a series of methods such as literature review,case analysis,internal company research,and public questionnaire survey to obtain arguments,in an effort to make the paper more realistic.It has guiding significance.Combining the characteristics and development requirements of the physical bookstore market in the new retail era,this paper ends with a problem-oriented approach: expanding retail channels,strengthening digital applications,doing chain store marketing,building modern logistics centers,doing educational services,and product diversification.In terms of marketing strategy recommendations for the Xinhua Bookstore in Y Province.