About book marketing planning scheme essay

Shane

December 29, 2022 at 1:23 pm

In the book market competition, it is very important to carry out effective book marketing in a timely manner. So how to design a book marketing activity plan? I will share some implementation planning plans on book marketing. Welcome to see you.

The essays of book marketing schemes. Planning background
1. Overall consumption situation:
The overall consumption tends to be more particular about economic benefits and personal consumption, and enhance their own cultivation image.
2. The cultural background of the bookstore:
(1) The target consumers are mainly the people's and the young people around them and their students, accept the new concept of personality and economy, and the healthy health created by the bookstore The high quality of life required by the reading image and the cultural background of the target market, pursuing a leisurely but not idle lifestyle.
(2) Most students in the school have no habit of reading, reading books, and even buying books.
3. Micro constraints in the bookstore's marketing environment:
(1) From a personal perspective, the owner lacks professional business philosophy guidance, the individual is more arbitrary, there is no clear management and monitoring system, there is no clear management and monitoring system. It belongs to leisure.
(2) Bookstore's book source: Books are mainly the acquisition of old books from college students and their surrounding residents, which are low in cost. Books are mixed, and all kinds of books are available.
4. Marketing
(1) The scale of the market: With the improvement of the cultural level, people pay more and more attention to their own cultivation
. At the same time, the more commercial street It is difficult to find a place where the mind is resting. The atmosphere of the old bookstore is suitable for the spiritual needs of college students. From the perspective of sales, the consumer market is large.
(2) The composition of the market
The main operator of this market:
The surrounding 3 bookstores, all of which belong to the new bookstore. , Such as English Level 46 Review questions, exam questions for civil servants, examination questions for postgraduate entrance examinations, etc. There are also some famous books, various essay prose is different.
This bookstores basically do not constitute a direct competitive relationship with the store. The two parties exist in a complementary form, but there are also target consumers to coincide to some extent.
(3) The characteristics of the market
The market has no seasonality, long -term existence, consumption generally has a fixed time (evening), and the reading crowd is relatively stable.
. Planning time
20xx-11-28 —20xx-12-03
. Planning goals
icated the needs of students and surrounding citizens to improve the needs of new knowledge, improve our store in the store The popularity in students and citizens
. It is expected that within one year, the development and occupation of the consumer market and the potential consumer market in a certain district, based on this, radiates to the surrounding area.
. Analysis of the status quo
The following points are based on the results of the survey:
1. Of the 100 investigators investigating on the spot, 57%of people have purchased new books,
also available for Some people have been to second -hand bookstores.
2. 42%of the 57%of the 57%of the purchase of new books think the quality of the book should be improved.
3. The service in the bookstore is not perfect. If some books are sold, the user finds the book shortage, and the bookstore is unwilling to bear the relevant responsibilities.
. Bookstore's publicity is not enough. In the survey, we found that a considerable number of people did not know the genuine books, let alone the understanding of the bookstore and the purchase of the new book.
5. SWOT analysis
1. Advantages.
(1) The profit of the new book can be considerable;
(2) The source of the customer is mainly derived from the surrounding schools and its communities;
(3) no pollution, no shelter period, easy to save and collect.
(4) Compared with the school's book tubes, users can order their favorite books, can read, use, and repeat them anytime, anywhere. Time to return, or timely borrowing procedures are troublesome.
(5) The regional population is more cultural and has strong consumption power.
(6) There are no strong competitors in the region.
2. Disadvantages. Our shop is not located on the main streets. It is not conspicuous enough and the area is not large, and further decoration is needed. There are many types of books, which are easy to mess up. When acquiring and organizing, the workload is large; pay attention to moisture prevention, setting fire, and insects, which increases the difficulty of management; quality problems are difficult to ensure.
3. Opportunity. There are only one store in this area, and there are no competitors in the same industry. The concentration of universities and communities is here. The surrounding citizens have a high quality and facilitate publicity and promotion. In particular, there are characteristics of teachers and students, and the market prospects are considerable. And many old books have the records of the original readers, especially the reference category, which is not only not conducive to reducing readers' reading in books, but also disrupting their own thinking. New books will not have this trouble.
