Pantone Bookstore, located in the center of Lianyungang, is one of the most influential bookstores in Lianyungang. Facing the strong competitors such as Xinhua Bookstore and Popular Bookstore, the core of the planning scheme put forward by Lianchuang team members for Pan Tong Bookstore is to build a book bar that integrates the functions of library, bookstore and teahouse, with students and white-collar workers as the main service targets. Regarding books, set up a bestseller list in a prominent position in the store to provide readers with timely and useful information; Provide customers with a large number of books (including the latest), teaching AIDS, magazines and so on. For reading. At the same time, Book City sets the subscription, sales and borrowing prices of books through the price difference between members and non-members. In addition, it is essential to create services with characteristics and good cultural atmosphere: open up leisure space and provide services such as paid drinks, fruits and snacks (there are also very professional tea tasting instruments to choose from). In addition, art exhibitions, current affairs exhibitions, and on-site consultation and briefing sessions for postgraduate entrance examinations will be held regularly. This not only caters to the needs of a large part of consumers, but also expands the fixed customer base while gaining certain profits, laying the foundation for further improving its market share. The first part is environmental analysis. The current macro environment (1) The population environment of the book market in port cities is the main environment that constitutes the market. The market is composed of people who have the desire and ability to buy, and the population directly affects the potential capacity of the market. For the book market in Hong Kong, people with purchasing power still have a rough price comparison. What is important is how to further attract the purchasing power of Pantone Bookstore in the face of powerful competitors such as Xinhua Bookstore and Popular Bookstore. 1. Total population At present, the total population of the book sales market in Xinpu District of Lianyungang City is about 369,200, with more than 20 schools of various types and more than 40,000 students. For a city that needs to develop slowly, this population is still optimistic, not to mention that with the development of Lianyungang, more and more migrants will come here to study, work and live. 2. General age structure According to the data of a recently published national reading survey, people have a high degree of awareness of the importance of reading, and 69. 1% of the respondents think that reading in today's society is "very important" or "relatively important". 18~29 years old young people's cognition of the importance of reading is obviously higher than other age groups. Analysis of the reasons for not reading shows that "no time" ranks first, accounting for 49.4%, and "no reading habits" ranks second, accounting for 42.8%. People of different ages have different needs, and their preferences for books and effective reading time are also different. Therefore, it is necessary to tap effective people of different ages. (1) Infants with great potential. Although infants can't read, now all parents in China attach great importance to their children and regard them as the apple of their eye. Books on how to take good care of infants are undoubtedly very popular. At the same time, every parent has great expectations for their children, and they don't want their children to lose at the starting line than their peers. Therefore, parents expect their children to receive education and study as soon as possible. ② General youth population. At present, the education mode in China is still exam-oriented education, and all young students are under pressure to enter higher schools, so supplementary books are essential. However, complex counseling materials need to be purchased selectively. The leisure area provided by Pan Tong Bookstore allows students to calm down and browse slowly and carefully select the books they really need. Some reference books are unnecessary, but some of them are really good. Students can take it in the leisure area and members can borrow it. Young students are eager for novels and fashion magazines. Discount purchase of books by members further stimulates students' desire to buy. In addition, it is also a good choice for college students among teenagers to browse books. There are two main reasons why they come to the book bar: one is the cultural demand, and the other is the environment of the book bar. With the continuous expansion of enrollment in colleges and universities, the hardware facilities of colleges and universities can't keep up with the speed of expansion, and the shortage of resources in colleges and universities is becoming increasingly obvious. Especially more than a month before the final exam, the study room is extremely tense-students often sit the night before, waiting for the teaching building and library to open. ③ Huge middle-aged market. Leaving school to enter the workplace, I hope