线上盘球

您现在的位置:线上盘球 > 营销中心 > 营销智慧 >

书店如何携手周边商圈?

2016-06-24 14:30 作者:news 浏览

摘要: 近年来,如何吸引人流进店,渐成实体书店的头等大事。这一背景下,商业中心人流的优势被放大,不仅民营连锁书店商业中心网点布局提速,新华书店进商圈的步伐也逐渐加快,凤凰传媒、新华传媒、江西新华发行集团、北方图书城、内蒙古图书大厦、山东京广传媒股份有限公司、西西弗、字里行间等一大批新华、民营书店,均在商业中心开张了新门店。

近年来,如何吸引人流进店,渐成实体书店的头等大事。这一背景下,商业中心人流的优势被放大,不仅民营连锁书店商业中心网点布局提速,新华书店进商圈的步伐也逐渐加快,(链接:2015年11月13日第2186期2版《新华书店布局商圈新生态卖场模式渐显》)凤凰传媒、新华传媒、江西新华发行集团、北方图书城、内蒙古图书大厦、山东京广传媒股份有限公司、西西弗、字里行间等一大批新华、民营书店,均在商业中心开张了新门店。

DAODISHIJUYOUQIANZHANXINGDEZHANLVEBUJUHAISHI“YIRIYOU”?SHITISHUDIANBUJUSHANGQUANDEZUIZHONGYAODEJUEDINGXINGYINSUYOULIANGDIAN:JINGJIXIAOYIHEPINPAIXIAOYING。ZHENGRUBEIFANGTUSHUCHENGYULONGDIANJINGLISHIHONGRENWEI,GAIDIANSUOZAIDESHENYANGZHONGJIESHANGYEQURIJUNKELIUDADAO30WANRENCI,SHISHENYANGKELIUZUIJIZHONGDESHANGYECHANGSUO,ZHIYAONENGBAZHEIXIEKELIULADAOSHANGCHANGNEI、SHUDIANLI,JIUHUIKUODAXUANCHUANXIAOGUO,SHIXIANXIAOSHOUTISHENG。CIWAI,SHUDIANYUSHANGQUANNEIQITASHANGJIAZHIJIANDE“OUHEXIAOYING”(JILIANGGEHUOYISHANGDEGETITONGGUOXIANGHUZUOYONGERBICIYINGXIANGCONGERLIANHEQILAICHANSHENGZENGLIDEXIANXIANG)、YINDICHUSHANGQUANERZAIXIAOFEIZHEXINZHONGYINGZAODESHISHANGGANDENG,DOUSHIQIYOUSHISUOZAI。

NEIME,SHUDIANRUHEYUSUOZAISHANGQUANLIANDONG,CONGERJIANGZHEIXIEYOUSHIZHUANHUAWEIXIAOYIHEPINPAILINI?

招数1

利用丰富商家资源 开展模拟职业体验

KAIBANZAISHANGQUANLIDESHUDIAN,YUQITASHUDIANZUIDADEBUTONGSHIQISUOCHUDESHANGYEHUANJINGGENGWEIFUZA。TONGCHANGQINGKUANGXIA,SHANGQUANNEIDESHUDIAN,SUOPILINDEQITASHANGJIADESHULIANG,SHIDICHUFEISHANGQUANDESHUDIANDESHUBEI。YIDINGCHENGDUSHANG,ZHOUWEISHANGJIADESHULIANGYUEDUO,SHUDIANZAIJINGYINGSHANGSUOSHOUYINGXIANGYEJIUYUEDA。RUGUOCHULIDEDANG,JIUNENGBIANJINGZHENGWEIHEZUO,DADAO“YIJIANSHUANGDIAO”DEXIAOGUO。

地处苏州湖西商圈、开在苏州凤凰广场内的凤凰苏州书城,坐拥湖西、凤凰广场两大商圈的商业资源,与服饰、户外装备、餐饮、便利店、鲜花、通讯等业态毗邻而“居”。1月25日~2月19日,该书城联合广场内商家举办了“寒假职业体验营”活动。据苏州凤凰广场企划经理蒋卓吟介绍:“想让职业体验变得有意思,一定要在真实场景中,因而我们积极寻求与广场内商家的合作,如与三夫户外合作搭建帐篷,与餐厅合作制作披萨、华夫饼和饺子,与超市合作举办小小理货员活动,与影城合作开展参观影院、检票活动等。”作为一项收费活动,“寒假职业体验营”活动链接一经发出,半个小时内名额全部报满,共有311组家庭参与,不可谓不成功。因此,书城将于3月5日开启“周末职业体验营”活动,并持续开展。
       
        京广书城威海店在寒假期间也开展了类似的体验活动。1月17日,地处永旺佳世客的京广书城威海店和佳世客麦当劳餐厅合作,开展了“两爸亲子行携手威海家委会系列活动之走进麦当劳专场”活动,给学生提供制作麦当劳汉堡包的体验机会。此前,2014年5月,该店还曾参与到威海好天地商城“儿童打工奇遇记”活动中,旨在让孩子更好地体验挣钱的不易,吸引了许多小读者,活动现场还特别设计了童书联展,也带动了图书销售。

招数2

将知识“变现”手工DIY热潮涌动

RUJINSHICHANGSHANGYOUBUSHAOSHENGHUOLEIDETUSHU,BIRUJIAOZUOCAIDE、JIAOCHAHUADE、JIAOSHOUGONGDEDENG。ZHEIYANGDETUSHUCHULEBENSHENJUYOUDEZHISHIWAI,HAIYUNZANGZHEFENGFUDEJIAZHIYOUDAIKAIFA。SHUDIANTONGGUOYUZHOUWEISHANGJIADEHEZUO,KAIZHANSHOUGONGDIYLEIHUODONG,NENGYOUXIAOZENGJIARENQI,CUJINHEZUOSHANGJIADEYINGSHOU,YENENGLADONGTUSHUXIAOSHOU。

SHANGHAIXINHUASHUDIANPINGGAOSHIMAODIANSUOZAIDEPINGGAOSHIMAOSHANGCHENG,HAIYOUPINGGAOJIARIJIUDIAN、DIYISHIPINSHANGDIAN、WEIQIANLAMIANDENGSHANGHU。2015NIAN12YUE,PINGGAOSHIMAODIANYUPINGGAOJIARIJIUDIANLIANHETUICHULE“BENPAOBA,SHOUSIJUN!”QINZISHOUSIZHIZUOHUODONG,SHOUDAOGUANGDADUZHEZHUIPENG。JUSHANGHAIXINHUACHUANMEISONGJIANGQUXINHUASHUDIANJINGLIZHUANGJIETOULU,MUQIANGAISHANGQUANSHANGZAIPEIYUQI,XINHUASHUDIANZUOWEIPINPAIZHULIDIAN,WEISHANGQUANDAILAILERENQIHEHUOLI。

JINNIANLAI,DIYSHOUGONGLEIYINGXIAOHUODONGYICHANGHUOBAO,CHENGWEILEJINGGUANGSHUCHENGGUDEDIANKAIZHANYINGXIAOHUODONGDEGUANZHUZHONGDIAN。GUDEDIANYUWAIBUJIGOUQIANGQIANGLIANSHOU,RUYINGYUPEIXUNJIGOU、SHOUGONGHONGBEIDENG,KAIZHANLEDUOGEJINGGUANGSHUYOUHUIHUIYUANHUODONG,YUJIAOYULE,ZENGJIALEHAIZIMENDEDONGSHOUJIHUI。ZHIDEYITIDESHI,2014NIAN11YUE,GUDEDIANYUZHILANHUAFUHEZUOKAIZHANLE“MANBUHUAHAIDIYHUASHUZHIZUO”HUODONG,XIANCHANGYANSHIBAOZHUANGLANSEYAOJI。HUODONGXIYINLEXUDUOXIHUANHUAYIZHIZUODEHUIYUAN。CIWAI,JINGGUANGSHUCHENGWEIHAIDIANYECENGYUXUEXIAO、YOUERYUANJIAWEIHUIXIESHOUTUICHULEQINZIXILIEHUODONG,RUYUAILEMENGTEMEISHIYINGYU、DAAOMEISHUXUEXIAO、BAOYUEPEIXUNXUEXIAODUOCILIANSHOU,LIANHEZUZHISHOUGONG、TIYANHUODONGDENG。

