实体小书店的营销策略选择
摘要
书业是文化创意产业中的重要部分。然而现在互联网的崛起改变了图书制作、流通、发行的诸多方面，使得实体书店的空间看似越来越小。但是不少实体小书店却逆市上升，这离不开他们合适又成功的营销策略。本文通过比较分析网上书店与实体书店，并重点研究优秀的实体书店的案例，探究了实体书店的营销策略。他们营销中的产品策略、附加值策略、共鸣策略还有体验式营销等，是营销策略富有创意的应用，而这样的应用还有他们的成功为书业和文化创意产业的发展提供了新思路。
关键词：文化创意产业 实体书店 营销策略
Applied Creativity
——Marketing Tactics of Brick-and-Mortar Bookstores
Xie Bozhi
ABSTRACT
The book selling market is an important component part of the creative industry. Nowadays, the rise of internet has changed how books are made and sold, bringing brick-and-mortar bookstores to a decline. However, there are bookstores go against this trend and run very well. Their success can’t be made without suitable marketing tactics. This thesis compared online and brick-and-mortar bookstores, concluded marketing tactics by analyzing success cases. Their use of product tactics, valued added strategy, resonance strategy and experience marketing is of great creativity. Furthermore, these tactic and strategies provide brand new angles for the development of brick-and-mortar bookstores and creative industry.
Keywords: creative industry bookstores marketing tactics
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