Research On Strategic Transformation Of L Book Sales Co.,LTD

Physical bookstores used to be an important place for people's cultural consumption,but in recent years,a large number of physical bookstores,including some well-known bookstores in the industry,have closed down one after another.With the rapid development of Internet economy,online bookstores are constantly squeezing the living space of physical bookstores.With the popularization and application of electronic reading mode,especially mobile phones,paper books are facing unprecedented threats The development of physical bookstores industry is very difficult,so it is urgent to carry out strategic transformation to deal with the current development dilemma.L book retail Co.,Ltd.is a traditional physical Bookstore mainly engaged in teaching and social science books in DZ city.Since 2017,the company's sales have continued to decline,the profit growth rate has declined and negative growth,and some stores have been operating at a loss.This paper takes l book retail Co.,Ltd.as the research object,first of all,on the basis of in-depth investigation,the operation status and existing problems of L company are explained.The company has remained unchanged for many years,and has no obvious improvement in the business scope,sales channels and development concept,and gradually lags behind the development of the book retail industry.Secondly,through PEST analysis,Porter's five forces model and SWOT analysis,the macro environment of the company's strategic transformation is generally good,and the industry environment is mainly under the greater competition pressure from peer physical bookstores and online bookstores.SWOT analysis shows that the company has high operating costs,imperfect management system and changes in readers' reading habits Profit factor,also has the store location superiority,the development prospect is broad,the fund is sufficient and so on superiority.The results of SWOT matrix analysis show that the company should implement the transformation path of diversified business strategy and Turnaround Strategy,clarify the company's vision and mission,and then clarify the strategic transformation goal.Finally,from the two dimensions of online and offline,through the transformation and upgrading of stores,the improvement of the company's service ability and modern marketing level,as well as diversification,contextualization and intellectualization,the strategic transformation plan should be promoted At the same time,we should improve the company's system construction,establish and improve the talent training system,strengthen the cultural construction,provide guarantee and support for the company's transformation,help the company to get out of the predicament and successfully realize the strategic transformation.The research results of this paper will also provide beneficial development strategy reference for traditional physical bookstores to cope with the impact of Internet technology in the information age.