Research On Marketing Strategy Of D Bookstore

With the rapid development of network technology in today's world,the form of social development has been transformed,and all aspects of people's lives have been changed with the development of network technology.As human spiritual food,the book industry is also inevitably networked.The growing online bookstore and e-book industry have brought m any difficulties to the operation of ph ysical bookstores.In addition,the sudden outbreak of COVID-19 in 2020 and strict control o,f the flow of people in public places have intensified the business crisis of entity bookstores.At the same time,D Bookstore is affected by its own factors,and its development trend has slowed down year by year Therefore,it is urgent to change the business model and formulate a systematic marketing strategy.The research object of this thesis is Liaocheng D bookstore.According to the current operating conditions of the bookstore and the results of the analysis,the market positioning of D bookstore in the current period of time is decomposed in detail,pricing strategy,distribution channels,promotion methods,product categories and other issues are summarized,and the marketing environment analysis and SWOT analysis are used to analyzde D bookstore in detail,used STP analysis to re-clarify the market positioning,finally,the marketing strategy and safeguard measures adapted to the bookstore are formulated.First of all,in this paper,under the theoretical support of the research results at home and abroad,in combination with the practical situation of D bookstore,analysis the bookstore main problems there are five aspects of marketing,one is the market positioning is not clear,the second is product category is not novel,three is a pricing strategy is not clear,four distribution channels is not scientific,five promotions is not comprehensive;secondly,the macro environment of D Bookstore at the current stage is analyzed by adopting PEST analysis method.The advantages and disadvantages of D Bookstore inside and outside dep artments are analyzed by SWOT analysis method,and relevant countermeasures are summarized;again,based on STP theory,this paper subdivides the existing market of D bookstore,analyzes the advantages and disadvantages of each market for D bookstore and determines the market positioning of D bookstore according to the advantages and disadvantages.According to the 4Ps marketing theory,the marketing strategy of product,price,channel and promotion was developed for D bookstore.Finally,compared with the marketing strategy developed for D Bookstore,proposed the safeguard measures.The researchers in this paper is helpful to the actual development of D bookstore,able to provide help for D bookstore,on the one hand,for D bookstore to formulate feasible marketing strategy,improve the ability to compete with other bookstore bookstore,on the other hand,increases the actual sales profit of bookstores,good for D transformation and upgrading of the bookstore,bookstore sustainable development.