Research On Marketing Strategy Of Y Entity Bookstore

Beginning in 2010,China's physical bookstores suffered from multiple shocks such as online transfer of consumers and increased operating costs of stores,which set off a wave of bankruptcy and began the industry's winter.In recent years,with the government's attention to the physical bookstore industry,favorable policies have emerged,and the social public has paid more and more attention to spiritual culture.The Chinese physical bookstore has ushered in a new round of breakthrough and transformation opportunities.Y bookstore has seized the opportunity to gain a place in this industry and formed a certain brand effect,but in the fierce industry competition,facing homogeneous management,high rent cost,online bookstore and e-book impact,a series of problems caused by rapid expansion,how to solve these problems is a problem that Y bookstore must think and explore.Guided by the basic theory of marketing,using the basic principles and analysis methods of modern marketing,starting with market research and analysis,and starting from the analysis of the current market situation,this paper analyses the internal and external marketing environment of Y bookstore,carries out SWOT analysis,and obtains Y by combining questionnaires.The marketing strategy of the bookstore,and targeted to put forward Y Bookstore marketing strategy solutions,trying to develop a set of marketing strategies for Y bookstore can be put into practice.This paper consists of four parts.The first chapter is the introduction,which includes the research background,research significance,research status of book marketing at home and abroad,and the research ideas,methods and framework of Y entity bookstore marketing in this paper.The second chapter mainly includes the summary of marketing theory,marketing mix and Book Marketing theory.Chapter three studies the current situation of Y entity bookstore,analyses the internal and external marketing environment of Y bookstore,STP analysis,explores the marketing environment of Y Bookstore according to SWOT method,and points out the existing problems in the development of Y bookstore.Chapter IV according to the deficiencies of Y entity bookstore,it conducts in-depth research,formulates reasonable marketing strategy and puts forward Safeguard Scheme in connection with specific marketing theory.