Research On Marketing Strategy Of Shenyang XH Book Store

With the development of information technology and the change of people's reading habits,the online bookstore has sprung up in the past ten years,and the proportion of electronic reading in people's reading time is increasing.With the diversification of reading methods and book shopping channels,the development of the entity bookstore is facing more severe tests,and the competition environment is becoming increasingly fierce.Shenyang XH bookstore is Liaoning the largest and most influential state-owned bookstores,but in a diversified pattern of market competition situation,there are sales and profits difficult situation.This research starts from the basic theory of marketing,summarizes the development of marketing related theories,and analyzes the marketing status of the book industry at home and abroad,which lays a theoretical foundation for the marketing strategy of XH bookstore in Shenyang.Then,with SWOT analysis,Porter's five forces model,PEST theory,STP theory and 7PS marketing theory,with Shenyang XH Bookstore marketing strategy as the research object,makes a critical analysis,summarizes the exposure in terms of marketing concepts and methods of XH Bookstore develops the service marketing the problem and cause analysis put forward the feasible strategies.In this thesis,the author analyzes the Shenyang city XH's internal and external environment,summed up the enterprise brand,channel,service experience,and enjoy the advantages of the policy,and opportunities in terms of price,time and space limitations,operating costs and management level of the weaknesses and threats,find marketing way from,improve business performance,has become the city of Shenyang XH bookstore problem.Then,according to the actual situation and development goals of enterprises,expand the market segmentation and market segmentation,marketing strategy on the basis of Shenyang city XH bookstore design,focus on the combination of enterprises in the promotion,channel and display and other aspects of the advantages and disadvantages,established price promotion strategy,promotion strategy;traditional channel strategy flow,network marketing strategy,channel strategy and other book code heap and situational display demonstration strategy,planning and supporting measures for the implementation of the marketing strategy,such as management system and human resource guarantee and incentive mechanism etc..It is worth mentioning that,because Shenyang XH bookstore is a chain enterprise,so the author in the market segmentation and marketing strategy design are fully considered this point,take the local conditions,the way to treat differently,this is also the innovation of this article.