202 1 model essay on bookstore marketing activity scheme

In this era, the book industry should be very prosperous, but the existence of physical bookstores has been seriously challenged due to the rapid development of the network and the change of reading methods. How should merchants increase the sales of bookstores? The following is the marketing plan of 202 1 bookstore. Please refer to.

Bookstore Marketing Program 1 Opening an online bookstore can also provide a convenient, cheap and efficient way for college students to buy books, promote cultural exchanges, and help the country and schools cultivate outstanding talents, which has long-term social and economic benefits. Online bookstore has become an indispensable business strategy for modern traditional bookstores. At present, online bookstores have diversified business functions that can be realized on the Internet. It can be said that from the most basic functions of external communication and display, information release, online book display, online negotiation, online trading, online purchase, online customer service and online website management. Almost all the functions of traditional bookstores can operate efficiently electronically on the Internet.

The promotion of online bookstore is more difficult, and there are many factors to be considered, such as the demand analysis, overall planning, function and implementation scheme of online bookstore system, dissemination and promotion of online bookstore, software and hardware configuration for operating online bookstore system, management system and management mode of online bookstore, etc. The quality of online bookstores directly affects the actual effect and economic benefits of traditional bookstores on the Internet, which is not only a technical issue, but also involves management factors.

I. Current marketing situation

In China, everyone thinks that online marketing is a new online marketing model, which is a bit reluctant in view of the current situation in China and the quality and popularity of netizens. However, we should stand high and see far. In fact, there is still a lot of room for online marketing and great potential. Enterprises can greatly reduce investment and get quick results, which is the first choice for enterprises to do marketing.

Second, the market demand analysis

Feasibility analysis:

1, the competitive advantage of online bookstore with high quality and low price.

2. Online bookstores spread rapidly.

The online bookstore faces 80 million customers.

Analysis of website design requirements

1. Establish a perfect product information display system.

2. Establish a corporate image of honest management.

3. Maintain the leading position in the market.

4. Attract more customers, provide short-term discounts, update information regularly, get to know customers, implement discounts, and engage in promotional activities.

5. Provide more effective services for existing customers.

6. Develop new business opportunities, such as various audio products, various software and hardware, learning CDs and so on.

7, establish a perfect online service system, realize the combination of online and offline.

Third, the promotion plan

1, brand building, establishment of bookstores and chain stores.

2. In addition to personnel promotion, non-personnel promotion includes advertising, public relations and business promotion.

3, search engine promotion

4. Release of commercial information platform: With global resources and various large-scale commercial platforms, the new products of our online bookstore will appear in front of our customers in a timely and effective manner.

5. Industry Links: Search the websites of some peers related to this website extensively on the Internet, and make industry links with them to increase the popularity of various industries.

6. Promotion of business software: Using online marketing business software, the information and product information of online bookstore in University Town will be released to the supply and demand platforms of major industries.

7. Use holidays and weekends to carry out campus publicity and recruitment activities to raise awareness.

8. Implement the membership system.

Fourth, network security management.

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

1. Prevent unauthorized access.

2. Prevent leakage.

3. Prevent users from rejecting the management of the system.

4. Prevent the loss of system integrity.

Bookstore marketing activity planning 2 I. Planning background

1. Overall consumption:

Consumption generally tends to pay more attention to economic benefits and personalized consumption, and enhance their self-cultivation image.

2. The cultural background of the bookstore:

(1) The target consumers are mainly teenagers and students in and around Renmin University. They accept new concepts of individuality and economy. The healthy reading image created by the bookstore matches the high-quality life required by the cultural background of the target market and pursues a leisurely lifestyle.

(2) Most students in school have no habit of reading, reading or even buying books in old bookstores.

3. Micro-restrictive factors of bookstore marketing environment;

(1) Personally speaking, shopkeepers lack the guidance of professional business philosophy, are more casual, have no clear management and monitoring system, and belong to the idlers.

(2) Book sources of bookstores: Books are mainly used books purchased from college students and their surrounding residents, with low cost. The bibliography is miscellaneous, and there are all kinds of books.

