1. Analysis on the present situation of book retail market in a city;

The total population of an urban area is about 200,000. Municipal and municipal authorities and administrative institutions are concentrated in new urban areas. There are nearly 10 schools of all kinds, with 40,000 students. Urban area is the economic and cultural center of the whole region, 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. In such small and medium-sized cities with backward economy in the central and western regions, 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 retail market.

The bookstore is adjacent to the municipal building, Century Square and Convention Center, and is located at the intersection of Shenzhou Road and Yumen East Road (No.8 Guangsha Jiayuan), the main street of Xincheng. The surrounding areas are densely populated with offices, businesses and commercial residences, with the old city of xx in the east, Yumen Petroleum Life Base in the south and century avenue and Sunshine Community in the west. The resident population will reach 50,000 during the year, which is a high-income class with strong spending power. The area has convenient transportation, perfect infrastructure, neat planning, dense surrounding shops and a large population, and has a very broad business prospect.

Second, the analysis of existing competitors in the current xx book audio-visual retail industry

1. State-owned bookstores still dominate (Xinhua Bookstore in xx City)

Advantages:

1) Word of mouth and brand advantages have deeply influenced readers for decades;

2) The overall strength of funds, personnel and system is not comparable to that of small bookstores;

3) Use policy advantages to monopolize the operation of teaching materials and teaching AIDS.

Disadvantages:

1) High operating cost and no price advantage;

2) There are many management links, and the response speed to market demand is slow;

3) Lack of service consciousness, characteristic and personalized service and cultural atmosphere;

4) The state gradually opens the market for teaching AIDS.

Countermeasures: In the absence of overall strength competition, the strategy of market compensation should be adopted.

1) subdivide the target market and avoid the superior products of superior players;

2) Pay attention to reducing operating costs to benefit readers;

3) Pay close attention to service quality, provide diversified service forms, and improve readers' recognition and loyalty.

2. Private chain bookstores are quietly emerging (San Tan Yin Yue, South Turntable, Blue Sky).

Advantages:

1) has a certain number of local readers;

2) unified procurement, flexible sales methods and certain price advantages;

3) Pay more attention to service.

Disadvantages:

1) decision management is not local, and communication between information and decision is not smooth;

2) The quality of shop operators is generally not high, lacking work enthusiasm and service consciousness;

3) The daily work of the store lacks mature management processes and operation processes.

Countermeasures: Major competitors pose the greatest threat. Take the market follower strategy, and take the market challenger strategy when the time is ripe.

1) There are differences in market regions and business types;

2) Strengthen the characteristic and personalized service;

3) Improve the speed at which new books are put on shelves and readers order books.

3. Local individual bookstores have existed for a long time (10 or more, distributed in the school annex).

Advantages:

1) The operation time is generally long, and it has a certain popularity and customer base;

2) Flexible management mode: retail, small wholesale and book rental;

3) price advantage, and it is possible to sell pirated books.

Disadvantages:

1) workshop-style storefront with poor environment and no cultural atmosphere;

2) Lack of management awareness, muddling along; Countermeasures: Generally, such bookstores will not pose a great threat.

Third, business opportunities.

In a city's book audio-visual industry, although the local Xinhua Bookstore has always occupied a dominant position, the storefront business of xx Xinhua Bookstore has been shrinking for many years since the reform and opening up, and the storefront is getting smaller and smaller, mainly relying on monopoly management of teaching materials to survive. Although these competitors entered the market first, except Xinhua Bookstore, other competitors have not yet formed a wide influence and their market share is quite limited. Of course, with the development of time, their influence on the market will become greater and greater, and their position will be consolidated.

Therefore, in the case of unstable opponents, entering the local book market as soon as possible can also get twice the result with half the effort. Otherwise, once the market structure has been set, most readers will form a preference for the existing bookstores, and forming their own advantages will get twice the result with half the effort. Based on the above analysis, there is still a market environment suitable for the growth and development of small comprehensive professional bookstores in urban areas. However, there are many factors that affect the survival and development of bookstores, and whether bookstores have accurate market positioning is an important factor for their success in the industry. The initial positioning of bookstores before entering the market is particularly critical. The market positioning of bookstores is to design their products and services, so that they occupy a unique and valuable position in readers' minds. What is the core of positioning? Differentiation?

(a), small-? Small but fine? According to the market scale and industry situation of xx city, small shops have low cost and low investment risk, which is more conducive to developing characteristic management and improving service level, making full use of space, reducing costs and attracting readers with price advantage. For Xinhua Bookstore? Big and complete? 、? Small and complete? The characteristics of bookstores should be highlighted from decoration and furnishings to the variety, display and various services of books? How are you? The characteristics of.

1. The compact environmental layout creates a fresh, comfortable and elegant cultural atmosphere for reading, which is beneficial for readers to read rather than just buy books. (image differentiation)

2. Friendly and thoughtful service strives to close the distance with readers, and everything starts from the needs of readers, reflecting the characteristics of cultural industries and showing humanistic care. (service differentiation)

(2) Features: In view of the comprehensive features of Xinhua Bookstore, and the fact that there is no outstanding demand for books in a certain field in xx area at present, bookstores have no advantages in variety and quantity, and the market conditions for being a professional bookstore in a certain category are not mature.

1.？ Features? We should seize several kinds of books with large market demand or neglected by Xinhua Bookstore with certain market demand, dig deep, be professional, and not pursue comprehensiveness and specialization. (product differentiation)

2.？ Features? Also consider the scope of business. For example, stationery, greeting cards, and value-added services such as book packaging and etiquette distribution. (product differentiation)

3. In addition to directly facing the reader's retail operation mode, actively explore customers and strive for large customers purchased by the group.

Fourth, the core competitiveness:

Targeted books and comprehensive humanized services. Especially service, because? Of all the things the bookstore sells, only the service is its own product? . Of course, the positioning of bookstores can not be properly and reasonably determined at one time, nor is it immutable. We must make timely and appropriate adjustments and improvements according to market conditions and changes in competitors.