Marketing activity planning of campus bookstore

propaganda

1. The classic novel "Buy three books to reduce 8 yuan, buy five books to reduce 15 yuan".

We have carefully selected such bestsellers as Pride and Prejudice, Jane Eyre and The Adventures of Sherlock Holmes1&; 2 "and other 200 varieties, *** 10000 copies of best-selling classic books. And increased the royalty of each work by10 million dollars: Stephen King and Agatha, British female detective novelists, playwrights and one of the three great masters of mystery literature? A complete series of hundreds of novels by AGATHACHRISTIE. His representative works include Murder on the Orient Express and Murder of the Nile, focusing on readers.

During the book fair, readers will buy three books in any combination, and 8 yuan will be reduced. Buy five books at will, and make a reduction 15 yuan.

2. The 75th anniversary of Penguin is a best-selling novel collection.

Penguin Company was founded in 1935 by SirAllenLane of England. Penguin's LOGO has penetrated into the hearts of every xx student. This year coincides with the 75th anniversary of Penguin Company. Together with Penguin Company, we selected more than 100 bestsellers, with a 25% discount.

3. Buy 100 yuan and send 5 yuan a book coupon.

Anyone who buys more than 65,438+000 yuan will be given a 5 yuan coupon. 200 yuan donated 10 yuan, and so on. (The coupon is only available in the bookstore 1 4th floor, and the coupon can be used from August 20th to September 20th on 2016th).

Second, a bargain.

1.Global Celebration of the 25th Anniversary of Taschen Publishing House

TASCHEN Publishing House is a German company that specializes in publishing and distributing art books. It plays a leading role in the art field of global publishing industry. In this book fair, we specially introduced about 80 special edition books that the company celebrated its 25th anniversary. And present it to every reader with the most affordable price, good quality and the latest version.

2. Original oil painting &; 30% discount promotion for sculpture books

We choose the Thames &; Over the years, 20 foreign publishing houses such as HUDSON and TASCHEN have sold 300 kinds of bestsellers such as pure art, installation art, performance art, sculpture, printmaking and sculpture, all of which are promoted at a 30% discount.

3. Imported buildings &; 4-5 discount for design category

More than 500 original best-selling books on outdoor architecture, environmental art, exhibitions, logos, CI, VI, products and other imported architecture and design books are all 4-5 fold.

4. Imported novels &; Children's book 5 yuan, 10 yuan, 15 yuan is on sale.

More than 500 classic novels, such as Romeo and Juliet, A Dream of Red Mansions and other bestsellers, participated in this activity. The quantity is limited, please buy as soon as possible.

Third, careful preparation.

1. Books

For professional readers, we need a professional market. In this book fair, we specially introduced a large number of professional books from overseas for the use of art libraries and professional readers. In the domestic circulation market, it is also rare. Especially oil painting books, the printing accuracy can be comparable to the original paintings, with 480 varieties. Its scale is one of the previous book fairs.

2. The latest popular novels

Looking at the overall situation of the book fair, all-round positioning to meet the needs of every reader for imported novels at the book fair. In addition to the introduction of classics and best-selling novels over the years, the most popular novels. This time, we also made a lot of deletions and introductions to provide dinner for readers.

In addition, we have carefully prepared overseas SAT test books, imported reference books and selected domestic reference books in Japanese, Korean, German, French and Western languages.

extreme

First, the enterprise objectives

Committed to becoming a leading enterprise in the second-hand book trading market in Nanjing. Provide first-class service and make customers completely satisfied. Pursuing the unity of economic, social (reputation) and environmental (man and harmony) benefits and advocating sustainable development.

