Research On Marketing Strategy Of General Books Business For Xinhua Bookstore Of Changchun

Changchun Xinhua Bookstore to issue compulsory education textbooks and general books sold as the main direction,with the national efforts to build a learning society,advocating for favorable opportunity for all the people reading activities,and actively develop physical bookstores,bookstore will help establish brand image,enhance their competitive,but due to lack of Changchun Xinhua bookstore of general books marketing experience in the fierce market competition and the mobile Internet era background,resulting in the put a lot of human,financial and other resources,not achieved the desired in marketing good results,indicating that physical bookstore is not just a simple marketing investment of resources,and the need to re-think their depth faced by market,develop marketing mix strategies in line with their actual development.This article will be among the modern marketing theory to the analysis of the business and its market which,on the current status of marketing companies sort out one by one from 7Ps point of view,noted that companies exist in the sense of lack of marketing,products and services with customer expectations exist The main problems in the five aspects of gaps,insufficient price adjustment measures,weak channel construction,and excessive overdraft of brand equity.For more scientific and effective analysis of Changchun the Xinhua Bookstore in which the general book market environment,the paper uses PEST analysis,consumer surveys,industry secondary data and industry depth interviews and other methods were conducted an investigation from the macro level and the micro level analysis,SWOT analysis and binding studies come to enterprises should take advantage and seize the opportunities of marketing direction.The use of mass communication research and STP based on the above theory,this theory of stratification audience will market customer base had broken down,and further defined the target market and corporate positioning.After determining the overall marketing direction,we develop based on service marketing 7P s theory of marketing mix strategy proposed multi-brand,multi-format product strategy and flexible,differentiated pricing strategy,and psychological needs of different market segments of the audience feature to carry out the channel construction and dissemination of its promotion,in addition,focus through the service blueprint theory and SOR theory(stimulus-response-organisms)were strategic planning for human resources organization,services,processes and physical environment to show these parts,the last of the above marketing strategy implementation requirements,give full consideration to the implementation of risk,strategy proposed safeguards arrangements to ensure that this research strategy can extend from the theoretical level to implement applications ranging from human resources,capital,processes,systems and strategies of these four levels.Through the above research to develop marketing strategies,hoping to improve the Changchun Xinhua Bookstore book market competitiveness in general business areas,expand the book retail market share,establish a good brand image,and all kinds of physical bookstores as well as the majority of service-oriented enterprises produce certain reference significance.