招数3

文艺演出聚人气  培训销售两不误

YUELAIYUEDUODESHUCHENG,KAISHELEZHURUSHUFA、WUDAO、YINLEDENGXIANGGUANPEIXUNJIGOU。ZAIZHEIXIEPEIXUNJIGOUKANLAI,SHUDIANSUOXIYINDEKEQUNYUZIJISUOXUKEHUDEZHONGHEDUFEICHANGGAO,YINCIFENFENRUZHU。SHIJISHANG,SHUDIANKEYIJIESHIWENYIYANCHU,JULONGGENGDUORENQIDETONGSHI,TIGAOTUSHUDEXIAOSHOU。KEYISHUO,SHUDIANYUPEIXUNJIGOUSHIJUEPEI。

ZUOLUOYUNANCHANGHONGGUTAN、JINAIZHEYAZHOUZUIDAMOTIANLUNDEJIANGXIXINHUAWENHUAGUANGCHANG,YOUZHETUSHUMAICHANG、YINGYUAN、WENJUGUAN、JIAOYUPEIXUNDENGGEZHONGYETAI。2015NIANSHENGDANJIE,GAIGONGSIJUBANLE“SHENGDANKUANGHUANYE,YUEYUEYUEJINGCAI”ZHUTIHUODONG。QIZHONG,2015NIAN12YUE24RI、25RIDE20DIAN~24DIAN,SHIWENYIBIAOYANHEHUDONGHUANJIE。JUJIANGXIXINHUAWENHUAGUANGCHANGXIANGGUANFUZERENHELIXIAJIESHAO:“SHUDIANYIGONGJUBANLELIANGCHANGWENYIYANCHU,24RIPINGANYEYUGUANGCHANGNEIDESHANGJIAYIBEIWANGLEQICHENGHEZUO,YAOQINGYOUXIUDELAOSHIHEXUESHENGJINXINGLEQIBIAOYAN,BINGCHUANCHAHUDONGXIAOYOUXI;25RIDEWENYIYANCHUJINXINGLEWAIBAO,TUICHULERUSHUIGUWU、MOSHUBIAOYANHEXIAOPENGYOUXIHUANDEPAOPAOXIUDENG。”

ZAI2015“JINGGUANGSHUQISHEHUISHIJIANHUODONGYING”KAIMUSHISHANG,SHANDONGJINGGUANGCHUANMEIGUFENYOUXIANGONGSILIANSHOUSHANDONGWEIFANGBAIHUOJITUANGUFENYOUXIANGONGSIGUDEGUANGCHANG,YAOQINGMOFASHISHAOERYISHUXUEYUAN、AILETIANSHIYISHUPEIXUNXUEXIAO、LONGYUNYINLEYISHUXUEXIAO、REDJIEWU,BIAOYANLEJIAZIGUYANZOU、JIEWUDENGJINGCAIJIEMU。JINGGUANGSHUCHENGGUDEDIANDIANZHANGLICHUNYANDUIHUODONGXIAOGUOZANBUJUEKOU:“HAIZIMENTIANZHENLANMANDEBIAOYANHUODEZAICHANGSUOYOURENDEHUANYING。”