to stay away from unemployment and hope that the company I run will develop and grow more smoothly ... It is essential for middle-aged people to keep reading and charging. In addition, with the improvement of people's living standards, people's demand for culture will gradually increase. White-collar workers, in particular, have high incomes, but they also face greater competition and pressure. They urgently need a comfortable leisure environment to relieve their work pressure. White-collar workers can also relax by going to the book bar and listening to music after lunch, which provides a foundation for better work in the afternoon. ⑤ The arrival of aging. Nowadays, China is entering the age of aging population, and Lianyungang is no exception. The elderly account for a large proportion of the city's population. There are limited places and activities for the elderly to entertain themselves, and playing mahjong is not conducive to the health of the elderly. In a comfortable book bar, drinking a few mouthfuls of tea while listening to music is a kind of enjoyment and a timely leisure for the elderly. (B) The current economic environment, a certain level of purchasing power is a decisive factor in forming the market and affecting its scale, and it is also an economic environment factor that directly affects the marketing activities of enterprises. 1. The economic environment around Caitong Bookstore Lianyungang Caitong Bookstore is located in a densely populated and prosperous commercial street in Xinpu District, Lianyungang City. It is adjacent to Su Guo and Times Supermarket, the largest supermarket in Lianyungang, in the west, Wenfeng and Wuxing Shopping Center in the north, and the surrounding schools, hospitals, institutions and shopping malls are dotted, with rich contacts and profound cultural heritage. Xinpu District is the economic and cultural center of the whole Lianyungang area, with relatively developed economy and high per capita income, forming a certain purchasing power of cultural goods. With the development of social economy, great changes have taken place in social values. Lianyungang and other economically backward small and medium-sized cities in northern Jiangsu are taking off rapidly. Prosperous urban development will inevitably bring thriving cultural consumption, and the consumption and demand for high-quality books by urban residents who pursue fashion and taste will certainly increase. People are more eager to obtain advanced information, learn excellent culture and absorb more knowledge; In order to change their backward appearance, there is a rich demand for cultural goods. Due to the lagging development of local culture, the cultural consumption market is underdeveloped and single. Although there are various bookstores, they can not fully meet the growing needs of readers, and there is still room for small characteristic bookstores in the book sales market. 2. The overall economic situation of China ① The economic situation from 2000 to 2006. After entering the new millennium, China's national economy is at the level of rapid development. During the six years from 2000 to 2006, China's GDP growth rate (see appendix 1- table 1), China's personal income (see appendix 1- table 2) and the savings deposits of urban and rural residents (see appendix 1- table 3) are all increasing year by year. The improvement of economic level means that the income level of consumers is also improving, thus further promoting consumption. The book bar mode of Pan Tong Bookstore allows customers to enjoy paying for drinks while reading in the leisure area. The operation mode of drinks, fruits, snacks and other services (professional tea tasting equipment can be purchased) is feasible, and most customers will not be unwilling to spend money to enjoy leisure as in the past. While listening to music, you can read your favorite books. When you are thirsty, you can drink drinks and tea. When you are tired, you can taste snacks and eat fruits. This is a very pleasant thing. Modern people who know how to entertain themselves welcome this kind of book. It broke the routine that bookstores only sell books, avoided boring book selection, won the favor of customers, and brought extra income to Pan Tong Bookstore, which was a good thing for customers to reach a win-win situation with Lianyungang Pan Tong Bookstore. ② Economic situation after 2006. Although the global financial crisis in 2008 triggered by the American subprime mortgage crisis has not passed, people's demand for books has not been greatly affected. However, in order to keep the current job in the financial crisis, not only white-collar workers, but every employee will work harder to save energy. Textual research, further study, etc. All need the help of books to proceed smoothly. Therefore, we can also regard the financial crisis as an opportunity to further expand the book market, and we should firmly grasp it. Pan Tong Bookstore adopts 20% discount for all books, and members have more preferential forms to stabilize old customers in the financial adversity and further attract more new customers. (3) Political and