4. Threat. Many people have insufficient understanding of new books; the main buyers are students, which is not conducive to the sales of some categories of bookstores. The target market positioning is relatively single; although it is not threatened by the new bookstore, it is threatened by second -hand bookstores. The channels for purchases are not smooth and low. The popularity of this shop is not well known, which leads to the loss of opportunities.
6. Marketing strategy (4P ’s)
1. Product strategy.
⑴ Formulate strategies based on the main market of the bookstore. Bookstores should be operated diversified at the same time as the
camp. Both the bookstores are divided into four modules: verification categories (including books and materials), literature, magazine issue categories, and other categories. The main customers of this shop are students, especially college students, and college students pay more attention to verification during the school, such as English level 46, accounting, computers, tour guides, etc. Based on this situation Book materials, and make this project as a cost store feature. Bookstores only retain the certification category for nearly two years, and those who exceed the deadline will not be ordered to avoid the backlog of books. For the remaining three categories, they must be screened and processed at the end of each year to reduce inventory.
提 The product should be improved, and the books that seriously affect the reading of customers should be handled, so as to establish a good image of a bookstore and attract buyers.
2. Price strategy. The pricing basis is the cost and utilization value of books.
⑴ Flexible pricing. Those like data can be determined according to the well -known data. Others can also be priced according to specific conditions.
quantity discount. When customers purchase a certain number or a certain amount of group purchase, a certain amount of books is given a certain discount.
Court of membership discount. When customers buy cumulative numbers of books, they give away membership cards to give membership discounts for lifetime preferential discounts.
3. Channel strategy. Sales channels are mainly physical store sales, with online sales. Sales agency points are set up in places such as many people, mainly selling various types of magazines and journals to provide students with recreational objects.
4. Promotion strategy. Increasing consumers' understanding of the new book and increasing the popularity of our store is currently the first step. Bookstores can use leaflets and sponsorship activities to strengthen publicity.
7. Target market analysis
1. Market segmentation can be more refined to analyze market sales opportunities, so that you are in a favorable position, give play to better sales results, and increase profits:
(1) Demand differences: divide different consumer groups and measure the needs of different consumers. For example, the group of postgraduate entrance examinations, the group of verification, etc. The market should be able to reach marketing activities, that is, a market that can enable products to enter and impact customers through hard work. On the one hand, the information about the product can be passed on to most consumers in the market through a certain media; on the other hand, in a certain period of time, the product may be transported to the market through a certain distribution channel;
(3 ) Footability: The market that is subdivided is enough to make a large capacity or scale. It can be faced with universities or even communities.
(4) The possibility of action: Existing resources can ensure that it provides products or services to meet the needs of the subject.
. Therefore, the target market population of our store is: students who love to do some autonomous community personnel
3. Market positioning
(1) Interest positioning positioning as "service first" Fully meet the needs and hobbies of consumers, grasp the consumer's purchase psychology, and bring consumers convenience and joy.
(2) Prices and quality positioning are combined with price and quality. The goods are value -for -money and the service is first -class.
eight. Planning funding budget
This budget is divided into two parts: book investment cost and promotional publicity cost. The investment cost of books is more complicated, involving different order methods of different types of books, so the overall budget should invest 20 to 30,000. If you do n’t go out, you can also change the cost of sale, so the profits are available. The key is how to expand sales. This involves promotional costs. Promotion costs can be two to three thousand, including the printing of the leaflet and the salary of the personnel.
9. Emergency plan
Various crisis treatment plans:
(1) Severe quality accidents should be found in time and explain to consumers and apologize. R n (2) Customer complaints, accepting the customer's opinions with an open mind, and prompting improvement in order to obtain a greater degree.
(3) Insufficient supply of goods or inaccurate, the reasons should be explained in a timely manner. The ability to solve this problem to establish a good image.
(4) Discover fakes, replace and apologize for consumers in time, strengthen the examination of the book, and avoid such accidents.
Compared with the monthly sales volume and the number of people coming to the store to evaluate the customer's awareness of the store. In the later period, a questionnaire survey method is adopted to evaluate.
Book marketing scheme sample essays 2. Marketing status
based on field surveys:
. During the college period, because there are not many exams, students have a lot of spare time. Some students use these Time has applied for some certificates that I am interested in, which requires the use of information books. Because these books are inconvenient to purchase and are expensive, many students have the idea of buying second -hand, so we will establish our own special bookstores for the exams for the exam. Essence
2. Whether or not to buy books closer to old bookstores, more than 90%of students expressed their willingness to buy, which gives us great encouragement.