4. Market overview

(1) Market scale: With the improvement of cultural level, people pay more and more attention to the improvement of their self-cultivation. At the same time, in the increasingly commercialized streets, it is difficult to find a place where they can rest their minds. The atmosphere of the old bookstore is very suitable for the spiritual needs of college students. In terms of sales volume, the consumer market is bigger.

(2) the composition of the market

The main operators that make up this market are:

There are three bookstores around, all of which belong to new bookstores. Bookstore bibliographies are mainly set for various exams, such as English CET-4 and CET-6 review questions, civil service exam questions and postgraduate review questions. There are also some famous books and various essays.

Basically, these bookstores do not form a direct competitive relationship with our stores. The two sides exist in a complementary form, but they have overlapping target consumers to some extent.

(3) the characteristics of market structure

The market has no seasonality and exists for a long time. Consumption generally has a fixed time (evening), and the reading crowd is relatively stable.

Two. Planning time

202 1- 1 1-28——202 1- 12-03

Three. Planning goal

Meet the needs of students and surrounding citizens for new knowledge and improve the quality of our stores among students and citizens.

The popularity of ... It is expected to realize the development and occupation of the consumer market and potential consumer market in a certain district within one year, and radiate to the surrounding areas on this basis.

Four. An analysis of the current situation

According to the survey results, there are the following points:

1. Of the 100 respondents surveyed at the scene, 57% bought new books.

Some people have been to second-hand bookstores.

2. Among 57% customers who have bought new books, 42% think the quality of books should be improved.

The service of the bookstore is not perfect. For example, after some books are sold, users find that the books are missing pages, and bookstores are unwilling to bear the relevant responsibilities for this situation.

4. The promotion of bookstores is not enough. In the investigation, we found that quite a few people have no knowledge of genuine books, let alone bookstores and new book purchases.

Situation analysis of verb (abbreviation of verb)

1. Advantages.

(1) The profit of the new book is considerable;

(2) There are a wide range of tourists, mainly from surrounding schools and their communities;

(3) No pollution, no shelf life and easy storage and collection.

(4) Compared with school librarians, bookstore users can read and use their favorite books anytime and anywhere, and read and use them repeatedly. But the books borrowed by the librarian should be returned within the specified time, otherwise it will be troublesome to renew the loan fee.

(5) The people in this area are highly educated and have strong spending power.

(6) There are no strong competitors in this area.

2. Disadvantages. Our shop is not in the main street, it is not conspicuous enough and the area is not large, so it needs further decoration. There are many kinds of books, which are easy to be messy, and the workload is heavy when purchasing and sorting; Pay attention to moistureproof, arson and insect prevention all the year round, which increases the difficulty of management; Quality problems are difficult to guarantee.

3. Opportunities. There is only one shop in this area, and there is no competitor in the same industry; Universities and communities are concentrated here, and the surrounding citizens are of high quality, which is convenient for publicity and promotion, especially with the participation of teachers and students, and the market prospect is considerable. However, many old books are marked by original readers, especially reference books, which is not only not conducive to reducing readers' reading of books, but also disrupting their own thinking, so that new books will not have this trouble.

4. threats. Many people don't know enough about new books; Buyers are mainly students, which is not conducive to the sales of certain books in bookstores, and the target market positioning is relatively simple; Although it was not threatened by new bookstores, it was threatened by second-hand bookstores. The purchase channel is not smooth and the discount is low. Our lack of fame leads to the loss of opportunities.

6. Marketing Strategy (4p)

1. product strategy.

(1) Make a strategy according to the target market focus of the bookstore. Bookstores should feature classics.

At the same time, bookstores are diversified and divided into four modules: textual research (including books and materials), literature, magazines and periodicals, and other categories. Our main customers are students, especially college students, who pay more attention to textual research during their school days, such as CET-4 and CET-6, accounting, computers and tour guides. According to this situation, bookstores can pay attention to the selection of books and materials related to textual research when entering books, and make this project our own characteristics. Bookstores only keep the textual research in the past two years, and those that exceed the time limit will not be ordered to avoid the backlog of books. The remaining three categories should be screened and processed at the end of each year to reduce inventory.

⑵ Improve product quality, deal with the problem books that seriously affect customers' reading, establish a good image of the bookstore and attract buyers.

2. Price strategy. Pricing is based on the cost and use value of books.

(1) Flexible pricing. Like data, it can be determined according to the popularity of data. Others can also be priced according to the specific situation.

