Research On Experience Marketing Strategy Of S Bookstore In Tangshan City

With the rapid development of science and technology,the readers' reading habits and consumption habits are greatly changed.The application and popularization of electronic reading terminals,such as computers,smart phones,tablet computers and kindle readers,are gradually changing the way of reading.Some paper-reading-prefer readership are more willing to buy books online because of convenience and quickness and some other characteristics in the online purchase of paper books.Affected by these factors,coupled with the pressure from the shop rent,a variety of labor costs,sales performance declined dramatically,physical bookstores are facing a huge challenge.S bookstore as one of the largest bookstores in Tangshan City,its business scope covers of books,teaching materials,teaching at higher and audio-visual products.In order to cope with the challenges from the outside world to adapt to changes in the market and consumer demand,the bookstore is planning to adjust its marketing strategy so that it can still continue to grow in the context of the new era.Intelligent computer,mobile phone,tablet computer,Kindle Reader terminal gradually become the main way for people to obtain information,and the online e-books and other rich resources are cheap,reading without limits of time and condition,so many consumers have gradually formed the habit of reading through the intelligent terminal;at the same time,with the well-developed of online shopping and consumers' habits of shopping online,many readers are more willing to buy books in the online bookstore because of the door-to-door service,not affected by time and hell restrictions,and the online bookstore books discount is very high,so that consumers enjoy more benefits.influenced by these factors,the sales of bookstores are the rapid decline,as well as facing a variety of rental shops,rising labor costs,if not the current business strategy change,bookstores will face a great challenge.As one of TangshanCity's largest physical Bookstore,the business scope of S covers of books,teaching materials,teaching at higher and audio-visual products,expecting to become the one of the cultural and leisure center,but influenced by the book industry,it is facing a great challenge.In order to deal with the impact of the Internet environment,the bookstore plans to make adjustments to its marketing strategy to adapt to changes in market and consumer demand,and in the context of the new era it still be able to continue to grow and develop.This paper firstly analyzes the macro environment,industry environment and the S library Bookstore itself;then analyzes the status quo,resources,present situation and the existing problems in marketing of S Bookstore,finally,combined with the status quo and the target of the enterprise,determine future market positioning S bookstore;and according to the current development trend of physical bookstores,making the marketing strategies which are feasible for the S bookstore.Expect S to be able to cope with the challenge posed by current Internet Bookstore environment,enhance the competitiveness of the industry and become the leisure culture center in Tangshan City;moreover,I also hope the paper can as an example to retail services supplier in the same predicament situation difficult to survive or other entity bookstore.