3. Among the discount options for the second -hand book willing to buy, 41%of the people chose to be three%off, 43%of them chose four discounts, and the others were 17%. Very good basis.
4. Among the second -hand books I hope to buy, more than 70%of the new and old levels accounted for 45%, 60%new account for 37%, and others accounted for 18%. The factors, we try to meet the new requirements of 670 % and the content of the content and complete content when acquiring the supply.
5. In the options of book treatment methods used, it is the main option for selling, sending, and throwing it as a waste product. Many students can use the book in the best place and provide us with reliable source of goods.
6. In the option of "if there are special people in the school to buy second -hand books, are you willing to sell second -hand books", 95%are willing, and unwilling and indifferent 5%, but the premise is to sell It is not a particularly important book, which shows that in the early stage of supply, second -hand bookstores should be active.
. The main competitors and its advantages and disadvantages are in Panzhihua College. The main competitors are the bookstores of the Second Teaching Building, and the other is the online book city.
1. The advantages of the second teaching building bookstore: most of the books are about the 4th and level 6 exams, education qualification examinations, postgraduate entrance examinations, accounting qualification certificates, customs declarations, inspectors, etc. And all kinds of magazines, all of them are genuine books. The quality of books is guaranteed. Generally, it can meet the tastes of students in different types of examinations, and give 10 % discounts for all data.
The disadvantage of the second teaching building: expensive, the types of books are relatively single. In addition to the purchase of necessary books, students do not want to spend more money to buy other magazine books, and the profitability is not strong.
2. Online book city advantage: cheap price, without going out, express delivery can be delivered to the door for convenience. Online Book City Disadvantage: The quality of books is not guaranteed, and the courier is fast and slow, which affects consumers' expectations.
. Analysis of the external environment of marketing
1. The economy is mainly faced with students at Panzhihua College, most of which come from rural families, which affects the overall consumption level of all consumers. Therefore Grade.
. Culture is college students because consumer groups are college students, so in terms of product selection, they must meet the high cultural needs of college students and strive to create a high -quality temperament of this bookstore.
. Internal environment analysis
1. Advantages
(1) The cost of second -hand book recycling is relatively low. The cost of establishing second -hand bookstores is not high, and there is a lot of profit space;
(2) Second -hand books are easy to store for a long time, and small pollution to the environment;
(3) There is no second -hand book shop at Panzhihua College. No one has entered this market. Possessing this market and obtaining profits;
(4) Compared with the school library, consumers can pay a lower price to possess their own needs. It is convenient for consumers;
(5) College students have a high level of culture and are willing to spend on books for a long time;
(6) Panzhihua Academy does not have strong strong competitors.
2. Disadvantages.
(1) It is not easy to find the most favorable place to open a store at Panzhihua College, and the rents near the cafeteria and the school square are high.
(2) There are many books and categories, which are easy to mess up.
(3) Pay attention to fire prevention, insect -proof, moisture -proof, etc. in the book storage, which increases the difficulty of management, and it is difficult to guarantee the quality.
(4) The masterpiece of second -hand books is small. If you get a stable source, you must send someone to buy it, which increases the labor cost.
3. Opportunity. There is only one second -hand bookstore in Panzhihua College, and there are no competitors in the same industry. Teachers and students who have higher desire for books form a major characteristic, and there is a lot of room for market development. Second -hand books are cheap, and many old books have precious notes for consumers 'reference. This will not only help save consumers' book purchase expenses, but also help readers understand knowledge and save learning time. As more students in the postgraduate entrance examination in Panzhihua College, the price of new postgraduate entrance examination information is expensive, and there will be more room for development in second -hand postgraduate entrance examinations.
4. Threat. In the college, many teachers and students have insufficient understanding of second -hand books: the main buyers are students, which is not conducive to the sales of some books in the bookstore. The threat of teaching building bookstore. The channels for purchases are not smooth. If you buy it, you will increase a lot of labor costs and low discounts for purchase. If the popularity of our store cannot be increased within a soon time, it is easy to lose opportunities.
5. Marketing strategy
1. Different requirements for market segmentation: It should be reasonably divided into consumers of different types of needs, and provide corresponding books to the needs of different types of consumers. Consumers, consumers with related practice qualification certificates, etc., try to achieve the types of books and targeted satisfaction with the needs of major consumer needs.
