A marketing plan for books

Caitong Bookstore is located in the center of Lianyungang City, one of the influential bookstores in Lianyungang. Facing the strong competitors such as Xinhua Bookstore and Popular Bookstore, the core of the plan proposed by the team members of Lianchuang for the Caitong Bookstore is to set up a bookstore that combines the functions of a library, bookstore, and teahouse into a single place with students and white-collar workers as its main focus. Regarding books, a bestseller list is set up in a prominent position in the store to provide readers with timely and useful information; a large number of books (including the latest), teaching aids, magazines, etc. are provided to customers for reading while the bookstore subscribes to, sells, and lends out books at a price differentiated between members and non-members. In addition, to create a good cultural atmosphere of the characteristics of the service is indispensable: the opening of a leisure space, providing paid drinks, fruits, snacks and other services (there are also very professional tea utensils can be purchased) in addition to painting exhibitions, special exhibitions on current affairs, on-site counseling for the examination and research will be held on a regular basis. In this way, not only catering to the needs of a large part of consumers, but also make the color pass book city in obtaining a certain profit at the same time to expand the fixed customer base, for its further increase in market share to lay the foundation. The first part of the environmental analysis I. The current macro environment (a) the population environment of the book market in Hong Kong city population is the main environment that constitutes the market, the market is composed of people who have the desire to buy and the ability to buy, the number of the population directly affects the potential capacity of the market. For the book market in Hong Kong city, people with purchasing ability are still more common, the important thing is how to go further to attract these purchasing power in the desire to consume in Caitong book city in the face of strong competitors such as Xinhua bookstore and popular bookstore.1. The total population situation So far, the total population of the book market in Lianyungang Xinpu district is about 369,200 people, and there are more than 20 different kinds of schools with more than 40,000 school students. The total population of Lianyungang Xinpu District is 369,200, and there are more than 20 schools with more than 40,000 students. For a city still in need of slow development, this population is still optimistic, not to mention that with the development of Lianyungang, there will be a constant influx of foreigners coming here to study, work and live.2. General age structureAccording to the recently released data of a national reading survey, the national awareness of the importance of reading is high, 69.1% of the interviewees believe that reading is "very important" in today's society, and that it is "very important" to read. 69.1% of the respondents believe that reading is either "very important" or "relatively important" in today's society. 18~29 year olds have a significantly higher perception of the importance of reading than other age groups. When analyzing the reasons for not reading, "lack of time" is the first reason, with a proportion of 49.4%, and "lack of reading habit" is the second, with a proportion of 42.8%. People of different ages have different needs, as well as different preferences for book categories and effective reading time, so we need to tap into the effective population of different age levels. ①Highly potential infants and toddlers. Although babies and toddlers can't read books, parents in China now attach great importance to their children, and treat them as treasures in the palm of their hands and hearts, so books on how to take good care of babies and toddlers are undoubtedly very popular. At the same time, every parent has very high expectations for their children and does not want them to lose at the starting line compared to children of the same age, so parents expect their children to receive education and learning as early as possible. ② The general youth population. China's current education model is still exam-oriented education, all teenage students face the pressure of further education, tutorial books are essential. However, the complicated tutorial materials need to be purchased selectively. The leisure area provided by Caitong Book City enables students to calmly and slowly flip through and carefully select the books they really need. There are reference books that are not really needed, but the individual places in them are really good, students can excerpt from them in the leisure area, and for members, they can even borrow them. Students in their youthful years also have a thirst for novels and fashion magazines. Discounted book purchases for members further stimulate students' desire to buy. In addition, it is a good choice for college students to visit the bookstore. There are two main reasons for them to come to book cafes: one is the cultural needs, and the other is the environment of book cafes. With the successive expansion of colleges and universities, while the hardware facilities of colleges and universities can not keep up with the speed of expansion, the shortage of resources in colleges and universities is becoming more and more obvious. Especially in the final exams before a month or so, study rooms appear to be unusually tense - often students in the