Research on 4V Marketing Strategy of Physical Bookstore Based on Consumer Behavior

DOI

10.2991/assehr.k.201012.007How to use a DOI?

Keywords

consumer behavior, physical bookstore, 4V strategy

Abstract

The physical bookstore is an important terminal for the realization of economic value and cultural value. However, with the development of online bookstores and e-books, the share of physical bookstores in the book market was squeezed. The relationship between consumer behavior and physical bookstore management has not been verified. Therefore, based on consumer behavior theory, the purpose of this paper is to study the relationship between consumers and physical bookstores, and to improve from the 4V strategy. The study was to collect data related to consumers and physical bookstores and to study their interrelationships using VAR models and related tests. My research results show that the income of the physical bookstore is affected by the digital reading rate, the number of social public libraries and national publications. Therefore, the physical bookstore needs to accurately grasp the consumer demand and create the advantages that digital reading does not have, so it needs the 4V strategy and the accuracy of the physical bookstore. Combine. The study links consumer-related behaviors to physical bookstore revenues through VARs. Research results may be beneficial to relevant managers, especially in understanding where consumers’ behaviors have the greatest impact on physical bookstore revenues and development, enabling companies to have macro The direction provides some help for the development of the physical bookstore strategy.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qiqi An
PY  - 2020
DA  - 2020/10/12
TI  - Research on 4V Marketing Strategy of Physical Bookstore Based on Consumer Behavior
BT  - Proceedings of the 1st Africa-Asia Dialogue Network (AADN) International Conference (AADNIC 2019)
PB  - Atlantis Press
SP  - 45
EP  - 50
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201012.007
DO  - 10.2991/assehr.k.201012.007
ID  - An2020
ER  -