4V营销:实体书店差异性定位经营的组合策略研究

4V Marketing Mix:Combining Strategies on the Traditional Bookstores' Differentiation in Locating and Managing

文章借助4V营销组合理论,从差异化经营、弹性的功能化服务、品牌附加价值化以及创造效用最大化从而产生书店与顾客的共鸣性等4个方面分析了实体书店进行差异性定位经营的组合策略,并针对实体书店4V营销定位的每一方面提出了具体的创新措施,以供参考。

This paper uses the 4V marketing mix theory to analyze the traditional bookstores' differentiation in locating and managing from the aspects of different managing methods, flexible and functional services, added brand value and maximizing the functions in order to trigger the resonance between the bookstores and customers. It also proposes some specific innovating ways about every V in 4V marketing mix for reference.