night before to occupy a good position waiting for the teaching building, the library opens. ③ Huge middle-aged market. Leaving school, entering the workplace, hoping to stay away from the trouble of unemployment, hoping that the company they run will develop and grow more smoothly... Constantly reading and recharging is an essential thing for middle-aged people. In addition, as people's living standards improve, their cultural needs will gradually grow. Especially the white-collar class, they have a high income, but the competition and pressure they face is also correspondingly large, they are in urgent need of a comfortable leisure environment to ease the pressure of work. White-collar workers at noon after lunch to the book bar to flip through the books, listen to music to take a break can also relax their minds and bodies, for the afternoon to work better to provide the basis. ⑤ The advent of aging. Nowadays, China is entering the era of population aging, of course, Lianyungang City can not be an exception, the elderly population in the city's population occupies a considerable proportion. There are limited places and activities for the elderly to spend their leisure and entertainment, and playing cards and mahjong is not conducive to the health of the elderly. In a comfortable book bar while listening to music and drinking a few mouthfuls of tea, while flipping through the books and magazines of their own interest for the elderly is not a kind of enjoyment, but also a timely leisure. (B) the current economic environment, a certain level of purchasing power is the formation of the market and affect the size of the determinants of its size, it is also a direct impact on the economic environment of the marketing activities of enterprises.1. Caitong book city around the economic environment Lianyungang Caitong Book City is located in Lianyungang City, Xinpu District, a densely populated busy commercial street, the west of the largest Lianyungang Sugo, the times of the super-market, north of the Wenfeng, the five-star two major shopping centers, schools, hospitals, institutions, malls, shopping malls, and so on. The surrounding schools, hospitals, institutions, shopping malls, etc. are scattered everywhere, with abundant human connections and deep culture. Xinpu District is the economic and cultural center of the whole Lianyungang area, with relatively developed economy and high per capita income, forming a certain purchasing power for cultural commodities. With the development of social economy, social values have undergone great changes, in the north of Jiangsu Province, such as Lianyungang, economically backward small and medium-sized cities are taking off at a rapid rate, the development of a thriving city will bring about thriving cultural consumption, the pursuit of fashion and taste of urban residents for high-quality book consumption and demand will certainly be enhanced. People are more eager to obtain advanced information, learn excellent culture, absorb more knowledge; in order to change their own backwardness, which produces a rich demand for cultural commodities. Due to the lagging behind of local cultural development, the cultural consumption market is underdeveloped and single-type. Although there are various kinds of bookstores, they do not fully satisfy the growing needs of readers, and there is still room for small specialty bookstores in the book sales market.2. China's general economic situation ① Economic situation from 2000 to 2006. After entering the new millennium, China's national economy is in a rapid level of development, 2000 to 2006, the six-year period, China's GDP growth rate (see Appendix I reference data - Table I), China's residents' personal income (see Appendix I reference data - Table II), and China's personal income (see Appendix I reference data - Table II), as well as China's general economic situation. -(see Appendix I Reference Data - Table II), and the amount of savings deposits of urban and rural residents in China (see Appendix I Reference Data - Table III) are all increasing year by year. The increase in economic level means that the income level of consumers is also rising, which further promotes consumption. Caitong Bookstore's book bar model allows customers to enjoy paying for drinks, beverages, fruits, snacks, and other services while reading in the leisure area (there are also very professional tea tasting equipment available for purchase), and the operating model is able to work, and will not appear as in the past, when the vast majority of customers could not afford to spend money on enjoying the leisure on top of the situation. While flipping through their favorite books, while listening to music, thirsty can also drink drinks, sipping tea, tired can also taste snacks, eat fruit, this is a very pleasant thing. Modern people who know how to enjoy themselves very much welcome this kind of operating mode of the book bar. It breaks the bookstore only sells books routine, to avoid only boring selection of books, to please the customer at the same time, but also for the colorful city of books to bring additional income, is the customer and Lianyungang colorful city of books to reach a win-win situation of a good thing. ②Economic situation after 2006. Although the 2008 global financial crisis caused by the subprime mortgage crisis in the United States has not passed so far, people's need for books has not been affected too much. However, in order to keep their jobs during the financial crisis, not only white-collar workers, but also all employees are