Legal Environment In every bookstore, students' supplementary materials account for a considerable proportion, and Pan Tong Bookstore is no exception. However, the gradual opening of the national supplementary education market has affected the sales of supplementary education books in bookstores to some extent. If different schools choose different teaching materials independently, the corresponding teaching AIDS will only be more complicated, and the sales volume of each teaching aid will inevitably decline to a certain extent. The book bar provides all kinds of teaching AIDS. For those with low sales volume, it can be borrowed by members, which not only avoids the phenomenon that customers can't find the books they need, but also increases their income a little. Social and cultural environment 1. There are great differences in education levels among countries in the world. The literacy rate in Ethiopia is only 10%, while the literacy rate in the United States is as high as 99%, and the education level of consumers in China is also uneven. Lianyungang, located between the north and south of China, is one of the first 14 coastal cities in China, with profound historical and cultural heritage. At present, there are many colleges and universities in Lianyungang, so we are optimistic about the cultural environment of a city. 2. Aesthetic concept At present, people's aesthetic concept is gradually rising, and they pay more and more attention to the aesthetic feeling of things. So the internal structure of the book bar is very important. The layout of the Federal Coffee Bookstore on the 5th floor of Guangzhou Times Square is worth learning (see Appendix II-Figure 1, Figure 2 and Figure 3 for reference pictures). According to different festivals, the layout of the book bar should also be changed accordingly to avoid the aesthetic fatigue of customers and the chronic loss of customers caused by the same appearance all the year round. It is also a way to avoid aesthetic fatigue to set up a bestseller list in the obvious position of the book bar and change it once a month, and it also provides guidance for customers to buy books. 3. The influence of national traditions In a year, there are many holidays in China, which is very beneficial to the operation of book bars. On holidays, even if there is no discount in general bookstores, there will still be a sea of people in bookstores due to consumption habits, not to mention Caitong Bookstore, which is located in a densely populated and prosperous commercial street. In such an environment, there is no need to open a book that provides additional services. In addition, Pan Tong Bookstore is located in the center of Lianyungang. Everyone likes to go shopping during holidays. Customers are tired, so they can come to the rest area here to have a rest and relieve their fatigue. During the break, drinks are an essential thirst-quenching product. Reading at will may arouse customers' desire to sell books, and make small money by using small details, but seldom make much. But it must give people a comfortable and relaxed feeling in peacetime, so that customers can think of its existence when shopping on holidays. (5) Natural environment: Pan Tong Bookstore is located in the business district, and there is no vicious natural environmental pollution. The most common thing is the garbage littered by pedestrians on the sidewalk outside the store. Although it has nothing to do with Pan Tong Bookstore on the surface, it will also affect customers' views on it. It is necessary to arrange full-time staff to clean a certain range of sanitation outside the store, just like the cleaning standards in the store, giving people a refreshing feeling and enhancing the intimacy and comfort of customers. Second, the current micro-environment (1) The internal environment of the bookstore is easy to be imitated by other bookstores after operation, so the internal culture of the enterprise must have its own characteristics and is not easy to be imitated. The cooperation between departments, the leadership of the management department is very important at this time, and it needs to be slowly explored and improved after operation. For example, Zhenda Supermarket and Times Supermarket, we can find that their layouts are completely different. Entering Times Supermarket, consumers' consumption route has been set imperceptibly, while entering Zhenda Supermarket, consumers will feel at a loss, don't know where to start, and what's more, they can't find the cashier. This is a cultural difference. Competitors can only learn "form" but not connotation. (2) As for suppliers, all the books in Pan Tong Bookstore are sold at a 20% discount, which shows that its supply channels are better and it is a weak trend. But we can't be satisfied with this. We need to classify suppliers to ensure focus and uniformity. We should also broaden the supply channels and diversify our suppliers to reduce the risk of insufficient supply. (3) Customers, customers are God, and the customer-centered business philosophy must be well implemented. Conduct a questionnaire survey on customers regularly to understand what customers are thinking and master their reading trends. (4) Lianyungang State-owned Bookstore (Zhu Min Road Xinhua Bookstore) is still dominated by horizontal competition, and there are also a few private chain bookstores (Pilot Examination Bookstore, Popular Bookstore, etc.). ), and the competition is becoming more and more fierce. The book bar model has begun to take shape in Pan Tong Bookstore, and further improvement is bound to stand out in the bookstore. (5) The public can't be ignored at any time, and the power of the public can't be ignored. 