Research On Service Design Of Physical Bookstore Based On Brand Relevance Strategy

The physical bookstore is a carrier for sharing human knowledge and a platform for promoting cultural exchanges.With the impact of e-reading and online marketing,physical bookstores have lost their competitive advantages and have fallen into business difficulties.They have shifted to multi-format empowerment models.The brand positioning is blurred,products and services are homogenized,and the form is greater than the content."The phenomenon of resorts.Literature studies have found that domestic and foreign research on physical bookstores mainly focuses on the development model,characteristic trend,space and brand design,and ignores the essential attributes of physical bookstore book retail services.This paper takes Sanlian Taofen Bookstore(Sanlitun Branch)as an example.Based on the research of brand relevance strategy,it analyzes the Porter competitiveness model of 7P marketing theory,summarizes the advantages and disadvantages,opportunities and threats of the internal organization and external environment of the bookstore,and forms it through SWOT analysis.Strategic positioning;adopt service design thinking to analyze the current situation of bookstore services and the whole process of users buying books.Summarize the characteristics of consumers through field research and questionnaire surveys to form user portraits.Through user journey analysis and user experience research,it summarizes the pain points of each link in the book buying process,explores different levels of user needs and conducts design induction.Focusing on strategic positioning,preliminary screening of requirements is carried out,through the construction of the KANO model,the requirements are prioritized,and four aspects of expectations and charm attribute requirements are summarized: multi-dimensional book reading and intelligent recommendation methods,which are convenient for book search Inquiry methods,convenient book settlement services,and interactive book packaging services for entertainment.Based on technologies such as the Internet of Things,big data,RFID smart payment,AR indoor navigation,DIY laser engraving,and collaboration with existing service resources and stakeholders,the contact points in the service are optimized to build a new retail service system for physical bookstores.Take the impromptu consumer group who entered the bookstore for the first time as an example to build a service prototype,draw a service blueprint,and describe the entire service process.For the purpose of realizing services,design an online user interactive platform and product equipment that will assist physical bookstores in book retail services after 5 years.The online platform provides users with seven service areas for brand activity promotion,book classification,triple recommendation,personalized recommendation,book settlement,DIY packaging design,and online community.The connection between product equipment and online platform assists in information display and AR books.Location query,RFID smart settlement,DIY book packaging design.The design semantics of the online user interaction platform and product equipment integrate brand cultural elements and combine reasonable spatial layout to provide service.Finally,through differentiated products and services,the book retailing of Sanlian Taofen Bookstore(Sanlitun branch)will be promoted to achieve brand relevance and enhance market competitiveness.The combination of theory and practice forms a systematic methodology,which provides new ideas and methods for other physical bookstores to achieve differentiated strategic positioning,optimize user experience,and innovate product and service models.