working harder to recharge their batteries. They need books to get certificates and to further their education. Therefore, we can also see the financial crisis as an opportunity for further expansion of the book market, which should be firmly grasped. Caitong Bookstore adopts the form of 20% discount for all books and more discounts for members to stabilize the old customers in the financial adversity, and further attract more new customers. (iii) Political and legal environment In every bookstore, students' teaching aids account for a considerable proportion, and Caitong Bookstore is no exception. However, the gradual liberalization of the state's market for teaching materials and teaching aids has, to a certain extent, affected the sales of teaching aids books in bookstores. Different schools independently choose different teaching materials, the corresponding teaching aids will only be more complicated, each set of teaching aids sales will inevitably have a certain range of reduction. Bookstore to provide all kinds of teaching aids, for low sales can be taken in the form of members of the loan, not only to avoid the phenomenon of customers needing books can not be found, but also a small increase in income. (D) social and cultural environment 1. education level situation of the world's education level varies greatly, Ethiopia's literacy rate of only 10%, the United States literacy rate is as high as 99%, and the education level of our consumers also varies. Lianyungang is in the territory between the north and south of China, and is one of the first 14 coastal cities in China open to the outside world, with a rich history and culture. Lianyungang currently also has a number of colleges and universities, which for a city so the cultural environment here is still more optimistic.2. The concept of aesthetics at present, people's aesthetic concept is step by step up, for the beauty of things more and more attention. Therefore, the internal structure of the book bar arrangement is very important. The layout of the Federal Café Bookstore on the 5th floor of Guangzhou Times Square is worth referring to (see Appendix II Reference Pictures - Figure 1, Figure 2, Figure 3). According to the different festivals, the layout of the bookstore should be changed accordingly, so as to avoid the aesthetic fatigue of customers caused by the same pattern throughout the year, resulting in the chronic loss of customers. In the book bar in the obvious position to set the book best-seller list, change once a month, is also a way to avoid aesthetic fatigue, but also for customers to choose books, books provide guidance.3. The influence of national traditions throughout the year, China's holidays are also more, which is very favorable to the operation of the book bar. In holidays, general bookstores even if the books are not discounted, due to consumption habits, the bookstore will still be crowded, let alone located in the densely populated busy commercial street Caitong Book City, in such an environment to open a bookstore to provide additional services, there is no need for a certain category of professional bookstores market conditions. In addition, Caitong Book City is located in the city center of Lianyungang, and everyone likes to go shopping during holidays, so when customers are tired of shopping, they can take a rest in the rest area here to relieve their fatigue. Rest when less drinks to quench their thirst, casually flipping may evoke the desire of customers to sell books, the use of small details to make money in small, very little into more. However, usually must give a person a comfortable and relaxed feeling, so as to make the customer in the holiday shopping also think of its existence. (E) the natural environment situation color pass book city is in the business circle, there is no vicious natural environment pollution, the most is, outside the store sidewalk pedestrians littered with garbage. Although the surface has nothing to do with Caitong Book City, but it will also affect the customer's view of it, should line up a full-time staff to clean up a certain range of hygiene outside the store just as in the store cleanup standards, to give people a refreshing feeling, to enhance the customer's sense of proximity, sense of comfort. Second, the current micro-environment (a) the internal environment of the bookstore bar after the operation of the model of the bookstore bar is easy to be imitated by other bookstores, so the internal culture of the enterprise must have its own characteristics, and is not easy to be imitated out. Mutual cooperation between departments, the leadership of the management department is very important at this time, after the operation of this is the need to slowly find out, slowly improve. For example, Zhenda Supermarket and Times Supermarket, we can find that their layouts are completely different, into the Times Supermarket, the consumer route has been set up in a subtle way, while entering the Zhenda Supermarket, the consumer will have a feeling of confusion, do not know where to start, or even can not find the cash register. This is a cultural difference. Competitors can only learn the "shape", but not learn the connotation. (B) supplier side of the colorful through the book city of all the books are 20% off sales, visible channels of supply is relatively good, this is a weak trend. But not satisfied with this, we need to classify the level of suppliers to ensure that the focus, taking into account the unity; but also to open up the supply channels to diversify their own suppliers, in order to reduce the risk of narrow supply. (C) the customer side of the customer is God, must be well implemented to the customer-centered business ideas. Regular questionnaire surveys of customers to understand what customers think, to grasp their reading trends. (D) peer competitors in Lianyungang state-owned bookstores still dominate (Democracy Road Xinhua Bookstore), other private bookstore chains in the minority (Pilot Exam Bookstore, Popular Bookstore, etc.), the competition is becoming increasingly fierce. The model of the book bar in the Caitong bookstore prototype has been, further improvement is bound to stand out in the bookstore. (E) the public can not be ignored at any time, the power of the public can not be ignored. 