摘要
对渠道终端的争夺将逐渐成为未来出版业的竞争焦点,新华书店在商标性质上一再变动,减慢了新华书店改制和跨区域发展的步伐,于是部分省店开始采取新的品牌战略,以避免“新华书店”品牌在异地连锁扩张中的局限性,在这一过程中省级新华书店应注意新品牌的市场定位、营销宣传、品质和售后服务等,从而提高企业的整体竞争力。
Scrambling for the channel terminals will gradually become the focus of competition in the future publishing industry. Xinhua Bookstore＇s repeated changes in the nature of trade marks have slowed down their paces of cross-reglonal development, and restructuring of the Xinhua Bookstore. So some provinces began to adopt new brand strategies to avoid the limitation of ＂Xinhua Bookstore＂ brand in expansion of other provinces. In this process, Xinhua Bookstore at the provincial level should pay attention to the new brand＇s market positioning, marketing propaganda, the quality and post-sale services, thus enhances the overall competitive power.
出处
《科技创业月刊》
2006年第8期72-72,74,共2页
Journal of Entrepreneurship in Science & Technology
关键词
新华书店
品牌战略
连锁经营
Xinhua bookstore, brand strategy, chain operations
