呈贡旧时光书店的营销策略研究.docx

呈贡旧时光书店的营销策略研究 摘要：在这个日益浮躁的社会，书籍受到人们的喜爱，在这个时代中，书业本该很红火，但却因网络的飞速发展，阅读方式的改变，实体书店存在已受到严重的挑战，实体书店的数量也在不断减少，但实体书店的减少，并不意味着实体书店到了被社会淘汰的地步，从危机中我们反思，诸多的实体书店倒闭的经历告诉我们不是传统书店已经不行了，而是他们缺乏一个有效的营销方式。 近年来，书店作为城市的文化地标的处境愈发艰难，书店的萎靡不振引起了人们广泛关注。一些书店顺应潮流之变，开始改变自身营销策略并取得了让人欣喜的成效。本文通过分析呈贡实体书店的发展状况，试图为书店提供一套可行的适应如今潮流的营销策略。 关键词： 实体书店；SWOT分析；营销策略 Abstract In this increasingly impetuous society, books are loved by people. In this era, the book industry should be very popular, but due to the rapid development of the network and the change of reading methods, the physical bookstores have been seriously challenged, and the number of physical bookstores is also constantly decreasing, but the decrease of physical bookstores does not mean that the physical bookstores have been eliminated by the society, from the crisis In our reflection, many physical bookstores have gone bankrupt, which tells us not that traditional bookstores are no longer viable, but that they lack an effective marketing method. In recent years, the situation of bookstores as cultural landmarks in cities is becoming more and more difficult, and people pay more attention to the malaise of bookstores. Some bookstores began to change their marketing strategies and achieved gratifying results. By analyzing the development of Chenggong physical bookstore, this paper tries to provide a set of feasible marketing strategies for the bookstore to adapt to the current trend. Key words: physical bookstore; SWOT analysis; marketing strategy 目录 一、绪论 （一）选题背景与选题意义 1选题背景 2选题意义 （二）研究思路、研究方法文献综述 1研究思路 2研究方法 （三）文献综述