Research On Experiential Marketing Strategies Of Physical Bookstores From The Perspective Of 4C Theory

With the development and growth of online bookstores under the Internet tide,the traditional physical bookstores in China suffer serious squeeze.A large number of traditional physical bookstores have been closed down in succession,and the traditional book retail industry shows a declining trend.At this time,some private bookstores began to actively carry out self-rescue.By changing marketing strategies,business models and other ways and methods,they survived tenaciously under the overall situation of the decline of traditional bookstores,and showed a trend of better and better development.Recently,with the wider mention of experiential economic background and the popularity of the concept of "new retail",the transformation and development of Chinese physical bookstores have brought new opportunities.With the increase of consumer demand,many physical bookstores have begun to adopt experiential marketing strategies to cope with the opportunities and challenges under the current social background by constructing immersive "scenarios" of bookstores.From the perspective of 4C theory,this paper summarizes a series of strategies which are more conducive to the follow-up development of physical bookstores through the analysis of different scenarios of experiential marketing model of physical bookstores.The first chapter briefly outlines the background,objectives and significance of the study,combs the previous research results and experience,and provides a reference for this study.The second part combs the current situation of the development of physical bookstores,pointing out that the current scenario offline bookstore is one of the more successful modes of development,but also the main form of the future development of many bookstores,and then combs four different scenarios,aiming to point out that the experience bookstore is the main trend of the development of physical bookstores in today's era;the third part uses SWOT situation analysis.Law,the current marketing model of physical bookstores in China is analyzed from four aspects: S(strengths),W(weaknesses),O(opportunities)opportunities and T(threats).The fourth part intends to provide reference for the whole physical bookstore industry by analyzing cases.The last part,under the guidance of 4C marketing theory,optimizes and distributes physical bookstores.The exhibition offers suggestions on experiential marketing.