2. The target market selection and characteristics The target market is all teachers and students of Panzhihua College. It is characterized by: high cultural level, strong desire for books, and continuously enrich knowledge from books, but the consumption power is not high.
3. Market positioning
(1) Interest positioning is "fully satisfied with customers", try to meet consumer preferences and needs, grasp the consumer's purchase psychology, and bring convenience and benefits to consumers.
(2) Price and quality positioning should be the old book price of 30%off consumers in the market research. The price of the prices of the main secretary will be priced at 30%, and the second -hand book is cheap. Make consumers feel good and cheap.
4. Product portfolio description
(1) Product strategy. It is necessary to formulate strategies based on the main market of the bookstore. Bookstores must have a diversified operation at the same time, which is to divide second -hand bookstores into four modules: study tests, literary names, universities best -selling books, and magazines. Among them, it is mainly based on the study of the exam.
① Learn the exam. It is the main book of this second -hand bookstore. This is because of the popular style of research in colleges and universities in recent years. Many people's certificates are not limited to computers and English. , And often a person who takes a few certificates is a great opportunity for the second -hand book market. In addition, the proportion of students in the postgraduate entrance examination in Panzhihua Institute in recent years has become increasingly large, and the expensive purchase of new entrance examination information fees also brings opportunities for the second -hand book market. Therefore, bookstores can focus on the selection of books and materials related to verification in accordance with this situation. The bookstore only retains the verification books for nearly two years. Those who exceed the deadline can be transferred to the waste acquisition station to recover the cost and avoid the secretary. The backlog.
② literary name. This category is mainly based on the book division standards of the journal reading room of the library as a reference, and put it into the literary works of Chinese and foreign masterpieces.
③ best -selling books in universities. This type of book is mainly the struggle of some celebrities, as well as some inspirational books, as well as some best -selling campus novels. Such books are generally difficult to find in the library, only bought in the bookstore. Therefore, I believe that students are more willing to spend a cheap price to buy a genuine old book, which is very dominant.
④ magazine issue category. The students' favorite magazines for surveys through questionnaires are mainly sold with other books.
(2) Pricing. The basis for pricing is the recovery cost and re -use value of books.
① Flexible pricing. Second -hand books can determine the purchase price according to the new and old level of second -hand books and genuine piracy, and then set the main price at the original price of the original price according to the requirements of the survey results. Other situations can also be priced according to the specific situation.
② A number of discounts. When the books purchased by consumers reached a certain amount, a certain discount was given, about 3%-5%.
③ member discount. When customers buy books, they suggest that customers apply for membership cards, and members will give life discounts at about 5%-7%.
(3) channel. Channels are divided into two categories: recycling channels and sales channels. After investigation, students are generally reluctant to contact second -hand book acquirers, and they are more willing to buy second -hand books for second -hand book buyers. Therefore, the recycling channel should be to take the initiative to recycle the bookstore, or collect the fixed -point collection of student apartments during the fixed period. You can also reach a cooperation agreement with the local waste acquisition station to keep the waste products acquisition station retaining some useful books, and the second -hand bookstore will not have much value value. The books are sold to the waste acquisition station to achieve stability and reasonable supply. Sales channels are mainly physical store sales, with online sales. You can reach the exchange between customers and bookstores by establishing QQ groups, participating in the campus forum to release the latest news of second -hand bookstores, saving unnecessary publicity costs, and always grasping the changes in consumer demand. Reduce the operating risk of bookstores.
(4) Promotion to promote consumers' understanding of second -hand books, and it is necessary to increase the popularity of campus second -hand bookstores. Bookstores can use leaflets, post advertising, etc. During the holidays, discounts are adopted with a certain amount or a certain price. In addition, when some communities organize activities, sponsorship can be given to get the right to name to increase the popularity of second -hand bookstores.
5. Marketing costs
Direct sales expense budget 1,000 yuan, promotional expense budget 20xx yuan, warehousing and transportation cost budget 20xx, other marketing expense budgets of 1,000 yuan. Therefore, the total marketing cost budget is 6000 yuan.
6. Summary:
It this project, in general, has less investment costs, short recovery cycle, low investment risk, high investment return rate, and low operating difficulty.