(2) quantity discount. Customers who buy a certain number of books or books will get a certain discount.

(3) Member discount. When customers buy a certain number of books, they will give a membership card and give members a lifetime discount.

3. Channel strategy. Sales channels are mainly physical store sales and online sales. Set up sales agents in crowded places, especially schools, to sell various magazines and periodicals and provide entertainment for students.

4. Promotion strategy. At present, it is the first step to enhance consumers' understanding of new books and improve our store's popularity. Bookstores can strengthen publicity by distributing leaflets and sponsoring activities.

Seven. Target market analysis

1 .. market segmentation can be divided into more detailed analysis of marketing opportunities, so as to put yourself in a favorable position, play a better marketing effect and increase profits:

(1) demand difference: divide different consumer groups and measure the needs of different consumers, such as those who take the postgraduate entrance examination and those who do research.

(2) Accessibility: The segmented market should be accessible through marketing activities, that is, the market where products can enter through efforts and exert influence on customers. On the one hand, information about products can be successfully transmitted to most consumers in this market through certain media; On the other hand, products can be transported to the market through certain distribution channels in a certain period of time;

(3) Adequacy: The market segments should be large enough to be profitable and can be oriented to major schools and even communities.

(4) Possibility of action: Existing resources can guarantee to provide products or services that meet the needs of the main body for market segments.

2. So the target market groups of our store are mainly: students like some club members who search for books.

3. Market positioning

(1) Interest orientation is "service first", which fully meets consumers' needs and hobbies, grasps consumers' purchasing psychology, and brings convenience and pleasure to consumers.

(2) Price and quality positioning combines price and quality and is positioned as "good quality and low price". The value of the goods is superior and the service is first-class.

Eight. Planned budget

The budget is divided into two parts: book input cost and promotion cost. The investment cost of books is complicated, involving different ordering methods of different kinds of books, so the overall budget should be 20 thousand to 30 thousand. What can't be sold can also be sold back to the cost, so there is a profit. The key is how to expand sales. This involves the promotion cost. The cost of promotion can be two to three thousand, including the printing of leaflets and the salary of personnel.

Nine. contingency plan

Various crisis management plans:

(1) In case of major quality accidents, find out the reasons in time, explain the situation to consumers, apologize, and do not shirk the responsibility.

(2) When customers complain, accept customers' opinions with an open mind, improve in time, and achieve greater development.

(3) If the supply is insufficient or inaccurate, the reasons should be explained in time, the problem should be solved as much as possible, and a good image should be established.

(4) If counterfeit goods are found, replace them for consumers in time and apologize, and strengthen the inspection of books to avoid such accidents from happening again.

X. Inspection and evaluation

Compare the monthly sales volume with the number of people who come to the store and evaluate the customer's awareness of the store. After that, the method of questionnaire survey was used to evaluate.

Bookstore marketing plan 3 i. Preface

I want to open a new compound bookstore.

2. Shop introduction

The name of our shop is "Half-day Floating Life", which is taken from "Half-day Leisure of Pirates Floating Life". In modern society, both faculty and students are busy with all kinds of things every day, so I think people need bookstores to calm their impetuous hearts.

The bookstore is located in the school, and its type is mainly a new compound bookstore integrating consumption, enjoyment, collection hobby and academic exchange.

3. Situation analysis

(A) Advantages

1. The price is cheap. First of all, because the school supports students to start businesses, water and electricity fees are free, which makes the cost of our bookstore relatively low. And we buy more goods at a time, and the price is cheaper. Besides, second-hand books are very cheap.

2. There is no store rental fee. This is mainly due to the policy of the school.

3. Product diversification. In the bookstore, we will sell some cultural creative products and cultural exchange enjoyment products.

4. Diversified sales methods. We will join in selling books online and become a bookstore combining entity and network.

(2) Disadvantages

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

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

3. Poor geographical location. The school will give us a remote location, which is not the only way for students every day. As far as Li Ka-shing's "location theory" is concerned, it is not a good geographical choice.

(3) Opportunities

1. The second-hand book market is relatively blank for the teachers and students of the school, and the cultivated and standardized market will definitely become a competitive field in the reading market.

