Study On The Marketing Strategy Of Shihezi Puzzle Bookstore A Dissertation Submitted To Shihezi University

With the changes in the macro policy and the micro market environment,the degree of marketization of book sales has gradually increased,and private physical bookstorers are faced with poor book sales,imperfect marketing markets,and unrealizable book revenue.Some private bookstores have taken the initiative to change their minds,carry out business innovation,and seek new development paths by improving the internal environment of the bookstore,selecting books,carrying out activities,and membership.Some private bookstores have gradually disappeared under the pressure of low online sales and rising operating costs.This shows that the development of small and medium-sized private bookstores in China is facing unprecedented challenges.The research purpose of this article is to start from the brutal competition of private physical bookstores,in order to solve the problems that the expected economic benefits of Shihezi Puzzle Bookstore are difficult to achieve,the benefits are not guaranteed,and the business enthusiasm is affected.Based on the marketing strategy theory,analyze the marketing status of Shihezi Puzzle Bookstore,formulate and optimize the Shihezi Puzzle Bookstore's marketing strategy and implement safeguard measures,improve market share and competitiveness,and improve economic benefits.At the same time,it provides a reference for the development and optimization of private entity book marketing strategies.This article combines marketing-related theories with book marketing practices,and combs and discusses marketing environment analysis theory,STP theory,and 7PS marketing theory.Taking the Shihezi puzzle bookstore as the research object,the marketing status of the Shihezi puzzle bookstore was first analyzed.Using the PEST model analysis to analyze the macro environment of the bookstore and the industry competition environment;combined with the questionnaire survey method to investigate the current situation of consumers in Shihezi puzzle bookstore,and based on this,the current existence of Shihezi puzzle bookstore Focused on issues such as single product,rigid pricing,limited channels,and explored the reasons behind the problem.Secondly,combined with the STP theory and 7PS theory,from the two aspects of market decision-making and marketing strategy optimization,put forward Shihezi puzzle bookstore marketing strategy optimization suggestions.Finally,from the three aspects of the establishment of the emergency management system,the establishment of the marketing team,and the strengthening of strategic cooperation within the industry,ensure marketing strategy implementation.Only if private physical bookstores break the traditional marketing thinking,change marketing thinking in a timely manner,strengthen the characteristic business philosophy,and expand the bookstore functions can they stand out in the fierce market competition environment.