A Comparative Study Of Brand Marketing Strategies Between Eslite Bookstore And Pioneer Bookstore

Reading is a unique social activity of human beings and a driving force for human evolution from ancient times to the present.Bookstores,as an important cultural resource and reading place in social life,carry the reading needs and cultural core.In recent years,the rapid development of new media technology has made traditional physical bookstores face a dilemma.Its survival,retention and transformation have always been one of the hot topics in society.However,the collision of Internet information technology and traditional physical industries has caused the demise of some traditional individuals,and has also inspired many new models and new formats.Some private entity bookstores,with their diversified integrated management,combined with cultural creativity,increased the experience of offline space and created their own unique brand image,which also broke the trend and broke the single output structure limited to “selling books”.By sharing the cultural aesthetics and business rules,marketing their own brands,reshaping the relationship between humanities,aesthetics and business,and product forms.Based on the development of western brand marketing theory,this paper clarifies the importance of brand marketing strategy for the management of physical bookstores from the perspective of the survival status and transformation of traditional bookstores.In addition,based on the 4P,4C,4R theories in brand marketing,the brand marketing strategies of Eslite Bookstore and Pioneer Bookstore are studied and compared.According to the content of brand marketing theory,the author makes a detailed classification of the comparison of the marketing strategies of these two bookstore brands,mainly analyzing the marketing strategies of the two bookstores from the perspectives of brand positioning,brand management mode,brand promotion and brand communication effect.Explain how it changes and reshapes people's reading consumption experience,and explores the role of these twobookstores and their respective models in the cultural shaping of cities and society,and draws lessons for reference to domestic physical bookstores.This article consists of six chapters.The first chapter discusses the importance of brand concept and brand marketing for the development of contemporary bookstore industry.The second chapter compares the positioning of Eslite Bookstore and Pioneer Bookstore for their own brands,mainly from brand concept,brand audience and The three aspects of brand image analysis;the third chapter is to compare the current business model of Eslite Bookstore and Pioneer Bookstore,including sales strategy and service strategy;the fourth chapter will compare Eslite Bookstore and Pioneer Bookstore in brand promotion and promotion channels.The similarities and differences are mainly analyzed in the two kinds of propaganda methods:advertising copy and online media.The fifth chapter analyzes the communication effects formed by the respective brands of Eslite Bookstore and Pioneer Bookstore,and summarizes from the perspectives discussed in the above chapters.The influence and influence of the two bookstores on the marketing of their own brands;the sixth chapter is based on the analysis and research of the first five chapters,summarizing the bookstore management experience that the two bookstores can learn from the bookstore industry in China,thinking about the entity A feasible path for the future transformation of bookstores.