A Study On Marketing Strategy Of Dangdang Bookstore In Zhuzhou

The traditional bookstores are struggling under the rise of e-commerce books,especially the recent increase in rents and labor costs,making the survival of booksto res more difficult.However,with the increase and attention paid by the state for reading,"National Reading" appeared in the "Government Work Report" five times,which made the physical bookstore also receive great national support.The physical bookstor e showed new vitality and ushered in The second spring.Dangdang is an offline bookstore opened in this context-Dangdang Bookstore.Dangdang Bookstore was established on the "Internet +",is a combination of online and offline physical bookstores,to mak e up for the limitations of the traditional bookstore single mode,highlighting the offline social and cultural sense.But Dangdang Bookstore Zhuzhou Store is the second bookstore in Hunan Dangdang.In the face of many opportunities and challenges,the survival and development of Dangdang Bookstore Zhuzhou Store is an urgent need for the bookstore to think about it.It needs to study its market positioning,marketing strategy and channels.Development and other issues.This paper adopts the research method of 4Ps theory,and uses SWOT matrix and STP analysis to study the Dangdang Bookstore Zhuzhou Store from the macro,meso and micro levels.The PEST model was used for macro analysis.The five-force model was used to analyze the industry situation of Dangdan g Bookstore Zhuzhou Store.The SWO matrix was used for micro-analysis.In addition,according to the development stage of Dangdang Bookstore Zhuzhou Store,analyze the 4P strategy of Dangdang Bookstore Zhuzhou Store's products,prices,channels and promoti ons,and provide suggestions.Finally,through the protection of human resources,financial support,material support,etc.,the marketing strategy is systematically constructed.The marketing strategy system of Dangdang Bookstore Zhuzhou Store has been systematically implemented,which has positive effects on the marketing management of Dangdang Bookstore Zhuzhou Store.This paper provides valuable reference for the research results of Dangdang Bookstore marketing strategy,helping Dangdang Bookstore Zhuzh ou store to build and improve its marketing system,and how the marketing strategy of other physical bookstores is developed and managed in the current market.