Bookstore marketing campaign planning

Bookstore marketing campaign planning1

I. Foreword

In this increasingly fickle society, books are loved by people, in this era, the book industry should have been very red-hot, but because of the rapid development of the network, the change in reading style, the existence of physical bookstores have been seriously challenged, the number of physical bookstores are also constantly decreasing, but because of the The decrease in the number of physical bookstores, I also see the business opportunities, but many of the physical bookstore closure experience tells us that the traditional bookstore has not worked, so I intend to open a new type of composite bookstore.

Second, the store introduction

Our store name is "half a day of life", the name is taken from the "steal the life of half a day of leisure", in the modern society, whether it is a work In modern society, both workers and students, every day due to a variety of things and busy, so I think people need a bookstore to calm their restless heart.

The location of the bookstore is in the school, and the type of bookstore is mainly to set consumption, enjoyment, collection of hobbies, academic exchanges as one of the new composite bookstore.

Third, SWOT analysis

(a) Advantages

1, cheap. First of all, because the school supports students to start their own business, exempt from the cost of water and electricity, which makes our bookstore's cost is relatively low. There are also more than one of our stock at a time, in the price is cheaper. There are also cheap prices for second-hand books.

2, no store rent costs. This mainly needs to thank the school's policy.

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

4. Diversification of sales methods. We will join the online bookstore, so that the physical, network as one of the bookstore.

(B) disadvantages

1, less management experience. Managers are students, never managed the store, so we lack some experience in management.

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

3. Poor location. The school will give us a lot more "remote", it is not the students every day "must pass through", on Li Ka-shing's "location theory", it is not a good geographical choice.

(C) Opportunities

1, the old book market for teachers and students of the school is relatively blank, after the cultivation and standardization of the market will become a competitive field of reading market.

2, many students have changed the concept of leisure, they are not addicted to the network, love, not satisfied with food and clothing, they pay more attention to the spiritual level of satisfaction and personal ability to improve, this conceptual change is gradually reflected in the search for a quiet place to read.

3. There is no official bookstore near the school. The school library is just a place to provide reading and access to information, not a profit-oriented industry, and off-campus newsstands are even more books, so they can not compete with our bookstore.

4, the school has nearly 20,000 students and teachers, most of whom have the Chinese **** have a "bookstore complex", so the customer base can be guaranteed.

(D) threat

1, the impact of the Internet bookstore. Now is a network era, e-commerce everywhere, the rapid expansion of the network bookstore business is the traditional physical bookstore sales decline of fatal factors. Internet bookstores with a large variety of books, fast way to buy, cheaper prices to attract many customers and continue to squeeze the physical bookstore's living space.

2, reading mode change. In recent years, with the development of digitalization, the reader's way of reading in the obvious changes. From paper reading to e-reading, to mobile reading, these changes are undoubtedly not in the survival of the physical bookstore to increase the difficulty.

Fourth, the development strategy

Pre-period

Pre-period because the bookstore has just started, the manager is inexperienced, the bookstore does not have popularity, the customer does not understand the bookstore. So we intend to spend 1 to 1,5 months to build up the popularity of the bookstore and the manager's experience in managing the bookstore. And we mainly take the price advantage of books, a wide range of books, store decoration and design and a series of promotional activities to attract customers.

Mid-term

Because the bookstore has accumulated some popularity and management of the operation, so we will continue to maintain the advantages of the mid-term, and the bookstore's style to the direction of cultural exchanges and enjoyment. We will hold some cultural exchanges, academic salons, academic reports, listen to lectures by celebrities and other activities to develop our bookstore, and at the same time, we will launch the bookstore in the cultural creativity products and cultural enjoyment of reading products, which will also be our bookstore's main running program.

Later

In the later stage, we will continue to enjoy cultural exchanges as the main style of development of the store, and at the same time create a readers' hobby association (Note: If the time is ripe, we will be set up in the middle of the period), in order to maintain the hobbies of members of the association at the same time, so that the members of the association to drive the attraction of more students to enter our association. The association will be divided into different groups based on the categories of books, so that students can communicate together and enjoy the fun of reading.

V. Supply Channels

Our bookstore goods can be divided into three kinds.

1, books

Books are divided into new books and old books. New books we can buy from the wholesale market of new books in Yangzhou and from Alibaba on the Internet; and old books we can buy from the flower and bird market in Yangzhou and the second-hand wholesale market, or we can contact with Yangzhou second-hand book sellers directly.