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1 thought on “About book marketing planning scheme essay”

Shane
December 29, 2022 at 1:23 pm

In the book market competition, it is very important to carry out effective book marketing in a timely manner. So how to design a book marketing activity plan? I will share some implementation planning plans on book marketing. Welcome to see you.

The essays of book marketing schemes. Planning background
1. Overall consumption situation:
The overall consumption tends to be more particular about economic benefits and personal consumption, and enhance their own cultivation image.
2. The cultural background of the bookstore:
(1) The target consumers are mainly the people's and the young people around them and their students, accept the new concept of personality and economy, and the healthy health created by the bookstore The high quality of life required by the reading image and the cultural background of the target market, pursuing a leisurely but not idle lifestyle.
(2) Most students in the school have no habit of reading, reading books, and even buying books.
3. Micro constraints in the bookstore's marketing environment:
(1) From a personal perspective, the owner lacks professional business philosophy guidance, the individual is more arbitrary, there is no clear management and monitoring system, there is no clear management and monitoring system. It belongs to leisure.
(2) Bookstore's book source: Books are mainly the acquisition of old books from college students and their surrounding residents, which are low in cost. Books are mixed, and all kinds of books are available.
4. Marketing
(1) The scale of the market: With the improvement of the cultural level, people pay more and more attention to their own cultivation
. At the same time, the more commercial street It is difficult to find a place where the mind is resting. The atmosphere of the old bookstore is suitable for the spiritual needs of college students. From the perspective of sales, the consumer market is large.
(2) The composition of the market
The main operator of this market:
The surrounding 3 bookstores, all of which belong to the new bookstore. , Such as English Level 46 Review questions, exam questions for civil servants, examination questions for postgraduate entrance examinations, etc. There are also some famous books, various essay prose is different.
This bookstores basically do not constitute a direct competitive relationship with the store. The two parties exist in a complementary form, but there are also target consumers to coincide to some extent.
(3) The characteristics of the market
The market has no seasonality, long -term existence, consumption generally has a fixed time (evening), and the reading crowd is relatively stable.
. Planning time
20xx-11-28 —20xx-12-03
. Planning goals
icated the needs of students and surrounding citizens to improve the needs of new knowledge, improve our store in the store The popularity in students and citizens
. It is expected that within one year, the development and occupation of the consumer market and the potential consumer market in a certain district, based on this, radiates to the surrounding area.
. Analysis of the status quo
The following points are based on the results of the survey:
1. Of the 100 investigators investigating on the spot, 57%of people have purchased new books,
also available for Some people have been to second -hand bookstores.
2. 42%of the 57%of the 57%of the purchase of new books think the quality of the book should be improved.
3. The service in the bookstore is not perfect. If some books are sold, the user finds the book shortage, and the bookstore is unwilling to bear the relevant responsibilities.
. Bookstore's publicity is not enough. In the survey, we found that a considerable number of people did not know the genuine books, let alone the understanding of the bookstore and the purchase of the new book.
5. SWOT analysis
1. Advantages.
(1) The profit of the new book can be considerable;
(2) The source of the customer is mainly derived from the surrounding schools and its communities;
(3) no pollution, no shelter period, easy to save and collect.
(4) Compared with the school's book tubes, users can order their favorite books, can read, use, and repeat them anytime, anywhere. Time to return, or timely borrowing procedures are troublesome.
(5) The regional population is more cultural and has strong consumption power.
(6) There are no strong competitors in the region.
2. Disadvantages. Our shop is not located on the main streets. It is not conspicuous enough and the area is not large, and further decoration is needed. There are many types of books, which are easy to mess up. When acquiring and organizing, the workload is large; pay attention to moisture prevention, setting fire, and insects, which increases the difficulty of management; quality problems are difficult to ensure.
3. Opportunity. There are only one store in this area, and there are no competitors in the same industry. The concentration of universities and communities is here. The surrounding citizens have a high quality and facilitate publicity and promotion. In particular, there are characteristics of teachers and students, and the market prospects are considerable. And many old books have the records of the original readers, especially the reference category, which is not only not conducive to reducing readers' reading in books, but also disrupting their own thinking. New books will not have this trouble.