1. Financial public with financial support. Good relations with banks, investors and insurance companies will definitely do more good than harm to the operation of book bars and the development of large-scale activities. 2. A strong media public. We often have friendly exchanges with newspapers and TV stations, organize public welfare programs or large-scale activities, and establish good friendship, which is very convenient for advertising and publicity. 3. Meaningful social groups and the public. It is also a profit for the book bar itself to enhance communication with meaningful groups such as environmental protection organizations and consumer associations and welcome them to give lectures. Not to mention the rent, it will attract more people to pay attention to Pan Tong Bookstore and look at it from a long-term perspective. 4. own internal public. Needless to say, its importance is clear to all, and it is impossible for enterprises with internal contradictions to operate well for a long time. Part ii strategy and action plan 1. Treat members and non-members differently. Under this economic condition, book bars will take the form of coexistence of members and non-members. 1. Members need to pay 50 yuan's book maintenance fee in their membership cards every year, but they don't need to pay it again every time they go to the book bar to read books, and they can also enjoy the right to borrow books and receive books as gifts. 2. Non-member forms: Every time a non-member comes to the book, it is calculated as per hour 1 yuan. You can get a non-membership card to enter the book at the front desk. When leaving the bookstore, the customer gives the non-membership card to the staff at the service desk, and the staff reads the time of the customer's stay in the book bar with a computer, so that the bill can be settled. Second, science and technology are the primary productive forces. "Technology is the primary productive force." This concept should also run through the book. 1. The problem of storing bags At present, all the bags of customers in Pan Tong Bookstore are stored by staff. This effect is not good, labor-consuming, and customer access is not convenient and fast. However, the popular bookstore does not specifically store schoolbags. Although it is relatively free, it is very inconvenient for customers who want to browse books. They want to read the book well, but they still have something in their hands. It may be dirty and unsafe on the ground, and it will be stolen if you are not careful. The book bar will use the special lockers currently used in large shopping supermarkets, which is convenient and safe. 2. The payment method of leisure area consumption will be in the form of credit card. For members, after ordering the food they need, they just need to give the membership card to the waiter at the bar to brush it, and all the information about consumption will be included in the membership card. Members can pay with the deposit in the membership card, or they can pay in cash when they leave the book. For non-members, you can check out directly, or you can use a temporary card to check out together when you leave the book mall. 3. The setting of the induction door is the same as the library at the exit of the book bar. If some unconscious customers try to steal books for publication, the sensor door will automatically give an alarm, thus enhancing the security of Pan Tong Bookstore and reducing losses. Third, look at the broken books. Because the book bar is adopted, customers can read books at will in Pan Tong Bookstore, so the damage of books must be quite serious. Only by making appropriate donations to damaged books can we better reduce losses. For Kim Bao Shu, special issues, etc. At present, Pantone Bookstore is unopened, so you can read it only after you buy it. This method can continue to be used. In addition, the damaged books are divided into three grades: slight, average and serious. 1. Slightly damaged books For this kind of books, continue to put them on the shelf for customers to read. Because of the slight damage, continuing reading will not affect the reading mood of customers. 2. Generally, the damaged books are rewarded to members who consume or read to a certain extent in the form of gifts, so as to attract old customers emotionally and attract more people to become members of the book bar in this way. But the reward standard must be clear, written in the brochure and given to customers free of charge. 