摘 要
在当前互联网＋传播的前提下，河北省新华书店针对当前图书市场出现的
新变化和新特点，不断提升自身营销意识和营销能力。但是受到传统管理理念、
内部管理体制和经营成本等因素的影响，导致河北省新华书店在经营过程中存
在很多问题，经济效益下降，竞争力减弱，经营生存压力巨大。为了提升自身
核心竞争力，创造更多的经济效益和社会效益，河北省新华书店需要顺应当前
互联网＋发展的趋势，做好转型升级，消除潜在的危机，减轻发展压力，因此，
本文运用多种分析方法，针对当前河北省新华书店在互联网＋背景下营销情况
进行分析，具体包括以下几方面的内容：第一，分析了新华书店营销的国内外
研究现状，然后阐释了本文的研究理论基础；第二，分析了河北省新华书店发
展现状以及存在的问题；第三，运用SWOT理论分析河北省新华书店营销存在
优势、劣势、机遇以及外在的威胁；第四，根据河北省新华书店营销情况，提
出找准定位、促进线上线下协同发展、完善O2O平台建设、探索私人定制四个
方面的解决对策和建议。通过本文的研究，可以进一步丰富新华书店营销理论，
为推动河北省新华书店经营提供新的影响思路和方法，推动河北省新华书店的
转型升级
关键词： 互联网+； 新华书店；营销对策；
Abstract
In the time of internet + communication, Xinhua bookstore in Hebei province
has been improving its own marketing awareness and ability in order to adjust to the
new changes and features appeared in the current book market. However, owing to
several factors such as traditional management ideas, internal management system
and operation cost, there are many problems in its operation. The economic benefit
has been dropping, the competitiveness has been weakening, and the bookstore has
been facing enormous survival pressure. In order to enhance its core competitiveness
and to create more economical as well as social benefit, Xinhua bookstore in Hebei
province need to follow the trend of Internet + development, preparing itself for
transforming and upgrading, eliminating the potential threat, and alleviating the
pressure of development. Aiming at analyzing the marketing status of Hebei Xinhua
bookstore under the background of “Internet +”, multiple analysis methods have
been applied in this dissertation. The analysis mainly includes the following four
aspects. Firstly, the domestic and oversea operating situation of Xinhua bookstore is
studied and the theoretical basis of this dissertation is explained. Secondly, the current
developing situation and the problems of Hebei Xinhua bookstore are analyzed.
Thirdly, SWOT analysis is applied to find out its strength, weakness, opportunity and
threat. Fourthly, based on the bookstore’s marketing situation, solutions and
suggestions are brought about from four aspects, which include accurate positioning,
collaborative online and offline development, the establishment of O2O platform, and
personal tailoring services.
.Keywords：Internet + ， XinHua bookstore ， Marketing strategy
I
目 录
第一章 绪 论 ....... 1
一、研究背景 ..... 1
二、研究意义 ..... 1
三、国内外研究现状 ........... 2
（一）国内研究现状 ......... 2
（二）国外研究现状 ......... 3
四、研究内容 ..... 4
五、研究方法 ..... 4
六、研究创新点 ... 5
第二章 理论基础 .... 6
一、互联网＋理论 . 6
（一）互联网＋的定义 ....... 6
（二）互联网＋的特征 ....... 6
（三）互联网＋的重要作用 ... 7
二、互联网＋模式下新华书店营销发展战略理论 ........... 9
三、SWOT理论 .... 10
（一）竞争优势（S） ....... 10
（二）竞争劣势（W） ....... 10
（三）潜在机会(O) ......... 10
（四）外部威胁(T) ......... 11
四、新华书店营销理论 ........ 11
（一）营销理念11
（二）营销机制11
（三）营销定位12
第三章 互联网＋模式下河北省新华书店营销现状 ........... 13
一、互联网＋模式下河北省新华书店发展现状13
（一）不断打破传统体制束缚13。