MBA教育中心知识库

摘 要

随着当今世界格局不断演变，经济全球化、文化多样化的发展趋势进一步显现，国际力量的比拼已不再局限于军事、科技的实力之争，各国之间的文化竞争愈演愈烈，如何增强文化软实力成为了新的时代课题。而新华书店作为国家政策理论宣传的主要阵地，作为一座城市的文化标志，在我国文化建设进程中亦将承载着更大的社会责任。纵观新华书店的发展历程，很长一段时间以来，新华书店是以事业单位性质存在的，长期垄断着图书总发行权，但在历经出版物市场改革和转企改制后，新华书店原有的市场空间受到来自外资企业以及民营书商等从业者的挤压，传统的计划经济体制已不能适应时代发展的需要，尤其是近年来，在互联网经济和数字化阅读的双重夹击之下，新华书店实体经营已举步维艰，改革刻不容缓。

本文以甘肃新华书店飞天传媒股份有限公司（以下简称甘肃新华书店）为研究对象，运用“PEST”模型、“STP”战略和“4Ps”组合等市场营销相关理论，首先介绍了甘肃新华书店的总体情况，探讨了企业营销存在的诸如品牌形象老化、创收渠道和支撑业务单一、人才队伍建设滞后等问题，其次对企业所处营销环境进行了剖析，然后通过图书市场细分，选择和确定企业的目标群体，最后从产品、价格、渠道、促销四个角度提出了改进营销策略的有效途径，以期提升甘肃新华书店的品牌影响力和市场竞争力，实现企业社会效益与经济效益共赢，为企业未来可持续发展提供一定的参考价值。

Abstract

With the continuous evolution of today’s world pattern, the development trend of economic globalization and cultural diversification has further emerged. The competition of international forces is no longer limited to the battle of military and technological strength. The cultural competition between countries is intensifying. How to strengthen the culture soft power has become a topic of the new era. Xinhua Bookstore, as the main position for propaganda of national policy and theory, as a cultural symbol of a city, will also carry greater social responsibility in the process of cultural construction in my country. Throughout the development history of Xinhua Bookstore, Xinhua Bookstore has existed as an institution for a long time, and has monopolized the total distribution rights of books for a long time. However, after the publication market reform and enterprise restructuring, Xinhua Bookstore’s original The market space is squeezed by practitioners such as foreign-funded enterprises and private booksellers, the traditional planned economic system has been unable to meet the development needs of the times. Especially in recent years, under the double attack of the Internet economy and digital reading, the physical operation of Xinhua Bookstore has been struggling, and reform is urgent.

In this article, Gansu Xinhua Bookstore Feitian Media Co., Ltd. (hereafter, Gansu Xinhua Bookstore) will be the object of this research, using the "PEST" model, "STP" strategy and "4Ps" combination and other marketing related theories. First, it introduces the overall situation of Gansu Xinhua Bookstore. It discussed the problems of corporate marketing such as aging brand image, single revenue-generating channels and supportive business, and lagging of talent team building. Secondly, it analyzed the marketing environment of the company, then through the book market segmentation, the target group of the enterprise is selected and determined. Finally, the effective ways to improve the marketing strategy are put forward from the four aspects of product, price, channel and promotion, in order to enhance the brand influence and market competitiveness of Gansu Xinhua Bookstore, and achieve a win-win situation for the company’s social and economic benefits. Future sustainable development provides certain reference value.