Second, the market strategy

development strategy

The specific plan is: focus on college students first, then expand the target market, go deep into the market of employees and community residents, and occupy a certain market share. E-book business continued to promote, increasing the number of clicks on online stores. We will continue to optimize our second-hand book service business, provide better and more intimate services to our customers, and develop mobile phone clients, which will be more convenient for our customers and help them understand our second-hand book information anytime and anywhere.

competitive strategy

1. differentiation strategy: it is considered to differentiate the products or services provided by the company to form something unique in the whole industry. Product differentiation brings higher income, which can be used to cope with the pressure of suppliers and relieve the pressure of buyers. When customers lack choices, their price sensitivity is not high. Finally, companies that win customer loyalty by adopting differentiation strategy are in a more favorable position than other competitors in the face of the threat of substitutes. The uniqueness of the second-hand bookstore we run is that we set up storage points near major universities while recycling books.

2. Cost strategy: also known as low-cost strategy. When the price of a cost enterprise is equal to or lower than that of competitors, its low-cost status will be transformed into high income. Although cost enterprises rely on cost position to gain competitive advantage and want to become a master with higher than average economic benefits, they must obtain a favorable position with equal or similar value on the basis of unique products compared with competitors. The success of cost strategy depends on the skills of enterprises to actually implement the strategy day after day. Because the location of our bookstore is mainly concentrated in Jiangning District, and the house price is low, the cost is saved.

Third, market segmentation.

Reasonable division of consumers with different demand types, providing corresponding books to meet the needs of different types of consumers, such as consumers who take self-study exams, consumers who take relevant qualification certificates, health books for the elderly, children's education books, etc. Try to meet the needs of major consumers with clear book types.

(A) the choice and characteristics of the target market

The target markets are Nanjing's second-hand book recycling market and online second-hand book trading malls (Dangdang and Taobao), which are characterized by high education level and strong desire for books, and need to constantly enrich their knowledge from books, but their consumption power is not very high.

(B) market positioning

1. Interest orientation: Positioning as "honest service, customer first", striving to meet consumers' preferences and needs, grasping consumers' purchasing psychology, and bringing convenience and benefits to students and teachers.

2. Price and quality positioning: According to market research, consumers mainly tend to discount the price of second-hand books by 30%, and position the price of main books at 35% of the pricing, so as to make second-hand books as cheap as possible. Let consumers have the feeling of good quality and low price.

Fourth, product portfolio description

1. product strategy

According to the segmentation of our bookstore's target market, our second-hand books are mainly divided into five categories: study exams, literary classics, university bestsellers, magazines and periodicals, and economic management. Among them, we think that because of the surrounding area of the school, we should give priority to studying exams, supplemented by other books.

(1) study exam. It is the main book of the second-hand bookstore, because in the university, every major has to do textual research and prove its ability. Many people have to take several certificates, not only computer and English, but also economic management and education, which is a great opportunity for the second-hand book market. There are also students who transfer to other schools, so this is also a good market. Therefore, according to this situation, bookstores can pay attention to the selection of books and materials related to textual research when recycling. Bookstores only keep the examination certificates for nearly two years, and they can be resold to waste collection stations to recover costs after the deadline, so as to avoid the backlog of secretaries.

(2) literary classics. Readers who love literature in society are willing to buy our second-hand books at low prices.

(3) University bestsellers. These books are the struggles of some business celebrities, as well as some inspirational books. Such a book is hard to see in the library, so I am still willing to buy it at a preferential price.

(4) magazines and periodicals. Magazine weekly is very popular among college students, because the information in the magazine weekly is very new, so college students are willing to buy it.

(5) Economic management. At present, business majors are very popular, and there are many students studying economic management. Most of them are competing for textual research, and selling this second-hand book can better meet their professional requirements.

(6) other classes. Health books for the elderly, children's education.

(7) book storage. For those who are about to graduate, they cannot be shipped back in time and have not found a suitable house. There is no place to put books, so we can help them store them.

2. Pricing strategy

Pricing basis: it is the recycling cost and reuse value of books. Mainly based on the average sales price of other merchants obtained from our market research and referring to their selling prices, we are setting the price of Kongjia, which is relatively cheap and has a certain profit.

