近年来随着互联网经济?技术的迅猛发展,国家图书行业政策的开放,受众阅 读焦点的不断变化,沈阳xh书店作为辽宁地区的国家图书发行主要渠道及终端虽 已具备了较高的诚信度?知名度但同时其发展面临着巨大的挑战?与其他企业相比, 沈阳xh书店在营销能力和营销意识方面还不强,在精准营销能力?网络技术运用和 赢得读者等方面存在较大差距?因此,沈阳xh书店要想在当前的市场竞争中求得一 席之地,提高企业经济效益,就必须顺应互联网经济发展的需要,通过改变现有营 销策略实现企业的转型升级? 本文以沈阳xh书店作为研究对象,对市场营销组合理论?STP理论、4C理论进 行了综述,通过对沈阳xh书店的所处的宏观环境和行业环境的具体分析,阐明沈阳 xh书店在现有营销策略存在产品服务单一?精准营销能力不足?营销渠道狭窄?定 价死板等问题?通过对现有营销策略中问题产生的原因具体分析,紧密联系其所处 的营销环境,根据市场营销组合理论提出一系列具体营销策略?以期为沈阳xh书店 营销策略优化提供理论依据,对地区同行业转型升级提供指导参考意义?通过优化 沈阳xh书店的营销策略提高其市场竞争力,获得更大的经济效益,实现企业的可持 续发展? 关键词：实体书店；互联网经济；营销策略；转型升级；竞争力 沈阳理工大学硕士学位论文 Abstract Inrecentyears,withtherapiddevelopmentofInterneteconomy,technology,the nationalbookindustrypolicyopen,thechangingofaudience'sreadingfocus,shenyang inliaoningprovincexhbookstoreasanationalbookdistributionofmainchanneland terminalhashadthehighcredibility,reputationbutatthesametime,itsdevelopmentis facedwithgreatchallengeparedwithothercompanies,shenyangxhbookstorein theaspectofmarketingabilityandconsciousnessisnotstrong,theprecisemarketing abilityandnetworktechnologyisappliedandwinthereaders,etc.Thereisabiggap, therefore,shenyangxhbookstoreifyouwanttogetaplaceinthecurrentmarket competition,improveenterpriseeconomicbenefits,havetoadapttoeachotherWiththe developmentofnetworkedeconomy,enterprisescantransformandupgradeby changingexistingmarketingstrategies. Thispapertakesshenyangxhbookstoreastheresearchobject,onthemarketing mixtheory,STPtheory,4Ctheoryweresummarized,basedonthemacroenvironment ofshenyangxhbookstoreandadetailedanalysisofindustryenvironment,shenyangxh bookstoreinexistingproductsandservicesmarketingstrategyofthesingle,precise marketingabilityinsufficiency,themarketingchannelisnarrow,rigidpricing,etc.The causesofproblemsintheexistingmarketingstrategyofconcreteanalysis,closely linkedtoitsmarketingenvironment,accordingtothemarketingmixtheoryputforward aseriesofmarketingstrategy.Inordertoprovidesthetheorybasisforshenyangxh bookstoremarketingstrategyoptimization,Itprovidesguidanceandreferenceforthe transformationandupgradingoftheindustryintheregion.Byoptimizingthemarketing strategyofxhbookstoreinshenyang,itcanimproveitsmarketcompetitiveness,obtain greatereconomicbenefitsandrealizethesustainabledevelopmentoftheenterprise. Keywords：physicalbookstore;interneteconomy;marketingstrategy;transformation andupgrading;competitiveness 沈阳理工大学硕士学位论文 目录 第1章绪论·············································································1 1.1研究背景······································································1 1.2研究意义······································································2 1.2.1理论意义·····························································2 1.2.2实践意义·····························································2 1.3国内外研究现状····························································3 1.3.1国内研究现状·······················································3 1.3.2国外研究现状·······················································4 1.3.3研究现状评述·······················································5 1.4研究内容和方法····························································5 1.5论文创新处··································································6 第2章相关理论基础·································································7 2.17P营销组合理论····························································7 2.1.1产品策略·····························································7 2.1.2促销策略·····························································8 2.1.3营销渠道·····························································9 2.1.4价格策略·····························································9 2.1.5人员策略····························································10 2.1.6有形展示策略·····················································10 2.1.7过程策略····························································10 2.2STP理论·····································································10 2.34C整合营销理论··························································11 2.3.1消费者需求························································11 2.3.2消费成本····························································11 2.3.3便利性·······························································12 2.3.4沟通··································································12 沈阳理工大学硕士学位论文 沈阳理工大学硕士学位论文 第3章沈阳xh书店面临的市场环境分析·····································13 3.1沈阳xh书店概况··························································13 3.2宏观环境分析·······························································14 3.2.1政策分析···························································14 3.2.2经济环境···························································15 3.2.3技术环境···························································16 3.2.4文化环境···························································17 3.3行业环境分析······························································18 3.3.1供应商分析························································18 3.3.2消费者分析························································18 3.3.3竞争者分析························································20 3.3.4图书替代品分析·······