Research On Marketing Channel Management Of S Private Bookstore

With the popularization of Internet technology,online bookstores are becoming more and more popular in daily life.With convenient and fast services and low prices,online platforms such as Jingdong Mall,Amazon,dangdang.com and tmall.com have entered more and more consumers' lives,which has a great impact on the development of physical bookstores.It can be said that the competition for channels has been related to the sales of enterprises Volume and development,channel directly determines the sales volume,for s private bookstore(hereinafter referred to as s bookstore),the quality of channel management,channel strategy is the key to development.In this paper,s bookstore as the research object,do the following work: first,combined with the current situation of the book industry,this paper describes the research background,purpose and significance,research content and methods.Secondly,the research of marketing channel is summarized and commented.This paper describes the theory needed to complete this paper,including 4Ps theory,channel structure theory,Omni channel retail theory.Third,it introduces the general situation of s bookstore and describes the current situation of marketing channels.Fourth,it analyzes the external environment of s bookstore,including market related factors analysis,industry competition environment analysis,market demand analysis,and internal environment of s bookstore,including internal advantages analysis and disadvantages analysis,and analyzes the problems and causes of the marketing channels of s bookstore.Fifthly,put forward the goal and principle of improvement in view of the existing problems,and put forward the improvement plan in combination with the actual situation.Sixth,summarize the content of this paper,and put forward the direction of further research.Through a series of analysis,the main conclusions of this paper are as follows:(1)from the perspective of s bookstore,a private entity bookstore,this paper analyzes the existing problems of marketing channel management from the internal and external environment of s bookstore by using 4Ps,channel structure theory and omni-channel retail theory.It can be concluded that s Bookstore should integrate the existing marketing channels,effectively resolve the channel conflicts,improve the channel relationship,and change Enter the channel management mechanism,so as to form the optimal channel combination that can enhance the comprehensive competitive strength of the bookstore and promote the overall development strategy of s bookstore.(2)although the channel environment faced by each bookstore is different,even more complicated than that described in this paper,the marketing channel improvement principle and improvement scheme proposed in this paper can be regarded as the basic principle of changing into the bookstore marketing channel as long as they can make corresponding adjustment in time and flexibly according to their situation,which has certain universal significance.(3)when implementing omni-channel retail strategy,we should focus on channel access diversification,product information consistency,user information sharing and process integration to provide consumers with a shopping experience that is essentially the same but more valuable and can span multiple channels,so as to improve their comprehensive competitiveness.