(1) Flexible pricing. The purchase price of second-hand books can be determined according to the old and new degree of second-hand books and the situation of genuine piracy. Then, according to the requirements of the survey results, the main price can be set at 1 discount of the original price, and some rare books can be set at 20% to 30% of the original price. Other situations can also be priced according to the specific situation.

(2) quantity discount. When consumers buy a certain number of books, they will give a certain discount, about 3%-5%.

(3) Custody price. One day in 2 yuan, January in 50 yuan.

3. Channel strategy

Channels are divided into two categories: recycling channels and sales channels. On the one hand, it is sold in stores, on the other hand, it is sold online, and it is also sold to second-hand book markets, such as Tiangong Bookstore at No.2 Zhanggongqiao, baixia district. Shop sales: After investigation, students are generally reluctant to contact second-hand book buyers, preferring second-hand book buyers to buy second-hand books at home. Therefore, the recycling channel should be the bookstore's active door-to-door recycling, or recycling at the exit of the student apartment at a fixed time, or a cooperation agreement can be reached with the local waste collection station, so that the waste collection station can keep some books with use value, while the second-hand bookstore will sell books with little value to the waste collection station to achieve stable and reasonable supply. Specific business of physical store channel sales: 1. Sales of second-hand books. A full range of second-hand books are displayed in the physical store, enthusiastically providing customers with satisfactory services. 2. Book storage provides a storage point for books for students who are inconvenient to take away.

Online sales: customers can communicate with bookstores by establishing QQ group, participate in campus forums to release all kinds of latest news of second-hand bookstores, save unnecessary publicity expenses, keep abreast of changes in consumer demand, and reduce the business risks of bookstores. You can directly link to our online shop on Baidu and Alibaba.

4. Promotion strategy

(1) Bookmarks: Bookmarks are distributed in the dormitory. Bookmarks are items that students can keep for a long time and are a long-term activity of our website. At the same time, I noticed that books with bookmarks can enjoy a 10% discount.

(2) Through sponsoring or naming school community activities, carry out strong publicity. This will first help our enterprise to establish the image of social responsibility in the eyes of consumers, and at the same time, the corresponding units will also give us publicity. Generally, such activities will be attended by the media, and the publicity of the activities is our publicity. This sales promotion model gives consumers a very deep impression and looks unpretentious. However, such a promotion method requires us to choose activities and a pair of discerning eyes to choose good activities.

Verb (abbreviation of verb) concrete implementation plan

1. Post our advertisements in dormitories, canteens, teaching buildings, libraries and other places where students often go; Distribute leaflets at subway stations and bus stations to promote our second-hand bookstores.

2. We can use our personal network to carry out our marketing advertisements in the form of short messages, QQ space, everyone and blogs, and play their communication role.

3. Hold new store opening activities to enhance the reputation of bookstores.

Intransitive verb profit budget and summary

At present, the main books used in Nanjing market focus on qualification examinations such as self-study examination, transfer examination, computer, tour guide certificate, accounting qualification certificate, books for health care for the elderly and books for children's education. The survey results show that more than 95% students need extra-curricular books, and library resources are difficult to meet. Considering the elimination rate of old books, we estimate the recycled old books according to their use value and sell them on this basis. The ultimate principle of waste prediction calculation is not to lose money. It is estimated that the annual net profit of Jiangning district market can reach 12756 yuan.

Generally speaking, this project has high investment cost, long payback period, low return on investment and low operation difficulty, which is not suitable for college students as a choice for starting a business.

Tisso

Business items: Bookstore

Place of business: northeast corner of Building 1

Reasons for choosing this project:

One: Open a shop in the school. Our customers are mainly college students, aiming at serving students at school, and we should take advantage of this market to take the road of seller's market; Only in this way can we gain benefits. Books can be said to be things you need besides eating and drinking. This is a big seller's market, and running a bookstore is a win-win move. Second, the school book market is a special market, because it has no recession, and if it is properly managed, it can remain in a prosperous period. Students at school are both dynamic and static. Dynamic means that students are constantly changing, and static means that the number of students will remain unchanged for a period of time in the future. Dynamic maintenance of students' desire to buy has always been strong, while static guarantee has a certain purchase scale.