3. Books with serious damage For such books, you can put them in the discount area regularly and then sort them slightly. Some books 10 yuan, some books 10 yuan, and so on, to reduce losses, customers can also buy the books they want. The third part is action plan control. For ordinary waiters in book bars, a high school education or above is enough. Too high academic qualifications will only waste talents and increase their own costs. However, there will be a phenomenon that the quality of employees is not too high and the problems with customers cannot be properly handled. Matsushita once educated its employees: "Keeping the WeChat official account of every customer well may increase the WeChat official account of many customers. If you lose your old customers, you will lose many development opportunities. "For every 65,438+0 dissatisfied customers who complain to the company orally or in writing, there are about 26 silent and dissatisfied customers. And each of these 26 customers will have a negative impact on the other 10 relatives and friends. About 33% of the relatives and friends of this 10 will pass it on to another 20 people, that is to say, 1 customer's dissatisfaction will generate1* (26+10)+(10 * 33% * 20. Book bar needs to establish a clear employee code, standardize employee behavior, minimize the friction with customers, and reduce customers' dissatisfaction with Pan Tong Book City. Establishing mutual cooperation with newspapers and TV stations is conducive to reducing advertising costs. Put a self-designed booklet in the book bar for customers to read, and change the content regularly. During the upgrade of Pan Tong Bookstore, students were hired to conduct publicity and questionnaire surveys in downtown areas, schools and other public places (see Appendix 4 Questionnaire-Table 4) to let everyone know about this, just like RT Mart's offensive in Lianyungang at the beginning. The fourth part is the calculation of marketing cost. Lianyungang Caitong Bookstore is an entity enterprise, which already has the embryonic form of a bookstore. It only needs to be improved and perfected on its basis, and the cost does not need to be too high. The decoration of the book bar is simple and lively, which can be decorated with famous paintings, calligraphy and other cultural ornaments, reflecting a quiet and casual style. Store decoration is about 20 thousand. There is also an automatic bag storage cabinet and an induction door, and the advertising fee is 6.5438+0.5 million yuan. In addition, the cost of buying tea sets, food, drinks, etc., plus the cost of making non-membership cards, will probably cost about 5,000 yuan. The total investment is about 6.5438+0.8 million yuan, and the business can be upgraded. The fifth part, the model of effect prediction book bar has not appeared in Lianyungang, and Caitou Book City has been upgraded on the original basis, turning a new page in the operation of Lianyungang Bookstore. During the upgrade, build momentum first. When we reopen, people will pay more attention to it, which will make a good start for the future operation of the book bar. Books are different from the sales of food and daily necessities, and shopkeepers are incompetent without a certain level of cultural knowledge. At present, there are many bookstores near major universities in China, but few of them are really well run. Many bookstores have no awareness of brand and characteristic management, and all kinds of books are available, but all kinds of books are not perfect, so they have no characteristics compared with other bookstores. The first person to eat crabs is a warrior, and what Pan Tong Book City should do is a warrior in the book market. The fresh mode and fresh feeling will continue to be welcomed by old customers, attract more new customers and further expand the current market share of Pan Tong Bookstore. Lianchuang team selected Lianyungang Caitong Bookstore in Xinpu District of Lianyungang City as the research object, and launched research, demonstration and marketing planning activities in view of the specific marketing problems existing in the enterprise and affecting its development. Facing the powerful competitors such as Xinhua Bookstore and Popular Bookstore, on the basis of in-depth market research and market environment analysis, the marketing planning scheme was completed in view of practical problems, which truly realized the operation mode of the bookstore, brought a "revolution" to the bookstore and improved the feasibility of Pantone Bookstore to further seize the market share of Lianyungang. Leisure book bar combines the advantages of library, bookstore and teahouse. It can browse fashion magazines or popular novels while drinking tea and chatting, and it can also make people forget the fatigue of work and the pressure of study and relax themselves in soothing music. It is also a good place for communication and gathering. The differential treatment between membership system and non-members will only further enhance customers' interest in book bars. At present, there is no similar book bar in Lianyungang. Pan Tong Book City will upgrade the book bar on the original basis, and the business situation will be very good.