Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


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

Series Vol. 34 , 10 November 2023


Open Access | Article

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

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 34, 7-12
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jinshang Zhang. Research on the Marketing Model of Brick-and-Mortar Bookstores. AEMPS (2023) Vol. 34: 7-12. DOI: 10.54254/2754-1169/34/20231665.

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

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).

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-089-9
ISBN (Online)
978-1-83558-090-5
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/34/20231665
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated