Bookstore marketing planning scheme

The existence of physical bookstores has been seriously challenged, so how should the marketing planning scheme of bookstores be formulated? I'd like to share with you the model essay of the bookstore marketing planning scheme. Welcome to browse.

The first part: the model of bookstore marketing planning scheme. 1. 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

20XX- 1 1-28——20XX- 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 are not only not conducive to reducing readers' reading of books, but also interfere with their own thinking, so 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.

The second part: the model of bookstore marketing planning scheme.

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.