招数4

立足商圈优势  扩大品牌影响力

BUDEBUKAOLVDAO,YIXIEDICHUSHANGQUANDESHUDIAN,YOUYUZISHENTIAOJIANHEWAIBUTIAOJIANDEXIANZHI,NANYIHEZHOUBIANSHANGHUKAIZHANGENGDUOHEZUO。DANGLIANDONGYINGXIAONANYIKAIZHANDESHIHOU,YOUXIESHUDIANTUIERQIUQICI,CHONGFENLIYONGSUOZAISHANGQUANDEDILIYOUSHIHEZIYUANYOUSHI,DAZAOCHUSHUYUZIJIDEYOUSHI,WANGWANGNENGQUDEHAODEXIAOGUO。

LIZUXIAOFEIZHESHUXING,SHENJUESHANGQUANQIANLI。BEIFANGTUSHUCHENGTIANDIDIANCHUZAISHENYANGJIAOYUDAQUDEHUANGGUQU,SHUDIANYUQUNEIBUSHAOXUEXIAODOUJIANLILELIANGHAOGUANXI。JUBEIFANGTUSHUCHENGTIANDIDIANFUJINGLIXUJUNYANGJIESHAO,ZAIJIAQI,SHUDIANWEIXUESHENGJUBANLESHANGBAICHANGGONGYIKETANGHUODONG,YOUGUOXUE、MEISHU、WAIYU、SHENGLEDENGKECHENG,BINGJUBAN“XIAOXIAOTUSHUGUANLIYUAN”HUODONG。JIEZHIMUQIAN,GAIHUODONGJUBANLEJISHIQI,QIQIBAOMAN,XUESHENGMENCONGZHONGXUEXIDAOZHISHI,YEPEIYANGLEDUIYUEDUDEXINGQU。

YUZHIXIANGSIDEHAIYOUJINGGUANGSHUCHENGWEIHAIDIAN。ZAIWEIHAIDIANDIANZHANGWANGXIUXIUKANLAI,GAIDIANDEZHUANGXIU、HUOPIN、HUANJINGZAIWEIHAISHOUQUYIZHI,ZAIJIASHANGZHOUBIANYOUDUOSUOXUEXIAO、YOUERYUAN,XIYINLEBUSHAOXUESHENG、JIAZHANG。“YINCI,JUBANWENXUEMINGJIAYUXIAODUZHEDEJIANMIANHUIDENGHUODONG,WANGWANGSHIBANGONGBEI。”

QIHESHANGQUANFENWEI,JIANGRENLIUBIANKELIU。2015NIAN12YUEKAIYEDESHENYANGZHONGJIEYULONGCHENGSHIYISHANGHAIYUYUANWEIZHUTI,JIEHEBEIFANGJIANZHUYUANSUDAZAODEJISHANGYE、LVYOUDENGYUANSUDEWENHUAZONGHETI。KAISHEZAIGAISHANGQUANDEBEIFANGTUSHUCHENGYULONGDIANWULUNZAIZHUANGXIUFENGGE、JINGYINGPINLEI、GONGNENGFUWU,DOUSHIFENQIHEDAHUANJING。ZHONGYAODESHI,YINZHONGJIEYULONGCHENGSHIYIJIAXINKAIYEDESHANGCHANG,XIYINDEKELIUZHUYAOWEISHANGQUANNEILAICANGUANDESUIJIRENLIU。YINCI,GAIDIANLIYONGCHUNJIEXIUXIANJIAQILADONGDUZHEDAODIAN,KAIZHANLEQUANCHANGTUSHU6.8ZHEDENGHUODONG,XIYINLEZHONGDUODEDUZHE。SHIHONGTOULU:“XIANGBIHUODONGQIAN,HUODONGQIJIANSHUDIANXIAOSHOUZENGZHANG10YUBEI;QIEBUSHAODAODIANDUZHEBEIDIANNEIYISHUFENWEIXIYIN,ZAIPENGYOUQUANFABUHUOZHUANFAZHAOPIANXUANCHUAN,ZAISHENYANGWENHUALINGYUSHULILELIANGHAODEKOUBEI。”

来源:中国出版传媒商报