Study On The Entity Bookstore Marketing Of Cultural And Creative Products In Changsha City

The entity bookstores are the cultural space of the city,bearing the cultural responsibility of the city,and are the indispensable space carrier of the city.The entity bookstores face many difficulties all the time,Continuous transformation and upgrading become its only way out.In recent years,the entity bookstores focusing on the creation of immersive space and trying to develop cultural and creative products in bookstores.Marketing cultural and creative products in brick-and-mortar bookstores can,to a certain extent,alleviate the current predicament of brick-and-mortar bookstores:Firstly,it can enrich the store experience and strengthen the integration of books and non-books.Secondly,it can bring diversified consumers to bookstores and improve the liquidity of entity bookstores.Finally,multi-point marketing can be realized to enhance the consumption experience of entity bookstores.Therefore,the entity bookstore of Changsha also started cultural and creative product marketing.Shu Gu bookstore,bookstore of river "meixi river",the author in changsha,Xinhua bookstore(Tianxin store),bookstore,bookstore of Sisyphean,between check,carver bookstore,bookstore of the dursleys attendance,and free bookstore,bookstore of Buddhism,boil,bookstore,bookstore of the wind of deer,Peirong house originally,nine wood bookstore,Zhixing bookstore,bookstore of Boolink,Home study,24 hours climbing bookstore brain factory outlet stores and 20 field interviews and investigation after wen gen products found in changsha city entity bookstore has become a drainage entity bookstore and improve quality of key projects,the article create products welcomed by more and more young,However,It is undeniable that the entity bookstores also encounter many problems in the marketing of cultural and creative products.Based on STP model and 4C marketing theory,combining the competitive advantages of cultural and creative product marketing in physical bookstores in Changsha,this paper analyzes the marketing status of cultural and creative products in the entity bookstores of Changsha city,points out the main problems in the marketing of cultural and creative products in the entity bookstores of Changsha city from the perspectives of consumer demand,consumption cost,convenience and communication,and proposes targeted optimization suggestions for the problems.Finally,the development of the cultural and creative products of the entity bookstore of Changsha requires the bookstore to increase investment,enhance the independent research and development ability of the cultural and creative products of the bookstore,and more importantly,it needs the consumer-centered marketing concept.It is hoped that this study can provide guidance and help for the development of cultural and creative products in the entity bookstore of Changsha city,and open up new development ideas for the entity bookstore of Changsha city.