上海书城在销售模式上的选择策略(任务书,开题报告,论文17000字)
摘要
目前，我国图书行业正处于发展转型的重要时期。一方面，在各种新思潮的影响下我国文化体制也面临着很大的挑战时期，我国文化产业也迎来了快速发展的新时期，不同地区的“上海书城”也在这一背景下在不断进行着适应性的转型，真在不断顺应消费者的需求将学习、休闲、餐饮等各种模式融入到书城的建设之中，逐渐形成了以图书业为核心，多种业态配合发展的综合书城，这一建设理念同时也实现了经济与社会效益的双丰收。另一方面，在当期互联网阅读的强有力的冲击下，实体书城的生存空间正在遭受着新思潮的不断挤压，这使得实体书城的生存空间在进一步的减小，甚至有很多书城已经因此无法继续经验，不断倒闭。
产生与2006年的上海书城主要位于我国的沿海经济发达地区，其发展初期就将“体验式书城”的经营理念引入到图书行业，成为了最早一个吃螃蟹着，在经营上其应用了许多创新性的理念，最主要的是切合消费者喜好将体验式的文化最为其最大的竞争力来打造，并且这一理念从其开业之初有受到了消费者的认可。但是问题也是不可回避的，上海书城在新领域的探索的道路由于没有成功经验可寻，使得其在经历了一段时间的热度之后同样出现了消费者回落，收入欠佳的问题之中，这使得这一新兴的读书文化也出现了经营上的问题。本文就目前上海书城所存在的问题进行包括内部经营问题以及外部市场环境在内的全方位分析，并评价了起营销模式，同时借助问卷调查所得数据的分析，尝试对上海书城体验式的经营理念加以完善，不断寻找新的竞争力，将上海书城打造为在业内具有差别化竞争优势的体验式书城，在最让其在各种新的读书思潮的夹击下，走出一条具有时代特色，能够迎合消费者消费理念的全新文化，让上海书城成为一个具有影响力的品牌，更为广大处于生死线上的实体书店提供转型升级的新路径。
关键词：上海书城；销售模式；策略；研究分析
Abstract
At present, China's book industry is in a critical period of development. On the one hand, with the reform of China's cultural system Further promote and the rapid development of cultural industries, the "Shanghai Bookmall" all over the transformation and upgrading, and vigorously build Book industry as the core, set learning, leisure, entertainment, catering and other functions in one of the large book city, realized New improvements in economic and social benefits. On the other hand, the current new media and new technologies are changing rapidly, including Bookstore, including the physical bookstore by online bookstores, e-books double attack, the market competition is becoming increasingly fierce Some bookstores are very difficult to operate and even go out of business Industry.
Shanghai Bookmall is located in the forefront of China's reform and opening up, since opening in 2006 earlier this article explores the "experiential bookstore" mode, take a variety of innovative initiatives to create a strong cultural experience marketing model, and achieved good results. But it is undeniable that the Shanghai Bookmall exploration is still in its infancy, and experience the opening after the brilliant stabilized, operating pressure gradually prominent. Based on the comprehensive analysis of the Shanghai Bookmall, based on the external environment, the marketing model and summarizes the diagnosis, combined with the questionnaire survey results, attempt to put forward a comprehensive introduction of the innovation of marketing experience The marketing strategy, to fully tap the experience of various factors, the formation of differentiated competitive advantage, the Shanghai Bookmall can resist the impact of online bookstore, e-books, and the sustained and healthy development of a good brand, further polish Shanghai Bookmall, and provide a new idea for also restructuring and development for the real bookstore.
Key words: Shanghai Bookmall; sales model; strategy; research and analysis
目录
摘要 I
Abstract II
1 绪论 1
1.1 研究背景与目的 1
1.2 论文内容和研究方法 2
2 相关文献综述 3
2.1 图书销售模式概述 3
2.2国外研究综述 4
2.3国内研究综述 5
3上海书城现状环境分析 6
3.1上海书城简介 6
3.2外部环境分析 7
3.3内部环境分析 8
4 上海书城销售模式的问题及分析 9
4.1经营观念传统 9
4.2缺乏专业的技术人力资源和技术资源 9
4.3诚信问题制约发展 9
4.4平台利用率低、效果差 10
5 上海书城销售模式的对策与建议 11
5.1 思维改革 11
5.2建立稳定的顾客群 11
5.3建立电子商务信用保证体系 11
5.4 构建电子商务技术安全体系 12
5.5 创新服务模式 12
5.6加强培养和吸引电子商务人才 13
6上海书城销售策略的研究 14
6.1图书产品选择销售策略 14
6.2价格选择销售策略 15
6.3氛围选择销售策略 15
6.4服务选择销售策略 17
7 结束语 19
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