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论文编号：	14335
作者编号：	2320213489
上传时间：	2023/12/12 8:57:47
中文题目：	满芬书店营销策略研究
英文题目：	Research on Marketing Strategy of "Manfen Bookstore"
指导老师：	胡望斌
中文关键字：	实体书店；营销策略；市场细分；市场定位
英文关键字：	Physical Bookstore；Marketing Strategy；Market Segmentation；Market Positioning
中文摘要：	随着社会经济的发展和人们消费水平的提高，文化产品日益丰富，图书市场已经逐步转向买方市场。在这个背景下，消费者认知水平和认同感对实体书店的经营与发展的影响力逐渐增强。满芬书店作为线下实体书店，在激烈的市场竞争中主要采用两种策略：价格优势策略与差异化策略。然而，长期的价格战导致企业利润微乎其微甚至亏损，并且图书行业产品同质化严重，在此背景下，差异化营销策略将成为企业的核心竞争力。 本文对满芬书店的营销策略进行了深入分析，尤其关注其在当前竞争激烈的零售市场环境中的运营情况。首先，本文研究了满芬书店的外部和内部营销环境，详细对其经营现状、营销宏观环境、书店市场竞争进行分析。同时，通过SWOT分析，本文进一步识别了满芬书店的核心优势和主要劣势，面临的机会和威胁。 在对满芬书店服务营销现状进行深入探讨后，本文从市场定位和营销策略两个方面总结出满芬书店营销现存的问题，如市场细分不精细、目标市场不清晰、市场定位不明确、产品缺乏自主创新和差异化优势、定价方法局限、渠道和促销方式单一、人员服务质量不稳定、过程缺乏标准化管理、有形展示缺乏等。 通过对以上满芬书店营销现状和营销问题的分析，本文提出满芬书店营销策略的提升思路。作者经过精细化的市场细分，选定“以学生、职场人士、家长三个群体为核心”为市场定位，旨在将书店打造成一个集教、学、研、文化为一体的新型多业态书店。从消费者需求出发，制定“书教创”相结合的产品策略；采取需求和竞争导向的定价策略；制定多媒体联动的促销策略；线上线下相结合的渠道策略；重视内部营销及利用社群优势，融合读者力量；通过售前、售中、售后流程设计，提升书店过程策略；并从多层面进行有形展示，提升满芬书店的品牌价值。 本文针对实施策略的可能阻碍提出了解决方案，如营销团队建设、人员培训与激励以及组织调整与流程优化等。最后，本文总结了本研究的成果，并指出了研究的局限性。同时，针对未来的研究，本文给出了一些建议，以期对满芬书店在未来的营销策略制定提供参考，帮助其在激烈的市场竞争中取得优势。 关键词：实体书店；营销策略；市场细分；市场定位
英文摘要：	With the increasing richness of social products and the deepening development of the social economy and consumption, the book market has gradually shifted to a buyer's market stage. In this context, consumers' cognitive level and sense of identity have a growing impact on the management and development of bookstores. As a physical bookstore, Manfen Bookstore mainly adopts two strategies in the fierce market competition: price advantage strategy and differentiated strategy. However, long-term price warfare has led to minimal corporate profits or even losses, and the homogenization of the book industry is serious. In this context, differentiated marketing strategies will become the core competitiveness of enterprises. The research conducts an in-depth analysis of the marketing strategy of Manfen Bookstore, with a particular focus on its operational situation in the current competitive retail market environment. Firstly, the research studies the external and internal marketing environments of Manfen Bookstore, analyzing its operating status, macro-marketing environment, and bookstore market competition. At the same time, through SWOT analysis, the research further identifies Manfen Bookstore's core strengths and main weaknesses, as well as the opportunities and threats it faces. After an in-depth discussion on the current status of Manfen Bookstore's service marketing, the research summarizes the existing problems in its marketing from two aspects: market positioning and marketing strategy. For example, there is imprecise market segmentation, unclear target market, undefined market positioning, lack of independent innovation and differentiated advantages in products, limited pricing methods, single channels and promotion methods, unstable service quality of personnel, lack of standardized management in the process, and lack of visible presentation. Through analyzing the marketing status and problems of Manfen Bookstore mentioned above, the research proposes ways to enhance its marketing strategy. By conducting fine market segmentation, the author selects "students, working professionals, and parents as the core audience" as the market positioning, aiming to transform the bookstore into a new multi-format bookstore integrating education, research, culture, and learning. Starting from consumer demand, we develop a product strategy that combines "books with education and innovation"; adopt a pricing strategy that is driven by consumer demand and competitive conditions; formulate a promotion strategy that uses multiple media; develop an online and offline channel strategy; prioritize internal marketing and utilizing community strengths to engage readers; enhance store processes through pre-sales, sales, and after-sales process design; and improve brand value through visible displays at multiple levels. Furthermore, the research proposes solutions to possible obstacles in implementing the strategy, such as building a marketing team, personnel training and motivation, as well as organizational adjustments and process optimizations. Finally, the research summarizes the results of this study and points out the limitations. In addition, some suggestions are given for future research to provide a reference for Manfen Bookstore's marketing strategy development in the future and help it gain an advantage in fierce market competition. Key Words：Physical Bookstore；Marketing Strategy；Market Segmentation；Market Positioning
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