Study On The Digital Intelligent Marketing Of Physical Bookstores Under The Perspective Of Post-epidemic

Physical bookstores are important cultural places for the dissemination of knowledge as well as cultural landmarks of a city.In recent years,the rapid development of the digital wave has not only caused consumers to change their original behavior habits and form new consumer demands,but also subverted the business philosophy of physical bookstores and brought new opportunities and challenges to the marketing reform of bookstores.The impact of the New Crown Pneumonia epidemic coupled with the promotion of digital,network,and smart technologies has enabled the publishing industry to achieve integrated development at multiple levels of content,channels,and terminals.After the wave of bankruptcy,physical bookstores are actively thinking about new ideas for transformation and exploring new marketing paths.As the theoretical basis for the research on the marketing strategy of physical bookstores,new retail,full link,and digital intelligence have become hot words in the marketing world in recent years.Physical bookstores should seize the opportunities brought by the wave of digital intelligence and the development of new retail,adapt to the new needs of consumers,change their marketing strategies in the post-epidemic vision,and strive for survival and development.Under the pressure of the new environment,physical bookstores can better adapt to the rapid changes in the current marketing environment and form by constructing a full-cycle,full-link digital intelligent marketing model from content release period,content grassing period to content precipitation period.The physical bookstore in the front link realizes content delivery through live marketing,short video marketing,and multi-platform drainage,and reaches the audience in depth;in the middle link,it realizes content sowing and shortening the conversion path through social retail,takeaway instant retail,and scene marketing;in the back link,it realizes content precipitation,conversion repurchase,and fission refreshing through community marketing,word-of-mouth marketing and in-depth relationship marketing.Compared with traditional marketing,full-link digital intelligent marketing starts from the full life cycle of users,emphasizes the importance of marketing information to "customer acquisition" and pays attention to "customer retention",and integrates the relationship between consumers and products from a single transaction to a long-term symbiosis.Of course,what cannot be ignored is that the current full-link digital intelligent marketing model faces great practical challenges in content delivery,technical empowerment,and operation and maintenance.The specific manifestations are content output,sales conversion,traffic operation,and technology conversion,data insight,team operation,community maintenance,and resource integration.Therefore,new marketing paths that vary from store to store still need to be continuously explored.In the future,with the further development of digital intelligence technology,information interconnection,technology empowerment,through the O2 O full-link marketing system,and the prospect of creating digital intelligence marketing ecosystem of physical bookstores is promising.