Study On China's Neo-bookstores Brand's Communication Strategy In The View Of Marketing 3.0

The current marketing environment and marketing concept have undergone profound changes.Different from the product-centric Marketing 1.0 and the consumer-centric Marketing 2.0,Marketing 3.0 emphasizes the human spirit as the center,and the brand communication is driven by values.In the background of Marketing 3.0,the brand communication has the following new characteristics.Firstly,the subject of brand communication is the consumer with content generation capacity.Secondly,the content is the consumer generated content based on the brand experience.Thirdly,the media is the pan-self media of “all things are media”.Fourthly,the audience are the independent individuals who value the cultural appeals and spiritual appeals.At last,the effect is to satisfy the individual's spiritual needs and the public's social expectations.In a word,this part provides a theoretical basis for the following.The national policy support and the social atmosphere of “all people reading” promote the development of Neo-bookstores.Brand is the core competitiveness of a company.In addition to business issues,Neo-bookstores must consider the brand communication strategy of bookstores and formulate efficient and appropriate brand communication strategies in order to make bookstores secure their foothold in the fierce market competition.In Marketing 3.0,the scene,experience and cultural characteristics have brought advantages to the brand communication of Neo-bookstores.With the advantages,more and more well-known bookstore brands have been created.At the same time,it should be noted that most of China's Neo-bookstores have various problems such as weak brand communication during the business process,which has caused constraints on the development of bookstores.In a word,this part provides a realistic basis for the following.With its abundant capital,superior geographical position and rich social resources,Chengming Bookstore has won the reputation of the cultural industry and the recognition of the general public with its high-quality service and deeply rooted values,and gradually built itself into the city's cultural landmark.In the way of data collection and field visits,the author comprehensively inspected the status and significance of Chengming Bookstore in the cultural circle of Shijiazhuang,Hebei Province,and comprehensively analyzed and summarized its brand communication strategy.This part provides a case basis for the following.In the last part of the dissertation,the author summarizes and enhances the brand communication strategy of Chengming Bookstore.Then combining the new characteristics of brand communication in Marketing 3.0 and the problems existing in the brand communication of Neo-bookstores in China,the paper presents the brand communication strategy that has universal significance for the development of Neo-bookstores of China in the views of brand communication awareness,positioning,media,channels and effects.