4. Threat. Many people have insufficient understanding of new books; the main buyers are students, which is not conducive to the sales of some categories of bookstores. The target market positioning is relatively single; although it is not threatened by the new bookstore, it is threatened by second -hand bookstores. The channels for purchases are not smooth and low. The popularity of this shop is not well known, which leads to the loss of opportunities.
6. Marketing strategy (4P ’s)
1. Product strategy.
⑴ Formulate strategies based on the main market of the bookstore. Bookstores should be operated diversified at the same time as the
camp. Both the bookstores are divided into four modules: verification categories (including books and materials), literature, magazine issue categories, and other categories. The main customers of this shop are students, especially college students, and college students pay more attention to verification during the school, such as English level 46, accounting, computers, tour guides, etc. Based on this situation Book materials, and make this project as a cost store feature. Bookstores only retain the certification category for nearly two years, and those who exceed the deadline will not be ordered to avoid the backlog of books. For the remaining three categories, they must be screened and processed at the end of each year to reduce inventory.
提 The product should be improved, and the books that seriously affect the reading of customers should be handled, so as to establish a good image of a bookstore and attract buyers.
2. Price strategy. The pricing basis is the cost and utilization value of books.
⑴ Flexible pricing. Those like data can be determined according to the well -known data. Others can also be priced according to specific conditions.
quantity discount. When customers purchase a certain number or a certain amount of group purchase, a certain amount of books is given a certain discount.
Court of membership discount. When customers buy cumulative numbers of books, they give away membership cards to give membership discounts for lifetime preferential discounts.
3. Channel strategy. Sales channels are mainly physical store sales, with online sales. Sales agency points are set up in places such as many people, mainly selling various types of magazines and journals to provide students with recreational objects.
4. Promotion strategy. Increasing consumers' understanding of the new book and increasing the popularity of our store is currently the first step. Bookstores can use leaflets and sponsorship activities to strengthen publicity.
7. Target market analysis
1. Market segmentation can be more refined to analyze market sales opportunities, so that you are in a favorable position, give play to better sales results, and increase profits:
(1) Demand differences: divide different consumer groups and measure the needs of different consumers. For example, the group of postgraduate entrance examinations, the group of verification, etc. The market should be able to reach marketing activities, that is, a market that can enable products to enter and impact customers through hard work. On the one hand, the information about the product can be passed on to most consumers in the market through a certain media; on the other hand, in a certain period of time, the product may be transported to the market through a certain distribution channel;
(3 ) Footability: The market that is subdivided is enough to make a large capacity or scale. It can be faced with universities or even communities.
(4) The possibility of action: Existing resources can ensure that it provides products or services to meet the needs of the subject.
. Therefore, the target market population of our store is: students who love to do some autonomous community personnel
3. Market positioning
(1) Interest positioning positioning as "service first" Fully meet the needs and hobbies of consumers, grasp the consumer's purchase psychology, and bring consumers convenience and joy.
(2) Prices and quality positioning are combined with price and quality. The goods are value -for -money and the service is first -class.
eight. Planning funding budget
This budget is divided into two parts: book investment cost and promotional publicity cost. The investment cost of books is more complicated, involving different order methods of different types of books, so the overall budget should invest 20 to 30,000. If you do n’t go out, you can also change the cost of sale, so the profits are available. The key is how to expand sales. This involves promotional costs. Promotion costs can be two to three thousand, including the printing of the leaflet and the salary of the personnel.
9. Emergency plan
Various crisis treatment plans:
(1) Severe quality accidents should be found in time and explain to consumers and apologize. R n (2) Customer complaints, accepting the customer's opinions with an open mind, and prompting improvement in order to obtain a greater degree.
(3) Insufficient supply of goods or inaccurate, the reasons should be explained in a timely manner. The ability to solve this problem to establish a good image.
(4) Discover fakes, replace and apologize for consumers in time, strengthen the examination of the book, and avoid such accidents.
Compared with the monthly sales volume and the number of people coming to the store to evaluate the customer's awareness of the store. In the later period, a questionnaire survey method is adopted to evaluate.
Book marketing scheme sample essays 2. Marketing status
based on field surveys:
. During the college period, because there are not many exams, students have a lot of spare time. Some students use these Time has applied for some certificates that I am interested in, which requires the use of information books. Because these books are inconvenient to purchase and are expensive, many students have the idea of buying second -hand, so we will establish our own special bookstores for the exams for the exam. Essence
2. Whether or not to buy books closer to old bookstores, more than 90%of students expressed their willingness to buy, which gives us great encouragement.
