Bookstore marketing activity planning

Bookstore Marketing Activity Planning 1

1. Foreword

In this increasingly impetuous society, books are loved by people. In this era, the book industry has always been It should be very popular, but due to the rapid development of the Internet and changes in reading methods, the existence of physical bookstores has been seriously challenged, and the number of physical bookstores is also declining. However, because of the decrease in physical bookstores, I also see business opportunities, but The experience of many physical bookstores closing down tells us that traditional bookstores are no longer viable, so I plan to open a new hybrid bookstore.

2. Store introduction

Our store name is "Half Day's Leisure". This name is taken from "Stealing Fusheng's half-day leisure". In modern society, whether it is work or work, We are still students and are busy with various things every day, so I think people need bookstores to calm their impetuous hearts.

The bookstore is located in the school. It is mainly a new type of complex bookstore that integrates consumption, enjoyment, collecting hobbies, and academic exchanges.

3. SWOT analysis

(1) Advantages

1. Cheap price. First of all, because the school supports students to start their own businesses, it eliminates the cost of water and electricity, which makes the cost of our bookstore relatively low. Also, when we purchase more goods at one time, the price is cheaper. Second-hand books are also very cheap.

2. There is no store rental cost. This is mainly due to the school's policy.

3. Diversified product categories. In the bookstore we will sell some cultural and creative products and cultural exchange and enjoyment products.

4. Diversified sales methods. We will join online book sales and become a bookstore that integrates physical and online services.

(2) Disadvantages

1. Little management experience. The managers are all students and have never managed a store, so we lack some management experience.

2. Lack of popularity. Because the school only has a library and a newsstand outside the school, my classmates are not very familiar with my bookstore, so my bookstore lacks enough popularity.

3. Poor geographical location. The location that the school will give us is relatively "remote" and is not a "must pass" by students every day. According to Li Ka-shing's "location theory", this is not a good geographical choice.

(3) Opportunities

1. The used book market is relatively blank for teachers and students in schools. A market that has been cultivated and standardized will become a competitive field in the reading market.

2. The leisure concepts of many students have changed. They are no longer addicted to the Internet, falling in love, and are no longer satisfied with food and clothing. They pay more attention to spiritual satisfaction and the improvement of personal abilities. This concept has gradually changed. Reflected in finding a quiet place to read.

3. There is no formal bookstore near the school. The school library is only a place for reading and accessing materials, not a profit-oriented industry. The newsstands outside the school do not have books, so they cannot compete with our bookstore.

4. There are nearly 20,000 teachers and students in the school. Most of them have the "bookstore complex" unique to Chinese people, so the customer base can be guaranteed.

(4) Threats

1. The impact of online bookstores. Now is an Internet era, e-commerce is everywhere, and the rapid expansion of online book sales is a fatal factor in the decline in sales of traditional physical bookstores. Online bookstores attract many customers with their wide variety of books, fast purchasing methods, and cheaper prices and continue to squeeze the living space of physical bookstores.

2. Changes in reading methods. In recent years, with the development of digitalization, the way readers read has changed significantly. From paper reading to electronic reading to mobile reading, these changes undoubtedly make it more difficult for physical bookstores to survive.

IV. Development Strategy

Early stage

In the early stage, because the bookstore has just started, the managers have no experience, the bookstore has no popularity, and customers do not understand the bookstore. So we plan to use January to May to accumulate the popularity of the bookstore and the managers’ experience in managing the bookstore. We mainly use the price advantage of books, complete varieties, store decoration design and a series of promotional activities to attract customers.

Medium term

Since the bookstore has already accumulated some popularity and management in the early stage, we will continue to maintain the advantages of the early stage in the medium term and develop the style of the bookstore in the direction of cultural exchange and enjoyment. . We will hold some cultural exchange meetings, academic salons, academic reports, listen to celebrity lectures and other activities to develop our bookstore. At the same time, we will launch cultural creative products and cultural enjoyment products while reading in the bookstore. This will also be the main content of our bookstore. Run the program.

Later stage

In the later stage, we will continue to take cultural exchange and enjoyment as the main development style of the store, and at the same time create a readers’ hobby association (Note: If the time is right, we will will be established), in order to maintain the hobbies of the members within the association, and at the same time, let the members of the association drive and attract more students to join our association. The association will be divided into different groups by book category so that students can communicate and enjoy reading together.

5. Supply channels

The goods in our bookstore can be divided into three types.

1. Books

Books are divided into new books and old books. We can buy new books from the new book wholesale market in Yangzhou and from Alibaba online; and we can buy used books from the flower and bird market and second-hand wholesale market in Yangzhou, or we can directly contact the second-hand book sellers in Yangzhou.

