Research On Marketing Strategy Of HD Bookstore

In recent years,the increasingly mature Internet technology has promoted the rapid change of social form,and the traditional marketing model of many industries such as clothing,food,housing and transportation has been gradually reshaped by the Internet.As the spiritual food of people,the book industry,its marketing market is inevitably networked,and the physical bookstore has gradually become the sample room of the online bookstore.People only read books in the physical bookstore,but turn to the online bookstore to buy books at a lower price.The gradually expanding online bookstore and the e-book industry has brought many difficulties to the operation of the physical bookstore.Coupled with the sudden outbreak of the novel coronavirus in 2020,local governments have strictly controlled the flow of people in public places,which has aggravated the business crisis of traditional physical book stores.Therefore,it is urgent for traditional physical bookstores to transform marketing mode and optimize marketing strategy systematically.This paper takes HD Bookstore in Handan City as the research object.First of all,it analyzes the macro and micro marketing environment of HD Bookstore by using relevant theories of marketing environment,and uses SWOT to analyze its strengths and weaknesses,opportunities and threats.Secondly,the 7Ps marketing mix strategy theory is used to analyze the current situation of the city marketing strategy of the book,and the questionnaire survey method is used to analyze the existing problems of the city marketing strategy of the book.The analysis shows that the main problems of the city marketing strategy are as follows: The product mix is not rich,the differential pricing is not clear,the distribution channel is not efficient,the promotion method is poor,the professional quality of personnel is low,the tangible display is not clear and the service process is not novel;Finally,in view of the above problems,combined with the future development direction of the bookstore,from the product,price,channel,promotion,personnel,tangible display,service process and other aspects of its marketing strategy optimization,and put forward the corresponding safeguard measures.The research results of this paper have certain practical significance for the optimization and promotion of marketing strategy of HD bookstore.Through this study,we can improve the marketing strategy of the bookstore,improve the core competitiveness of the bookstore in the market,and promote the increase of marketing profit of the bookstore.At the same time,it also provides a reference for the improvement of the marketing strategy of the physical bookstore industry.It helps physical bookstores to have their own world in the era of network competition and maintain healthy long-term development.