3. Among the discount options for the second -hand book willing to buy, 41%of the people chose to be three%off, 43%of them chose four discounts, and the others were 17%. Very good basis.
4. Among the second -hand books I hope to buy, more than 70%of the new and old levels accounted for 45%, 60%new account for 37%, and others accounted for 18%. The factors, we try to meet the new requirements of 670 % and the content of the content and complete content when acquiring the supply.
5. In the options of book treatment methods used, it is the main option for selling, sending, and throwing it as a waste product. Many students can use the book in the best place and provide us with reliable source of goods.
6. In the option of "if there are special people in the school to buy second -hand books, are you willing to sell second -hand books", 95%are willing, and unwilling and indifferent 5%, but the premise is to sell It is not a particularly important book, which shows that in the early stage of supply, second -hand bookstores should be active.
. The main competitors and its advantages and disadvantages are in Panzhihua College. The main competitors are the bookstores of the Second Teaching Building, and the other is the online book city.
1. The advantages of the second teaching building bookstore: most of the books are about the 4th and level 6 exams, education qualification examinations, postgraduate entrance examinations, accounting qualification certificates, customs declarations, inspectors, etc. And all kinds of magazines, all of them are genuine books. The quality of books is guaranteed. Generally, it can meet the tastes of students in different types of examinations, and give 10 % discounts for all data.
The disadvantage of the second teaching building: expensive, the types of books are relatively single. In addition to the purchase of necessary books, students do not want to spend more money to buy other magazine books, and the profitability is not strong.
2. Online book city advantage: cheap price, without going out, express delivery can be delivered to the door for convenience. Online Book City Disadvantage: The quality of books is not guaranteed, and the courier is fast and slow, which affects consumers' expectations.
. Analysis of the external environment of marketing
1. The economy is mainly faced with students at Panzhihua College, most of which come from rural families, which affects the overall consumption level of all consumers. Therefore Grade.
. Culture is college students because consumer groups are college students, so in terms of product selection, they must meet the high cultural needs of college students and strive to create a high -quality temperament of this bookstore.
. Internal environment analysis
1. Advantages
(1) The cost of second -hand book recycling is relatively low. The cost of establishing second -hand bookstores is not high, and there is a lot of profit space;
(2) Second -hand books are easy to store for a long time, and small pollution to the environment;
(3) There is no second -hand book shop at Panzhihua College. No one has entered this market. Possessing this market and obtaining profits;
(4) Compared with the school library, consumers can pay a lower price to possess their own needs. It is convenient for consumers;
(5) College students have a high level of culture and are willing to spend on books for a long time;
(6) Panzhihua Academy does not have strong strong competitors.
2. Disadvantages.
(1) It is not easy to find the most favorable place to open a store at Panzhihua College, and the rents near the cafeteria and the school square are high.
(2) There are many books and categories, which are easy to mess up.
(3) Pay attention to fire prevention, insect -proof, moisture -proof, etc. in the book storage, which increases the difficulty of management, and it is difficult to guarantee the quality.
(4) The masterpiece of second -hand books is small. If you get a stable source, you must send someone to buy it, which increases the labor cost.
3. Opportunity. There is only one second -hand bookstore in Panzhihua College, and there are no competitors in the same industry. Teachers and students who have higher desire for books form a major characteristic, and there is a lot of room for market development. Second -hand books are cheap, and many old books have precious notes for consumers 'reference. This will not only help save consumers' book purchase expenses, but also help readers understand knowledge and save learning time. As more students in the postgraduate entrance examination in Panzhihua College, the price of new postgraduate entrance examination information is expensive, and there will be more room for development in second -hand postgraduate entrance examinations.
4. Threat. In the college, many teachers and students have insufficient understanding of second -hand books: the main buyers are students, which is not conducive to the sales of some books in the bookstore. The threat of teaching building bookstore. The channels for purchases are not smooth. If you buy it, you will increase a lot of labor costs and low discounts for purchase. If the popularity of our store cannot be increased within a soon time, it is easy to lose opportunities.
5. Marketing strategy
1. Different requirements for market segmentation: It should be reasonably divided into consumers of different types of needs, and provide corresponding books to the needs of different types of consumers. Consumers, consumers with related practice qualification certificates, etc., try to achieve the types of books and targeted satisfaction with the needs of major consumer needs.
