Research On Marketing Strategy Of Laiwu Sanwei Bookstore

In recent years,with the rapid development of network technology,changes in consumer reading habits,the rise of mobile digital terminals,and the rapid development of online bookstores,the development of physical bookstores is facing increasingly severe challenges.Physical bookstores play an important role in providing basic public cultural services to the masses,creating a culture of reading culture for all,and promoting mainstream values.However,China’s extremely low per capita paper reading has become a major obstacle hindering the achievement of the social goals of the book fragrance society.This article takes the largest private brick-and-mortar bookstore in Laiwu as an example,and uses literature research methods to draw on the mature marketing models and marketing strategies of brick-and-mortar brick-and-mortar bookstores.Combined with the basic theory of marketing,through case study method,survey and interview method to analyze the problems and the deep causes of the difficulties in the operation of Sanwei Bookstore’s physical bookstore.Use the PEST model to carry out a macro-environment analysis of Sanwei Bookstore;carry out an environmental analysis of the entire physical bookstore industry through the five-force model;analyze the environment facing the development of the entire physical bookstore industry;and analyze the internal resources and capabilities of the company to analyze the advantages of Sanwei Bookstore’s own resources Shortcomings,and then carry out analysis of the resource integration capabilities of physical bookstores.Comprehensive analysis of the marketing environment of Sanwei Bookstore.As the largest and most influential private brick-and-mortar bookstore in Laiwu,Sanwei Bookstore’s operating dilemma is a common problem faced by local bookstores in the region.According to analysis,although the physical bookstores represented by Sanwei Bookstore are facing tremendous pressure for survival,they also face rare Development opportunities.On the one hand,national level policy support for the development of brick-and-mortar bookstores continues to increase.Support for brick-and-mortar bookstores in terms of policy tilt,tax relief,and low-interest loans.Local governments have also actively responded to the call to increase support for brick-and-mortar bookstores.Efforts have been made to introduce a series of supporting policies.On the other hand,with the development and application of Internet technology,online platforms have opened up a wider market for offline physical bookstores.With the help of new technologies,physical bookstores provide a full range of experience services for online bookstores by creating a more perfect consumer experience for consumers,supporting each other online and offline.In addition,the residents’ spiritual and cultural living standards have been continuously improved along with the improvement of their material living standards.The purchasing ability of spiritual and cultural products has gradually increased,providing a broad market demand for the development of physical bookstores.This article proposes the marketing of Sanwei Bookstore from the aspects of products,prices,channels,promotions,personnel,processes,and tangible displays provided by the bookstore through an in-depth analysis of the operating difficulties of Sanwei Bookstore and an in-depth study of the physical bookstore marketing model Combination strategy,and through human resource management measures such as early employee recruitment and selection,training and development,comprehensivelyimprove the professional quality and ability of employees to adapt to the situation requirements;through the implementation of big data analysis,artificial intelligence simulation scenarios,and e-commerce Technical guarantee measures such as cooperation and deep media integration will comprehensively improve the reader’s service experience;on the basis of ensuring the source of corporate funds,set up professional institutions to make the use of funds more standardized and other measures,optimize the allocation of funds,and make the limited funds of enterprises "Good Steel"Using on the blade";by clarifying the company’s core values,creating a strong propaganda atmosphere and extensively carrying out cultural construction activities,the company’s business philosophy is transmitted to each employee from top to bottom,and the spiritual level and quality of employees are improved.Through a series of guarantee measures,the company’s internal marketing capabilities will be enhanced,the organic combination of internal marketing and external marketing will be realized,and method guidance will be provided for the future survival of physical bookstores.