1. economic support of the financial public. Good relations with banks, investors, insurance companies, for the operation of the bookstore, large-scale activities, etc. is definitely more good than bad. 2. powerful media public. Often with the newspaper, television station for friendly exchanges, *** with the organization of public welfare programs, or large-scale activities, the establishment of a good friendship based on the release of advertising and publicity for the advertisement is very convenient. 3. Meaningful social groups of the public. With environmental protection organizations, consumer associations, these meaningful groups to enhance communication, welcome them to carry out lectures, etc. for the bar itself is also a kind of profit. Not to mention the rent, it will also attract more people to recognize the attention of Caitong Bookstore and look at it from a long-term perspective. 4. Needless to say, it's important that we all know very well that the enterprise with a lot of internal contradictions can't operate well for a long time. The second part of the strategy and action program a. Member and non-member differentiation in this economic conditions, the book bar will take the form of membership and non-membership coexistence. 1. member form members need to pay 50 yuan in the membership card each year in the book maintenance fee, but each time to the book bar in the book is not required to pay money, but also can enjoy the loan of books and the right to receive books gifted. 2. non-member form of non-member each time to the book bar at 1 yuan per hour. The bookstore charges 1 yuan per hour, and you can get a non-member card at the entrance desk to enter the bookstore. When leaving the bookstore, the customer will hand the non-member card to the staff at the service desk, and the staff will use the computer to read the time that the customer stays in the bookstore, and then the checkout will be available. Second, technology is the first productive force "Technology is the first productive force." In the book bar should also run through this idea. 1. the problem of bag storage At present, the color pass book city for the customer's bag is stored by the staff. The effect is not good, labor cost, customer access is not convenient and fast. The popular bookstore does not specialize in the storage of bags, although more free, but this is very inconvenient for customers who want to look through the books, want to read well, but there are still things in the hand to hold, put on the ground may be dirty and insecure, inadvertently be stolen. The book bar will adopt the special bag storage cabinet currently used in large shopping supermarkets, which is convenient and safe.2. The checkout method for consumption in the leisure area will be in the form of credit card consumption in the leisure area. For members, after ordering the required food, they just need to pass their membership card to the bar attendant and swipe it, then all the information of consumption will be counted into the membership card. Members can either pay with the pre-deposit in their membership card, or they can pay with cash when they leave the bar. For non-members, they can either check out directly or receive a temporary card to check out when they leave the bookstore.3. The setting of the induction door places the same induction door as the library at the exit of the bookstore, so that if there are individual unconscious customers attempting to steal books out of the bookstore, the induction door will automatically alarm them to enhance the safety of the colorful bookstore itself and minimize the loss. Third, the handling of books damaged by flipping because of the form of book bar, customers can flip through the books at will within the Colorado book city, so the damage of the books must be quite serious, as long as the proper force of the damaged books to be able to better minimize the loss. For gold-bound books, special issues, etc., which are currently not unpacked in the store and need to be purchased in order to be read in the Colorado Bookstore, this method can continue to be used. In addition, the damaged books are categorized into three grades - slight, general and serious. 1. Slightly damaged books For books in this category, they continue to be placed on top of the shelves for customers to read. Due to the damage is relatively minor, continue to read does not affect the customer's reading mood. 2. general damaged books of this type of books in the form of gift awards to the consumption or reading time to a certain extent of the members, from the emotional pulling together the old customers, but also in this way to attract more people to become a member of the book bar. However, the standard of reward must be expressly provided for, written in the brochure, free of charge to customers. 