【作者】 刘烨；

【导师】 孔慧珍； 解光文；

【作者基本信息】 河北科技大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 近年来,越来越成熟的互联网技术促进了社会形态的迅速变化,衣食住行等众多产业的传统营销模式逐渐被互联网所重塑。作为人们精神食粮的图书行业,其营销市场也不可避免地网络化,而实体书店也逐渐沦为了网上书店的样品间,人们在实体书店只看不买,转而去网上书店以更低的价格选购图书,这样逐渐壮大的网上书店以及电子书产业,给实体书店的经营带来了重重困难。加之2020年新冠疫情的突然爆发,各地严控公共场所人流量,更加重了传统实体书城的经营危机。因此,传统实体书店转变营销模式、系统的优化市场营销策略迫在眉睫。本论文以邯郸市HD书城为研究对象,首先,采用市场营销环境相关理论对HD书城的宏观及微观市场营销环境分析,并应用SWOT对其优势与劣势、机会与威胁进行分析;其次,采用7Ps营销组合策略理论分析该书城市场营销策略现状,并应用问卷调查法对该书城市场营销策略存在的问题进行分析,分析发现该书城市场营销策略主要存在以下问题,分别是产品组合不丰富、差异性定价不明确、分销渠道缺乏效率、促销方式效果差、人员专业素养低、有形展示不清晰以及服务过程不新颖;最后,针对上述问题,结合书城未来的发展方向,从产品、价格、渠道、促销、人员、有形展示、服务过程等方面对其营销策略进行优化,并提出相应的保障措施。本论文研究成果对HD书城市场营销策略优化和提升有一定现实意义,通过本研究可以完善书城的营销策略,提高书城在市场上的核心竞争力,促进书城营销利润增加;同时,也为实体书店行业市场营销策略的完善提供了参考。本研究成果还有助于实体书店在网络竞争时代拥有自己的天下,保持健康长远发展。更多还原

【Abstract】 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.更多还原