Research On The Digital Transformation Of J XinHua Bookstore’s Marketing Strategy

With the rapid development of mobile internet,cloud computing,big data and other information technologies,the traditional marketing thinking and mode of physical bookstores can no longer adapt to the changes of the market and the reading needs of consumers.In this context,how to carry out digital marketing transformation and explore the way of "digital survival" has become an important topic for physical bookstores to connect with market demand,achieve high-quality development and improve economic benefits.Xin Hua Bookstore,as the largest bookstore in China,must jump out of the traditional marketing thinking pattern in the context of Internet plus and actively achieve digital marketing development on the basis of integrating its own resources.Taking J Xin Hua Bookstore as the research object and based on digital marketing theory,4Ps theory and 4Is theory,this paper analyzes the marketing status of J Xin Hua Bookstore through interview and questionnaire survey,and finds that J Xin Hua Bookstore has some problems in its marketing strategies,such as monotonous product content,rigid price system,single sales channel,backward promotion and so on.Considering these problems and combined with its internal as well as external environment of J Xin Hua Bookstore,this paper proposes specific strategies for the digital transformation of J Xin Hua Bookstore’s marketing.They are:marketing digital product strategy,including establishing customer big data warehouse,establishing J Xin Hua Electronic Library and building a one-stop comprehensive store for cultural life experience;marketing digital price strategy,including establishing product information platform to realize dynamic pricing and focusing on product value perception to realize differential pricing;marketing digital channel strategy,including optimizing resource allocation to accelerate the construction of online stores and establishing multilateral cooperation to realize leveraging sales;marketing digital promotion strategy,including Internet plus brand story and new media promotion.Further,this paper points out four measures to ensure the successful implementation of J Xin Hua Bookstores marketing digital transformation strategy,including technology accumulation,platform construction,human resources and logistics resources.Based on the current resource status of J Xinhua Bookstore,this paper proposes a digital transformation plan suitable for J Xinhua Bookstore.The research results are not only conducive to promoting the successful marketing digital transformation of J Xinhua Bookstore,but also provide experience for the digital development of other physical bookstores,which has important theoretical and practical value.