二元销售对大型书城营销的借鉴意义

The Reference Value of Dual Sales for Large-Scale Bookmall's Marketing

大型书城作为图书分销渠道的一个新业态,其建设和运营需要市场营销理论以及其他理论的指引。本文结合市场营销学理论和深圳书城中心城的实践提出"二元销售"的观点,阐明从营销图书发展到营销书城,从营销产品提升到营销产品的载体,是对图书营销管理的一种重要创新,并指出这一观点对于大型书城的营销具有一定的借鉴意义。

This article combines the marketing theory and practice of the Shenzhen Central Bookstore, and presents the concept of ＂Dual Sales＂ to illustrate the fact that the shift from the marketing of books to the marketing ofbookmall, from marketing products to marketing product carriers, is actually a significant innovation in book marketing management. This concept is of certain reference value to the marketing of large-scale bookmall.