- I -
摘要
随着互联网时代的到来，实体书店面临着空前的困境。有数据显示，从网络快速发
展后的十年间，实体书店有60%左右倒闭，本文以大连ZX书店为研究主体，探讨其在
“互联网+”时代背景下的营销策略
ZX出版股份有限公司开办了著名的ZX书店，该书店主要建于高端购物中心、地
标级写字楼、高铁站以及机场等诸多位置，致力向爱书人提供高品质文化服务的随行阅
读站。2016年，大连某高端商场中一家 ZX书店开业，这是ZX书店在大连唯一一家多
元化的城市实体书店，在诸多实体书店倒闭的今天，这家书店无疑让人耳目一新，它代
表着书店是一座城市的文化标志，一座城市的文化建设也需要实体书店的存在
本文首先从大连ZX书店面临困境入手，从外部环境和内部环境两个方面对其进行
具体的营销环境分析。对于外部环境的分析，本文主要通过宏观环境和竞争环境展开全
面研究，围绕多个层面（包括技术、政治、社会以及经济）对宏观环境展开深入研究，
从潜在进入者、替代产品、购买者行为、供应者行为和同行业竞争者等五方面对竞争环
境进行分析，从而总结出ZX书店在外部所面临的机会与威胁。对于内部环境分析，本
文分析大连ZX书店的内部概况，结合大连ZX书店的顾客分析和市场决策，总结出大
连ZX书店自身存在的优势和劣势。在此基础上，通过“4P”理论对ZX书店的营销策略
进行分析
关键词：实体书店；营销策略；多元化；困境
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Research on the Marketing Strategy of ZX Bookstores
Abstract
With the advent of the Internet epoch, physical bookstores are facing unprecedented
predicaments. Relative data has indicated that 60% of physical stores have been shut down
during the last ten years of rapid internet development. This article selects ZX chain
bookstore as research subject and discusses its marketing strategy under the historical
background of “Internet +”.
ZX bookstores are affiliated to ZX Publishing Company Limited. The bookstore chain
starts from airports of all major cities around the country and successively captures the market
by entering subway stations, landmark office buildings and large high-end shopping centers.
It is dedicated to provide high-quality cultural services to book-lovers as their “mobile
reading station”. In 2016, a ZX bookstore was launched in a high-end shopping mall in Dalian,
becoming the only diversified physical bookstore of ZX in this city. In this time when
physical bookstores close down one after another, this ZX bookstore undoubtedly refreshes us
all. It indicates that bookstore is the cultural signal of a city and that the cultural development
of a city requires the existence of physical bookstores.
This article proceeds with the predicament faced by ZX bookstores and conducts specific
marketing environment analysis on both internal and external environment. External
environment analysis is conducted though systematic analysis on macro-environment from four
aspects (politics, economy, society and technology) and on competitive environment from five
aspects (potential entrants, substitute products, buyer behavior, supplier behavior and
competitors), thus summarizes exterior opportunities and threats faced by ZX bookstores.
Internal environment analysis is conducted through studying interior situation of ZX
bookstores combining customer analysis and marketing decision, thus summarizes the
strengths and weaknesses of ZX bookstores. On this basis, marketing strategy analysis is
further conducted following the “4P”theory.
Key Words：Physical Bookstore; Marketing Strategy; Diversification; Predicament
- III -
目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 1
1.1大连ZX书店研究背景1
1.1.1大连ZX书店背景介绍 . 1
1.1.2大连ZX书店发展中存在的问题 ......... 1
1.2研究意义及研究方法 ... 2
1.2.1研究意义2
1.2.2研究方法与研究路线 .... 3
2理论综述 .......... 4
2.1市场营销分析理论回顾 ........... 4
2.1.1市场营销的概念4
2.1.2PEST营销理论 .. 4
2.1.3STP模型5
2.2市场营销组合理论 ....... 6
2.2.1产品策略6
2.2.2价格策略7
2.2.3渠道策略7
2.2.4促销策略7
3大连ZX书店营销环境分析... 9
3.1宏观环境分析 ... 9
3.1.1政治环境9
3.1.2经济环境 .......... 10
3.1.3社会环境 .......... 10
3.1.4技术因素 .......... 12
3.2行业与竞争环境分析 . 13
3.2.1行业发展现状分析与预测 ...... 13
3.2.2主要竞争对手分析 ...... 17
3.3市场分析 ......... 20
3.3.1市场需求现状分析与预测 ...... 20
3.3.2顾客购买行为分析 ...... 21
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3.4书店内部环境分析 ..... 22
3.4.1营销资源分析 .. 22
3.4.2营销能力分析 .. 23
4市场决策 ........ 25
4.1市场细分 ......... 25
4.1.1按客户年龄细分 .......... 25
4.1.2按图书需求细分 .......... 26
4.2目标市场选择 . 27
4.3市场定位 ......... 29
5ZX书店的营销策略 ... 30
5.1产品策略 ......... 30
5.1.1差异化产品策略 .......... 30
5.1.2产品多元化经营 .......... 30
5.1.3营造文化氛围 .. 31
5.2价格策略 ......... 31
5.2.1成本定价 .......... 32
5.2.2关系定价 .......... 32
5.3渠道策略 ......... 33
5.3.1多渠道营销 ...... 33
5.3.2合作营销 .......... 33
5.4促销策略 ......... 34
5.4.1人员促销 .......... 34
5.4.2其他促销策略 .. 35
5.5服务策略 ......... 36
5.5.1提供配套服务 .. 36
5.5.2培养员工服务意识 ...... 37
结论 .. 38
参 考 文 献 ........ 39
致谢 .. 40
大连理工大学学位论文版权使用授权书 .......... 41。。。。。。