2. Newspapers and magazines

Regarding newspapers and magazines, we can directly cooperate with newspaper companies. Newspapers and magazines of newspaper companies are generally not sold out and can be exchanged, so we don’t need to worry.

3. Cultural and creative products and cultural enjoyment products

For cultural creative products and cultural enjoyment products, we can purchase them from two channels. First: Purchase wholesale directly from Alibaba, but the quality of such items cannot be guaranteed. Second: We can wholesale items from the local small commodity wholesale market and food city in Yangzhou, but the price will be more expensive than on Alibaba.

6. Sales Planning

(1) Self-Change

1. Positioning of Customer Groups

The main customers our bookstore faces It's a teacher, a student. Therefore, our bookstore will mainly produce textbooks, educational books, reference books, examination reference books, novels, newspapers, magazines and other books as well as some exquisite cultural and creative products, cultural exchange and enjoyment products, with price, service and unique It is a new operation mode with decoration design and strong academic atmosphere as the main development direction.

2. Vigorously expand the book business

Our bookstore will join the online bookstore, so that students and teachers can see the books in my bookstore on the Internet, which is convenient for students. purchase, and at the same time increase the number of customers.

Our bookstore will also work hard to cooperate with schools and strive to win the business of teaching materials for various schools in Yangzhou.

(2) Store features

1. Classical atmosphere

Our bookstore decoration will be mainly white, and some Chinese paintings will be hung on the four walls. Landscape paintings, and some Chinese classical light music (Note: "High Mountains and Flowing Waters", "Questions and Answers of Fishermen and Woodcutter") will be played in the store. At the same time, some small potted plants will be placed in the store and some sandalwood will be lit at appropriate times. Generally speaking, our bookstore will have a classical atmosphere.

2. Add a message board

Post-it notes will be provided for free in the store and a corner will be left. Students can write on the post-it notes and stick them on the corner. The words on it You can say it to our bookstore, you can inspire yourself, you can also say it to the person you like, and if you leave your own number and other people's numbers on the wall, then I may be selected to send it to you. SMS (note: ten per day). This invisibly increases the popularity of the bookstore.

There are bookstores on many university campuses. I personally believe that in addition to bringing economic benefits to the operators, bookstores can also bring cultural atmosphere to the campus, increase the cultural atmosphere of the campus, and increase the number of classmates. They love books and guide students to enjoy reading. It can be said that opening a bookstore in school is definitely a win-win situation. Bookstore marketing activity planning 2

1. The current marketing situation

Everyone in China believes that online marketing is a newly emerging online marketing model. In view of the current situation in China, the needs of netizens In terms of quality and popularization, it is a bit reluctant, but we have to stand high and see far. In fact, the space for online marketing is still very large and has great potential. Enterprises can greatly reduce investment and achieve quick results by conducting online marketing. The first choice for enterprises to do marketing.

2. Market demand analysis

Feasibility analysis:

1. The competitive advantages of high quality and low price of online bookstores

2 , Online bookstores spread quickly

3. Online bookstores face a customer base of 80 million people

Website design needs analysis

1. , Establish a complete product information display system

2. Establish a corporate image of honest management

3. Maintain a leading position in the market

4. Attract more customers , provide short-term discounts, regularly update information, understand customers, implement discounts, engage in promotional activities, etc.

5. Provide more effective services to existing customers

6. Develop new business opportunities, such as: various audio products, various software and hardware, learning CDs, etc. wait.

7. Establish a complete online service system to integrate online and offline services.

3. Promotion plan

1. Brand building, establishment of bookstores and chain stores

2. In addition to personal promotion methods, non-personnel promotion includes three forms: advertising , public relations and business promotion

3. Search engine promotion

4. Business information platform release: Use global resources and various large-scale business platforms to put our book bar online The new products of the bookstore appear in front of the customers in a timely and effective manner.

5. Industry links: Search extensively on the Internet for some peer websites related to this website, and make industry links with them, which can increase the visibility of various industries.

6. Business software promotion: Use online marketing business software to publish the information and product information of the University Town Book Bar and Online Bookstore to the supply and demand platforms of major industries.

7. Use holidays and weekends to carry out campus promotion and recruitment activities to increase visibility.

8. Implement a membership system.

4. Network Security Management

In response to security risks on the Internet, in order to effectively prevent websites from being illegally invaded, ISPs should strengthen website security management. Network security management is mainly divided into four aspects:

1. Prevent unauthorized access.

2. Prevent leaks.

3. Prevent users from rejecting system management.

4. Prevent loss of system integrity.