Research On The Derivative Marketing Of Cultural And Creative Products In Private Bookstores

Under the background of the era of spiritual economy,with the integration of economy,society and culture,private bookstores have joined the wave of transformation in succession,innovative thinking,and the construction of a cultural community in line with the independent temperament of private bookstores,of which the cultural and creative derivatives of private bookstores are the products.It is endowed with new opportunities and challenges,carrying more functions.From a single product economic function to the identity transformation of displaying the aesthetic characteristics,humanistic spirit and lifestyle of bookstores,it has become a culture that can be taken away by consumers.However,as a part of the profit chain of bookstores,the development of cultural and creative derivatives is not smooth.At present,the marketing status of cultural and creative derivatives in private bookstores shows the coexistence of advantages and disadvantages,opportunities and threats.Therefore,it is of great significance to study the marketing of cultural and creative derivatives of private bookstores in China.This paper conducts research in various ways: including literature research,case analysis,questionnaire survey and case interview to comprehensively and deeply understand the first-hand materials of the marketing of cultural and creative derivatives in private bookstores.Based on the SWOT theory,this paper studies the external opportunities and threats faced by the private bookstores through the marketing status and development advantages and disadvantages of cultural and creative derivatives in China After in-depth analysis,SWOT matrix is established to select the best marketing strategy for the development of cultural and creative derivatives of private bookstores.In order to better guide the marketing development of cultural and creative derivatives of private bookstores in China.In recent years,China's private bookstores have experienced a transformation from bankruptcy to recovery.New private bookstores have begun to try to diversify their business types.Bookstores + cultural and creative derivatives have become the standard of private bookstores.However,in the process of marketing cultural and creative derivatives,private bookstores also encounter many difficulties,such as the single type and homogeneity of cultural and creative derivatives,the lagging development of online sales,and the weak strength of online communication.After finding out these problems,this paper attempts to put forward appropriate countermeasures through the SWOT model.The specific measures are: mining local culture,creating characteristic products,developing platform e-commerce channels,shaping scene based communication mode,so as to meet the individual needs of consumers,optimize the combination of bookstores + cultural and creative derivatives,and provide future marketing strategies and Countermeasures for cultural and creative derivatives of private bookstores Certain reference.