目录摘要:2关键字:2一、引言 3二、消费者行为与新华书店消费者行为特征 41.消费者行为 42.新华书店消费者行为特征 51)购买的频率相对较低 52)购买的途径广泛 53)消费者层次具有多样性 5三、新华书店消费者影响因素 61.部因素 62.外部因素 6四、新华书店的营销策略 71.加强部软件建设 72.丰富图书种类 73.网络延伸 74.促销与活动 85.进展规模效益 8五、结语 8关于市新华书店的消费者行为探讨工商大学国际商学院 2024 级工商管理一班邓猋指导老师:唐仕军摘要:随着经济的进展,图书市场的竞争日益激烈,包括新华书店在的传统书店的进展受到了各方面的冲击和压力。在现实生活中,每一位图书消费者的购买行为都存在着多多少少的不同。有的是按自己的喜好去购买自己所需的书籍;有的则是自己的需求不同而购买的书籍不同, 等等。本文通过对市新华书店的消费者心理讨论,从而有针对性地提出一些新华书店近期的进展营销策略。关键字:书店 消费者行为 营销策略Abstract:with the development of economy, the competition of the book market is more and more intense, including the development of traditional bookstores like Xinhua Bookstore, has been subjected to various aspects of the impact and pressure. In real life, every book buying behavior of consumers have a lot of different. Some of them are according to their own preferences to buy their own books; others are different from their own needs and buy books, and so on. This article through to the Xinhua Bookstore in Chongqing consumer’s psychology research, so as to put forward some of the recent development of the Xinhua Bookstore, the development of marketing strategy.Key word: Bookstore, consumer behavior, marketing strategy一、 引言近几年来,随着电子商务的普与和互联网的广泛使用,网上购物已经成为了消费者一种普遍的购买方式。而其中比较典型的便是网上书店的兴起和迅速进展,目前全国图书零售市场总体销售额超过 500 亿元,其中实体书店渠道零售规模大致为 340 亿元,而网店渠道零售的销售额规模就达到了 200 亿元。加上网络上很多上提供了电子书的下载,使不少消费者放弃了到...