3. seriously damaged books for such books, can be regularly placed in the discount area, and then slightly sub-categorized, some of the 10 yuan for two, some of the 10 yuan for three, and so on this form of processing, reduce losses, customers can also buy the books they want. The third part of the program of action control for the book bar ordinary waiter, high school or more (including) education can be, too high education will only result in a waste of talent and their own cost increases. However, therefore, there will be the phenomenon that the quality of the staff is not too high, not quite able to properly deal with the problems between the customers. The Japanese company Panasonic once taught its employees: "Keeping each customer public well may increase many customer publics. If you lose your regular customers, you will lose many opportunities for development." For every 1 dissatisfied customer who complains to the company, either verbally or in writing, there are about 26 customers who remain silent and are disgruntled. And each of those 26 customers negatively impacts 10 other friends and family members. And about 33% of these 10 friends and relatives will then pass it on to another 20 people, which means that 1 customer's dissatisfaction generates 1*(26+10)+(10*33%*20) 326 people's dissatisfaction. The bookstore needs to set up a clear staff code, standardize staff behavior, reduce friction with customers as much as possible, and reduce customer dissatisfaction with Caitong Bookstore. Establishing mutual cooperation with newspapers and TV stations is favorable for the reduction of advertising costs. Place self-designed brochures in the bookstore for customers to read, and change the contents regularly. During the upgrading period of Caitong Bookstore, students were hired to work part-time in the downtown area, schools and other public places to conduct publicity and questionnaire surveys (see Appendix IV Questionnaire Survey Form - Table 4), so that everyone has an understanding of it, just as when RT-Mart entered Lianyungang's offensive, first create momentum. The fourth part of the marketing cost calculation Lianyungang City Caitong Book City is the entity enterprise, it already has the prototype of the book bar, only need to improve and perfect on top of its foundation can be, so the cost does not need too much. Book bar decoration to simple and bright, can be decorated with famous paintings, calligraphy and other cultural flavor is relatively strong jewelry, reflecting the quiet, casual style. Store decoration is about 20,000 yuan. There are automatic bag storage cabinets, the installation of additional induction doors, as well as advertising and publicity costs need to be 15 million dollars. In addition, the purchase of tea utensils, food, drinks and other expenditures, plus the production cost of non-membership cards cost about 5,000 yuan,. Total total **** investment of about 180,000 yuan can be upgraded to business. The fifth part of the effect predicts that the model of the book bar currently does not appear in Lianyungang, beetroot that book city in its original basis for upgrading and remodeling, open a new page of bookstore operations in Lianyungang City. In the upgrade period on the first momentum, when reopened, everyone's attention is bound to rise, which for the future operation of the book bar when separated from a good start. Books are different from the sale of food, daily necessities, store owners do not have a certain level of cultural knowledge is difficult to handle. At present, the domestic major colleges and universities near the bookstore, but the real business is very little. Many bookstores do not have a brand and characteristics of the management of consciousness, each category of books, but each category is not refined and incomplete, compared with other bookstores do not have any characteristics to speak of. The first to eat crabs is a warrior, and Caitong Book City is going to be the warrior of the book market. Fresh mode fresh feeling, will continue to be welcomed by the old customers, and at the same time will attract more new customers, to further expand the current market share of Caitong Book City. Lianchuang team selected Lianyungang City, Xinpu District of Lianyungang City, Lianyungang Caitong Book City as the object of investigation and research, for the enterprise exists and affects the development of the enterprise's specific marketing problems to carry out research, argumentation and marketing planning activities. In the face of Xinhua Bookstore, the public bookstore and other strong competitors, in-depth market research and market environment analysis, based on the actual problem, completed the marketing plan, the real realization of the operation mode of the bookstore bar, bookstore to bring a "revolution" for the Caitong bookstore to further seize the market share of Lianyungang to improve the Feasibility. Leisure book bar set library, bookstore, teahouse advantages in one, can be in the people drink tea and chat when flipping through fashion magazines or popular novels, can also let people in the soothing music, forget the fatigue of work and study pressure, relaxation, but also is a good place for communication, party. Membership and non-members of the distinction between the treatment will only further enhance the customer's interest in the book bar. At present, Lianyungang City does not have a similar book bar, Caitong Book City in its original basis for the upgrading of the book bar, the business situation will be very good.