Research On Services Marketing Strategy Of Changchun Sisyphe Bookstore

Changchun Sisyphe bookstore is a national theme experience standardized chain bookstore.For a long time,it has been adhering to the value orientation of“participating in the local spiritual life”and the business philosophy of “guiding and promoting the public's quality reading”.After more than 20 years of arduous efforts,it has gradually formed elegant and heavy brand characteristics in the physical bookstore industry,and is facing fierce competition in the industry They have a place in the world.However,since entering the Internet era,with the rapid development of e-commerce and the emergence of digital publishing,online bookstores make use of their absolute advantages in small inventory and operating costs to “bargain” with suppliers and publishers,which lowers the retail price of books and wins by volume,occupying a larger share of the retail distribution market of books and directly squeezing the survival space of physical bookstores In recent years,it has caused a huge impact on the private entity bookstore industry including Changchun Sisyphe bookstore.The essence of retail is to provide services.The essential difference between physical bookstores and online bookstores lies in the perception of physical bookstores.In this era of service economy,tangible products and services have been integrated into a whole.Not only the service industry needs consumers to have the awareness of service and marketing,but also the service part of all tangible products should seek new profit growth points from the once neglected service and marketing.If we can grasp this feature and improve the quality of service marketing,it is bound to further widen the gap with other physical bookstores and become a leader in the industry.Firstly,this paper uses 7Ps modern marketing theory to sort out the current situation of service marketing of Changchun Sisyphe Bookstore one by one,and analyzes seven problems such as similar products,high service price,insufficient channel laying,single promotion mode,weak personnel management,fuzzy service direction and lack of tangible display.Then,by using PEST analysis method and Michael Porter's five forces model of enterprise competition,the macro and micro environment of Sisyphe bookstore in Changchun was studied and analyzed respectively.Then,the SWOT analysis method is used to construct the strategy combination diagram of Sisyphe bookstore.After comprehensive analysis,the so strategy combination is selected as the main marketing strategy of Sisyphe bookstore in Changchun.Based on the above research and analysis results,this paper uses STP theory to subdivide the consumer groups,selects the target market,and makes the market positioning of the enterprise and products of Sisyphe bookstore.Based on the current situation and existing problems of service marketing of Sisyphe bookstore,this paper formulates the service marketing mix strategy of Sisyphe bookstore in Changchun,and puts forward six service marketing strategies:expanding product types,broadening network channels,strengthening publicity and promotion,improving staff management methods and improving tangible display.Finally,the personnel,funds and organizational guarantee measures of service marketing strategy are formulated to ensure the implementation of this strategy research.I hope the above research on the service marketing strategy of Sisyphe bookstore can make it continue to maintain its industry advantages and gradually transform into a high-quality cultural products and life service provider.