Research on the Marketing Model of Brick-and-Mortar Bookstores

Abstract

These years, with the development of the internet, online bookshops have reached a growing audience. As online bookstores have gradually expanded their dominance, the size of the physical bookstore retail market has continued to shrink, making it increasingly difficult for physical bookstores to make a profit and leading to a wave of "closures". This paper focuses on the community-based marketing communication of physical bookstores as a mechanism and conducts research from the perspective of service marketing to inspire physical bookstores to better exploit the advantages of the service experience of physical channels and provide ideas for physical bookstores to tailor their service marketing models to create more economic value and thus achieve sustainable development. The study found that for physical bookstores to survive and thrive in a fiercely competitive market, they must build experiential platforms, realize scene operations, develop cultural activities, create a bookish atmosphere, establish emotional links, and realize commercial value. At the same time, brick-and-mortar bookstores should also adopt innovative marketing tools to expand their outreach and explore a unique path of quality development.