2. Many students' leisure ideas have changed. They are not addicted to the internet, fall in love and are not satisfied with food and clothing. They pay more attention to spiritual satisfaction and the improvement of personal ability. The change of this concept is gradually reflected in finding a quiet reading place.

There is no formal bookstore near the school. The school library is only a place for reading and consulting materials, not a profit-making destination industry, and there are no books in the off-campus newsstand, which is incomparable with our bookstore.

There are nearly 20,000 teachers and students in the school, most of whom have the bookstore complex of China talents, and the customer groups can guarantee it.

(4) threats

1. The impact of online bookstores. Now is a network era, e-commerce is everywhere, and the rapid expansion of online book sales business is the fatal factor for the decline in sales of traditional physical bookstores. Online bookstores attract many customers with many kinds of books, fast purchase methods and low prices, and constantly squeeze the living space of physical bookstores.

2. Reading style changes. In recent years, with the development of digitalization, readers' reading style has changed obviously. From paper reading to electronic reading, to mobile reading, these changes are undoubtedly increasing the difficulty for the survival of physical bookstores.

Four. development strategy

earlier stage

In the early stage, because the bookstore has just started, the managers are inexperienced, the popularity of the bookstore is not high, and customers don't understand the bookstore. So we plan to spend 1 to 1.5 months to accumulate the popularity of bookstores and the experience of managers in managing bookstores. We mainly attract customers with the price advantage, complete varieties, store decoration design and a series of publicity activities.

middle period

Because the bookstore has accumulated a certain popularity and management in the early stage, it will continue to maintain its advantages in the early stage and develop its style in the direction of cultural exchange and enjoyment in the middle stage. We will hold some cultural exchanges, academic salons, academic reports, celebrity lectures and other activities to develop our bookstore. At the same time, we will launch cultural creative products and cultural enjoyment products in the bookstore, which will also be the main operation plan of our bookstore.

later stage

In the later period, we will continue to take cultural exchange and enjoyment as the main development style of the store, and at the same time, we will create a readers' hobby association (note: if the time is ripe, we will set it up in the middle period) to keep the members in the association interested, and at the same time, let the members in the association drive and attract more students to join our association. The association will divide the books into different groups, and students can communicate with each other and enjoy reading together.

Verb (abbreviation for verb) source of supply

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

books

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

2. Newspapers and magazines

As for newspapers and magazines, we can cooperate directly with newspapers. Newspapers and magazines are generally sold out and can be replaced. We don't need to worry.

3. Cultural creative products and cultural enjoyment products

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

6. Sales plan

(A) their own changes

1. Locate the customer base

Our bookstore mainly faces teachers and students. Therefore, our bookstore will focus on textbooks, educational books, reference books, exam reference books, novels, newspapers, magazines and other books, as well as some exquisite cultural and creative products, and enjoy cultural exchange products. It is a new operation mode with price, service, unique decoration design and strong academic atmosphere as its main development direction.

2. Vigorously expand the book business.

Our bookstore will join the pace of online bookstore, so that students and teachers can see my bookstore's books online, which is convenient for students to buy and also increases the number of customers.

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

(2) store features

1. Classical atmosphere

The decoration of our bookstore will be mainly white, some landscape paintings of China will be hung on the four walls, and some classical light music of China will be put in the store (note: Flowing Mountains and Questions and Answers from Fisherman). At the same time, some small potted plants will be placed in the store, and some sandalwood will be ordered when appropriate. Generally speaking, our bookstore will be dominated by classical atmosphere.

Step 2 add a message board

The store will provide free post-it notes and leave a corner. Students can write on post-it notes and stick them in the corner. The above words can be said to our bookstore to motivate ourselves, or to the right people. Besides, if you leave your own number and someone else's number on the wall, I may get it and send you a text message (note: ten people a day). This has invisibly increased the popularity of bookstores.

(3) Product features

1. Cheap price

Nowadays, many students want to buy books, but they are afraid of expensive prices. Moreover, there are new books near the school, but there are no second-hand books, so the price of second-hand books sold in our bookstore is not comparable to theirs.

