Research on the Marketing Model of Brick-and-Mortar Bookstores

Research Article
Open access

Research on the Marketing Model of Brick-and-Mortar Bookstores

Jinshang Zhang 1*
  • 1 International Economics and Trade, College of Business, Zhengzhou University, Zheng-zhou,450001, China    
  • *corresponding author 1700210802@stu.sqxy.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/34/20231665
AEMPS Vol.34
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-089-9
ISBN (Online): 978-1-83558-090-5

Abstract

These years, with the development of the internet, online bookshops have reached a growing audience. As online bookstores have gradually expanded their dominance, the size of the physical bookstore retail market has continued to shrink, making it increasingly difficult for physical bookstores to make a profit and leading to a wave of "closures". This paper focuses on the community-based marketing communication of physical bookstores as a mechanism and conducts research from the perspective of service marketing to inspire physical bookstores to better exploit the advantages of the service experience of physical channels and provide ideas for physical bookstores to tailor their service marketing models to create more economic value and thus achieve sustainable development. The study found that for physical bookstores to survive and thrive in a fiercely competitive market, they must build experiential platforms, realize scene operations, develop cultural activities, create a bookish atmosphere, establish emotional links, and realize commercial value. At the same time, brick-and-mortar bookstores should also adopt innovative marketing tools to expand their outreach and explore a unique path of quality development.

Keywords:

brick-and-mortar bookstores, marketing models, community, empathy, services

Zhang,J. (2023). Research on the Marketing Model of Brick-and-Mortar Bookstores. Advances in Economics, Management and Political Sciences,34,7-12.
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References

[1]. China Book and Journal Publishers Association, Annual report on the book retail market in 2022,https://www.sohu.com/a/625857552_121124778,last accessed 2023/4/12.

[2]. Cui, M., Ma, T.: Cultural socialization - the road of transformation of entity bookstores in the context of new retail. Editor's Friend271(03), 28-33(2019).

[3]. Tan, YF., Zhao, R.: From spatial experience to cultural rationality: the developmental pro- gression of the business transformation of physical bookstores. Editor's Friend279(11), 75- 79(2019).

[4]. Ma, MJ., Sun, P.: Research on the diversified business model of physical bookstores in China - based on the perspective of the third space theory. Journal of editing184(02), 116- 120(2019).

[5]. Wei, X.: The transformation strategy of physical bookstores in the context of scene commu- nication. Modern Publishing125(01), 85-87(2020).

[6]. Zhou, M., Ma, JY.: Research on the self-presentation strategy of physical bookstores under the. social media perspective. Technology and Publishing291(03), 142- 146(2019).

[7]. Jiang, L., Zhang, M.: On empathic marketing of physical bookstores. Technology and Pub- lishing309(09), 112- 118.(2020).

[8]. Yu, R., Zheng, YR.: Innovation of live marketing model of physical bookstores under the perspective of interactive ritual chain. China Publishing527(06), 20-25(2022).

[9]. Li, M., Su, Y., Liu, L., et al.: Research on the impact of visual communication design on physical bookstores based on the experience marketing model. China Business Jour- nal835(12), 47-50(2021).

[10]. Huang, W., Fu, QX.: An exploration of the marketing model of physical bookstores based on the perspective of SIVA theory - taking Sisyphean bookstores as an example. Journal of Putian College27(04), 41-49(2020).

Cite this article

Zhang,J. (2023). Research on the Marketing Model of Brick-and-Mortar Bookstores. Advances in Economics, Management and Political Sciences,34,7-12.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-089-9(Print) / 978-1-83558-090-5(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.34
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. China Book and Journal Publishers Association, Annual report on the book retail market in 2022,https://www.sohu.com/a/625857552_121124778,last accessed 2023/4/12.

[2]. Cui, M., Ma, T.: Cultural socialization - the road of transformation of entity bookstores in the context of new retail. Editor's Friend271(03), 28-33(2019).

[3]. Tan, YF., Zhao, R.: From spatial experience to cultural rationality: the developmental pro- gression of the business transformation of physical bookstores. Editor's Friend279(11), 75- 79(2019).

[4]. Ma, MJ., Sun, P.: Research on the diversified business model of physical bookstores in China - based on the perspective of the third space theory. Journal of editing184(02), 116- 120(2019).

[5]. Wei, X.: The transformation strategy of physical bookstores in the context of scene commu- nication. Modern Publishing125(01), 85-87(2020).

[6]. Zhou, M., Ma, JY.: Research on the self-presentation strategy of physical bookstores under the. social media perspective. Technology and Publishing291(03), 142- 146(2019).

[7]. Jiang, L., Zhang, M.: On empathic marketing of physical bookstores. Technology and Pub- lishing309(09), 112- 118.(2020).

[8]. Yu, R., Zheng, YR.: Innovation of live marketing model of physical bookstores under the perspective of interactive ritual chain. China Publishing527(06), 20-25(2022).

[9]. Li, M., Su, Y., Liu, L., et al.: Research on the impact of visual communication design on physical bookstores based on the experience marketing model. China Business Jour- nal835(12), 47-50(2021).

[10]. Huang, W., Fu, QX.: An exploration of the marketing model of physical bookstores based on the perspective of SIVA theory - taking Sisyphean bookstores as an example. Journal of Putian College27(04), 41-49(2020).

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