Research On The Marketing Strategy Of Physical Bookstores Based On Customer Satisfaction

Physical bookstores are the terminal where cultural products can achieve their own economical as well as cultural value.However,with an increasingly large impact of e-books as well as online shopping,great changes have taken place in people's habit of reading books.What's more,the money spent on running a physical bookstore has become more and more.Therefore,a majority of physical bookstores are in danger of extinction.So exploring new marketing strategy to save physical bookstores is not only the major subject of publish industry but also the cultural circles.Thus,in this essay,I do some research on physical bookstores by analyzing different purchasers as well as their satisfaction with physical bookstores to search for new marketing strategy as well as a transformed and upgrading road to physical bookstores in the new era.This research reviews the relevant theories of customer satisfaction,the marketing strategy of bookstores,the characteristics of physical bookstores,and the classification of customer groups in physical bookstores.On the basis of analyzing the above theories,this research explored various factors that influence the customer satisfaction in physical bookstores.This research constructs the comprehensive evaluation system(hereinafter referred to as “CES”)of the retail customer satisfaction from five dimensions---product characteristics,service status,policy application,environment setting,image and reputation,the CES of the satisfaction of customers who consume textbooks and education assistant books for primary and secondary schools from three dimensions---subscription channels,commodity supply and the publishing service,the CES of the satisfaction of customers who are also readers of the library from four dimensions---market expansion,bidding documents production,variety distribution and dual service.On the basis of the CES,this research investigated the former customers respectively,did the statistic on the survey data,and analyzed the reasons influencing the customer group satisfaction.The main reasons for the lower satisfaction of the retail customers are the changes in the consumption habits of the online shopping and the impact of digital reading;the main reasons for customers who consume textbooks and education assistant books for primary and secondary schools are impacted by the publishing policy which is fairly implemented by schools,physical bookstores,and the educational administration,the main reasons for the promotion of the satisfaction of customers who are also readers of the library are that,in recent years,with the strong promotion of the strategy of rejuvenating China by science and education and empowering China with culture,the library has begun to enter the period of high speed development.The analysis of the reasons provides a factual and theoretical basis for exploring the marketing strategy of the physical bookstore.Above all,on the basis of analysis of satisfaction with physical bookstores,different marketing strategy is offered for different purchasers.In the matter of individuals,it is recommended that physical bookstores should make full use of the Internet,create a new way of running physical bookstores as well as advocate all the people to read books.In terms of users of primary and second school teaching materials,it is strongly suggested that physical bookstores should focus on the dynamic education reform to widen the market of school teaching materials.Besides,they are also supposed to fix their attention on the books of subscription as well as their issue.As for libraries,firstly,physical bookstores should make the best use of new technology to broaden a market where it is easy for libraries to get access to all kinds of books;secondly,they should supply whatever books that libraries need in time;thirdly,they are supposed to base themselves on double-item service,eagerly searching for a new model to improve their service for libraries.