2. Selling cultural and creative products

In addition to selling books in bookstores, we will also sell cultural extension products to increase the income of customers and newspapers, and at the same time guide readers to enjoy cultural reading. Cultural creative products can also be used as gifts between friends, with beautiful appearance and attracting students' interest in cultural reading. And this is not for sale near the school.

(D) to guide cultural exchanges and appreciation

1. Culture Salon

After gaining a certain popularity in the bookstore, we will hold some cultural salons and cultural exchanges from time to time to attract readers' reading interest and enjoyment. At this time, you can quit cultural creative products and cultural enjoyment products.

2. Readers' hobby association

Later, we will gather long-term customers in the bookstore and people who like reading together to establish a "readers' hobby association", which can keep readers' hobbies for a long time, make the bookstore not have an accident, and also use the impression of the association to render more people, so that they all love reading and enjoy reading. This will also keep the bookstore for a long time.

(5) means of operation

Handle membership card sales.

Membership card discount:

① You can enjoy certain discounts.

(2) Collect books that customers urgently need but can't buy in a short time.

(3) door-to-door delivery (only on campus and with a certain amount)

(4) I want to recommend new books and materials to all subjects for the first time.

Seven. Opponent analysis

Bookstore's competitors are: school library and off-campus newsstand. The school library is just a place to read and find information, not a profitable shop, and the books in the library are updated slowly, and there are few novels in the library; There are basically no books in the off-campus newsstands, only a few newspapers, and the number of each newspaper is not much.

Therefore, the book market inside and outside the school is almost blank, without competition, and it is more powerful to develop.

Eight. Investment and income

1. Cost budget

Bookstore cost is divided into three parts:

① One-time fixed investment, including storefront decoration, bookshelf manufacturing, business equipment purchase ② book purchase funds (commodity cost).

③ Daily operating expenses

The fixed investment is about 2500 yuan, and the book purchase fund needs about 5000 yuan at the beginning. After that, it needs about 500 yuan every month, and the daily operating expenses are about one day in 50 yuan.

2. Investment amount

We are partners and initially intend to invest 15,000 yuan.

3. Income analysis

We thought that the business of opening a bookstore in school would be prosperous at first, and then it would gradually become cold. When the weather is cold, cultural exchanges will be launched, and business will pick up again when it is enjoyable, and finally it will be fixed at a fixed value, floating up and down online.

4. Profit distribution

Monthly net profit:

30% will be used as the purchasing fund for books next month; 20% as working capital; 10% as daily expenses; 40% as the personnel salary fund.

Distribution of personnel wage fund

Nine. Risk planning

If the bookstore fails carelessly, the decoration funds in the fixed investment of the bookstore cannot be recovered, but the bookshelves and business equipment can be sold online, while the books in the point can be sold in the second-hand book market, and the loss can be shared by five people.

X. Publicity work

1. leaflet publicity

Three days before the bookstore opened, 500 leaflets were distributed on campus to promote students.

2. Opening promotion

In the first week of the bookstore's opening, students were attracted by the information that books were 20% off at the bookstore.

3. "headhunting" advertisement

Each college has two "headhunters" from freshman to junior, who go deep into various departments to purchase book information and carry out book purchase preferential activities.

to promote sales

On the eve of all kinds of exams, when major festivals or activities are launched, books will be discounted and promoted.

Communicate with classmates

In-depth communication with students is mainly in the form of clubs and salons, and appropriate cultural activities and promotion activities are held to strengthen the image of bookstores.

XI。 personnel management

Manpower is divided into three departments.

The task of the purchasing department is: go to the newspaper office to get today's newspapers and magazines every day, go to the book market to buy a batch of books every month and buy cultural and creative products for a period of time.

The task of the sales department is to sell books and products in the store, and it is also responsible for cultural activities, promotional activities and publicity activities of the bookstore.

The task of the finance department is to manage the accounts and finance of the bookstore, cooperate with the merchants (assisted by the purchasing department) and assist the purchasing department in purchasing goods.

Twelve. Project summary

Many colleges and universities have bookstores on their campuses. Personally, I think that in addition to bringing economic benefits to operators, bookstores can also bring cultural atmosphere to the campus, increase the cultural atmosphere of the campus, increase students' love for books, and guide students to enjoy reading. It can be said that opening a bookstore in school is definitely a win-win situation.

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