Research On The Sales Strategy Of Online Second-hand Bookstore

China's online second-hand bookstore marketing has entered the mobile era.A group of online second-hand bookstores born in We Chat mini-programs have set off a new wave of second-hand book online marketing.Duozhuayu is a typical representative of this type of online second-hand bookstores.From the perspective of academic history,under the current publishing perspective,academic research on second-hand books is relatively scarce.The existing research results are mainly analyzed and discussed from the technical level and management level.From the perspective of the publishing industry,this article focuses on grasping the important value of second-hand books in the entire book marketing market,and deeply analyzes the main paths,existing problems and optimization strategies of online second-hand bookstore marketing upgrades in the era of mobile Internet.In terms of research methods,this paper takes literature analysis and case analysis as the main research methods.First of all,the existing academic history data is an extremely important source of data for this research.Through extensive reading of literature resources such as journals,dissertations,books,news information,research reports,etc.,this article establishes the basic understanding of online second-hand bookstore marketing.Since the research has a certain degree of time and space restrictions,in the process of reading the literature,the author adheres to a neutral,prudent and discerning attitude to some of the data and opinions,and analyzes,summarizes new research on the premise of inheritance results.Secondly,this study takes Duozhuayu as the representative of the case.Duozhuayu is the earliest and most mature platform in the mobile development process of online second-hand bookstores.Its marketing practices and development models have been copied and imitated by many competitors in the industry.To a certain extent,the birth and practice of Duozhuayu have affected the marketing trend of second-hand bookstores across the Internet.This article will focus on how does Duozhuayu uses unique marketing practices to optimize the existing problems of online second-hand bookstores.In terms of research ideas,this article upholds the problem-oriented awareness,insists on starting from the problem,and carries out the analysis step by step along the lines of finding,analyzing,and solving problems.The problem this article intends to solve is to explore the transformation and development of online second-hand bookstores and their marketing breakthroughs.The analysis path of this article is as follows: First,analyze the development of online second-hand bookstore marketing,and propose that online second-hand bookstores are transforming to service marketing;Third,analyze the deficiencies that still exist in the online second-hand bookstore service marketing;fourth,discuss how to propose feasible optimization suggestions for the deficiencies.In terms of research conclusions,this article,after systematic exploration and combing,draws the following important conclusions:1.In the new consumption era,service marketing is a mainstream marketing model that adapts to the trend of the times and readers' needs.Online second-hand bookstores adopt service marketing strategies mainly based on the following backgrounds: uneven quality of online second-hand books,unreasonable pricing mechanism of online second-hand books,the contradiction between the supply and demand of second-hand books is outstanding,and the reader participation in the marketing process is low.2.The typical representative of online second-hand bookstore service marketing is Duozhuayu Second-hand Bookstore.Its service marketing strategy is mainly reflected in: implementing quality marketing strategies and providing standardized services;implementing channel integration strategies and providing omni-channel services;implementing precision marketing strategies and providing precision Services;implementing interactive marketing strategies and providing reader participation services;implementing intelligent pricing strategies and providing dynamic pricing services.3.As the online second-hand bookstore service marketing is still in the early stage of exploration,there are still some problems,mainly including: imperfect online second-hand book recycling services,insufficient supply of online second-hand book platforms,and unreliable online second-hand book inventory turnover.Therefore,this article believes that the optimized path of online second-hand bookstore service marketing can be started from three aspects: improving recycling services,increasing high-quality supply,and improving consumption conversion.