Third, there are few bookstores around the school, and the student market has not been well developed and utilized;

The location of the school is very good, which is the only place for all students, in line with Li Ka-shing's "location theory".

Market analysis:

One: At present, the school has a library and two small bookstores inside and outside the school. The main function of the library is to provide professional books to borrow and find information; These two bookstores mainly deal in advanced English materials and other professional books, as well as some other books.

Two: Compared with these two small-scale bookstores, the bookstore in Long Yuan Apartment off campus has a better operating condition and a larger passenger flow. Most students choose to buy books here, so the turnover is bigger and the profits are richer; The conditions of bookstores in supermarkets on campus are also good, but much worse.

Third, because bookstores basically occupy a monopoly position, sales are relatively hot; However, the price of books is on the high side, which exceeds students' expectations. So many students choose to go to the city to buy books, and we find that few books are bought through bookstores.

Four: We found that except for the flea market when senior students graduated, the second-hand book market in the school is basically blank, but many students have idle books, which is an important resource.

As a relatively mature group, college students' book consumption structure is diversified, so we can see that there is a great demand for other books besides academic textbooks and books.

Six: Bookstore operators get rich profits from students, but seldom give back. There are some opinions among the students. The solution to this problem is to hold regular activities to give back to students.

Market research:

Questionnaire survey:

There are many ways of market investigation, and market questionnaire is undoubtedly one of the powerful ways, which is related to the direction and feasibility of investment; Because it is a bookstore on campus, the positioning is college students; The following is the market survey (including proportion):

1 1 Do you want these books?

13 What price do you want to buy second-hand books ()

14 Is there a bookstore? Do you have any suggestions or opinions?

Suggestions and opinions on bookstores are mainly in the hope of more favorable prices, which is also in line with our idea of opening bookstores for the sake of students. I hope there will be more varieties and provide free reading areas for everyone (we are very willing to do it if possible). Provide other supporting measures.

Market survey conclusion:

1. Course-related materials are the main consumption books for college students, so this kind of books is our main one.

Commercial projects.

2. The variety of books related to the course must be complete to meet the requirements of students of different majors.

Besides learning materials, other kinds of books, such as newspapers and magazines, have a huge potential market.

Students also show great interest in second-hand books, which is also a huge potential market.

The price of books is on the high side, and students hope that books sold in bookstores can be discounted.

2. Cost budget:

Because the storefront is provided by the school, it can be exempted from storefront rent.

According to the size of the store, we can make a further capital budget. Generally speaking, the funds needed to open a bookstore include three aspects:

First, one-time fixed investment, including shop decoration, bookshelf production, business equipment purchase, etc. The second is the purchasing fund of books (commodity cost);

Third, daily operating expenses, including personnel salaries and other expenses.

According to the field investigation, the school provides storefront 15~20 square meters, taking this as an example to make a capital budget.

1. Shop decoration: As the school provides a good place, the decoration cost is only 2000 yuan.

2. Bookshelf: the mid-range price is per 300 yuan. There are 6 bookshelves in the bookstore. 1800 yuan.

3. Business equipment: computers, scanners, printers, telephones, fax machines, etc. , 10000 yuan (second-hand goods about 6000 yuan).

4. Purchasing funds are used for initial stocking (normal prices of publishers and wholesalers, not special prices): According to the general situation of retail bookstores, the initial stocking volume is 4,000 yuan per square meter (pricing). The new book covers an area of 10 square meter and sells for 40000 yuan. The average purchase discount of normal new books is 60%, so the initial stocking fund is 24 thousand yuan. (If the supplier's credit approval can be obtained and about 50% of the goods can be obtained on credit, it will be ideal, and this batch of investment will save 12000 yuan. ) 3000 yuan for a second-hand book.

5. Personnel salary: (excluding operators) Bookstores should have 1 clerk, with an average of 1.5 million per month.