2. The target market selection and characteristics The target market is all teachers and students of Panzhihua College. It is characterized by: high cultural level, strong desire for books, and continuously enrich knowledge from books, but the consumption power is not high.
3. Market positioning
(1) Interest positioning is "fully satisfied with customers", try to meet consumer preferences and needs, grasp the consumer's purchase psychology, and bring convenience and benefits to consumers.
(2) Price and quality positioning should be the old book price of 30%off consumers in the market research. The price of the prices of the main secretary will be priced at 30%, and the second -hand book is cheap. Make consumers feel good and cheap.
4. Product portfolio description
(1) Product strategy. It is necessary to formulate strategies based on the main market of the bookstore. Bookstores must have a diversified operation at the same time, which is to divide second -hand bookstores into four modules: study tests, literary names, universities best -selling books, and magazines. Among them, it is mainly based on the study of the exam.
① Learn the exam. It is the main book of this second -hand bookstore. This is because of the popular style of research in colleges and universities in recent years. Many people's certificates are not limited to computers and English. , And often a person who takes a few certificates is a great opportunity for the second -hand book market. In addition, the proportion of students in the postgraduate entrance examination in Panzhihua Institute in recent years has become increasingly large, and the expensive purchase of new entrance examination information fees also brings opportunities for the second -hand book market. Therefore, bookstores can focus on the selection of books and materials related to verification in accordance with this situation. The bookstore only retains the verification books for nearly two years. Those who exceed the deadline can be transferred to the waste acquisition station to recover the cost and avoid the secretary. The backlog.
② literary name. This category is mainly based on the book division standards of the journal reading room of the library as a reference, and put it into the literary works of Chinese and foreign masterpieces.
③ best -selling books in universities. This type of book is mainly the struggle of some celebrities, as well as some inspirational books, as well as some best -selling campus novels. Such books are generally difficult to find in the library, only bought in the bookstore. Therefore, I believe that students are more willing to spend a cheap price to buy a genuine old book, which is very dominant.
④ magazine issue category. The students' favorite magazines for surveys through questionnaires are mainly sold with other books.
(2) Pricing. The basis for pricing is the recovery cost and re -use value of books.
① Flexible pricing. Second -hand books can determine the purchase price according to the new and old level of second -hand books and genuine piracy, and then set the main price at the original price of the original price according to the requirements of the survey results. Other situations can also be priced according to the specific situation.
② A number of discounts. When the books purchased by consumers reached a certain amount, a certain discount was given, about 3%-5%.
③ member discount. When customers buy books, they suggest that customers apply for membership cards, and members will give life discounts at about 5%-7%.
(3) channel. Channels are divided into two categories: recycling channels and sales channels. After investigation, students are generally reluctant to contact second -hand book acquirers, and they are more willing to buy second -hand books for second -hand book buyers. Therefore, the recycling channel should be to take the initiative to recycle the bookstore, or collect the fixed -point collection of student apartments during the fixed period. You can also reach a cooperation agreement with the local waste acquisition station to keep the waste products acquisition station retaining some useful books, and the second -hand bookstore will not have much value value. The books are sold to the waste acquisition station to achieve stability and reasonable supply. Sales channels are mainly physical store sales, with online sales. You can reach the exchange between customers and bookstores by establishing QQ groups, participating in the campus forum to release the latest news of second -hand bookstores, saving unnecessary publicity costs, and always grasping the changes in consumer demand. Reduce the operating risk of bookstores.
(4) Promotion to promote consumers' understanding of second -hand books, and it is necessary to increase the popularity of campus second -hand bookstores. Bookstores can use leaflets, post advertising, etc. During the holidays, discounts are adopted with a certain amount or a certain price. In addition, when some communities organize activities, sponsorship can be given to get the right to name to increase the popularity of second -hand bookstores.
5. Marketing costs
Direct sales expense budget 1,000 yuan, promotional expense budget 20xx yuan, warehousing and transportation cost budget 20xx, other marketing expense budgets of 1,000 yuan. Therefore, the total marketing cost budget is 6000 yuan.
6. Summary:
It this project, in general, has less investment costs, short recovery cycle, low investment risk, high investment return rate, and low operating difficulty.
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