Research On The Development Strategy Of Zhangjiakou Ideal Bookstore

Physical bookstores are the important cultural facilities and civilization carriers in our country.They play an important role in promoting nationwide reading and improving the quality of the whole people,no matter in the past,at present or in the future.With the application of Internet technology,online bookstore develops rapidly,which brings about huge impact on the Physical bookstore.Due to electronic and digital reading tendencies,consumers' reading habits are changing.As a result,the sales of paper books decline and physical bookstores operate with difficulty.However,as the Nationwide Reading is held all over the country and a serial of policies in favor of physical bookstores are issued by the government,the development of the physical bookstores presents a booming trend.Some of physical bookstores are even expanding their scales.Under such a background,the strategic choices of the physical bookstores tend to be extremely important.The thesis takes Zhangjiakou Ideal Bookstore(hereinafter called The Ideal Bookstore)as the research object.The thesis,based on relevant theories of strategic management,analyzes the internal and external environment of The Ideal Bookstore in detail.Based on this,the thesis proposes an overall strategic planning on the future development for The Ideal Bookstore.Firstly,the thesis introduces the relevant research on the development strategy of Physical bookstores at home and abroad,and illustrates the current research situation,basic theory and common analysis tools of the strategy management.Secondly,the thesis analyzes both the macro-environment and the industry environment of The Ideal Bookstore,using respectively strategy analysis tools such as PEST analysis and Michael Porter's Five Forces Model in order to identify its key opportunities and threats.Then,the thesis analyzes the internal environment of The Ideal Bookstore to identify its key advantages and disadvantages.Next,the thesis concludes and analyzes its internal environment factors through SWOT analysis matrix.Based on the analysis,the thesis formulates the mission,vision,strategic target and development strategy of The Ideal Bookstore.Finally,the thesis proposes the guarantee measures to ensure the strategic target and development strategic plan can be implemented effectively.The author of this thesis proposes that The Ideal Bookstore should choose the development strategy which is characterized by “Based on the main business of books,while holding the strategies of diversified development,differentiated competition,and integrated operation both online and offline”.The research made in this thesis can not only provide a reference for the future development of The Ideal Bookstore,but also set a good example for the development of other physical bookstores.