2, newspapers - magazines

About newspapers - magazines we can work directly with the newspaper, newspapers - magazines are generally not sold out can be exchanged, so we do not need to worry.

3, cultural and creative products and cultural enjoyment products

For cultural and creative products and cultural enjoyment products we can buy from two channels. First: direct wholesale from Alibaba, but the quality of such items can not be guaranteed. Second: we can wholesale from Yangzhou local small commodity wholesale market and food city, but the price will be more expensive than on Alibaba.

Six, sales planning

(a) their own change

1, positioning customer groups

Our bookstore is mainly facing the customer is the teacher, students. So our bookstore will be teaching materials, educational books, tools, exam reference books, novels, newspapers, magazines and other books and some exquisite cultural creativity products, cultural exchanges to enjoy the product as the main product, price, service, unique decorative design and a strong academic atmosphere as the main direction of the development of a new style of operation.

2, vigorously expand the book business

Our bookstore will join the pace of the Internet bookstore, so that students, teachers can see the books in my bookstore in the network, to facilitate the purchase of students, but also to increase on the customer's ` groups.

Our bookstore will also work hard to cooperate with the school, and strive to take the Yangzhou school textbooks this business.

(B) store features

1, classical atmosphere

Our bookstore will be decorated in white, hanging some Chinese landscape paintings on the four walls, and will play some Chinese classical music in the store (Note: "High Mountains and Flowing Water", "Fishermen and Woodcutters Q & A"), and at the same time in the store will be placed in a number of small landscape potted plants and appropriate time to light some sandalwood incense. In general, our bookstore will be a classical atmosphere.

2, increase the message board

In the store will provide free sticky notes and will leave a corner, students can write on the sticky notes and stick them in the corner, the words above can be to our bookstore, you can also make their own inspirational, you can also make their own intended person to say, and on the wall, if you leave your own number and other people's numbers, then it will be possible to be drawn by me to help you send a text message (note: ten times a day). You send text messages (Note: ten per day). This inadvertently adds a lot of popularity to the bookstore.

Many colleges and universities have bookstores on campus, I personally believe that the bookstore in addition to the operator can bring economic returns, but also to bring cultural atmosphere to the campus, increase the cultural atmosphere of the campus, increase the degree of love of the students to the books, to guide the students to enjoy the reading, it can be said that the bookstore in the school is definitely a win-win situation.

Bookstore marketing campaign planning 2

First, the current marketing situation

In China, we all think that network marketing is just emerging as a network marketing model for the status quo in China, the quality of netizens and popularization, is a little reluctant, but we have to stand high and look far, in fact, the space of the network marketing is still very large, very potential, enterprises to carry out network marketing. Very potential, the enterprise network marketing can greatly reduce the investment, fast results, is the first choice of enterprises to do marketing.

Second, the market demand analysis

Feasibility analysis:

1, the online bookstore's high-quality, low-priced competitive advantage

2, the online bookstore dissemination speed

3, online bookstore facing the purchase of the customer base to reach 80 million people

The design of the site Demand analysis

1,, the establishment of a perfect product information display system

2, to establish the integrity of the business corporate image

3, to maintain the leading position in the market

4, to attract more customers, provide short-term discounts, regular updates, understanding of the customer, the implementation of discounts, promotions, etc.

4, to attract more customers.

5, to provide more effective services to existing customers

6, to develop new business opportunities, such as: a variety of audio products, a variety of software, hardware, learning CD-ROMs and so on.

7, the establishment of a perfect online service system, the realization of online and down together.

Third, the promotion program

1, branding, the establishment of bookstores and chain stores

2, in addition to personnel promotional tools, non-personnel promotions include three forms: advertising, public **** relations and business promotions

3, search engine promotions

4, the release of business information platform: The use of global resources and various large-scale business platforms, the new products of our book bar online bookstore timely and effectively appear in front of the eyes of the majority of customers.

5, industry links: online extensive search for some of the site and the site's related counterparts of the site, and their links on the industry, which can increase the visibility of the various industries.

6, business software promotion: the use of network marketing business software, the university book bar online bookstore information and product information released to the major industry supply and demand platform.

7, the use of holidays, weekends, campus promotions and recruitment activities to improve visibility.

8, the implementation of membership.

Four, network security management

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

1, to prevent unauthorized access.

2, to prevent leakage.

3, to prevent users from rejecting the management of the system.

4. Prevent loss of system integrity.