Campus Store: Promotion Strategy

Introduction

Industry Trends
 Textbook publishers：  the new textbooks highest unit sales in the first year of publication or two, and then tends to fall off, and used books started to become available.  Textbook publishers as a durable goods monopolist constantly be modified textbook so as to avoid student reselling textbooks. Textbook prices have been on the rise, and the survey found that the price increase is greater than the increase in median family income in the United States.

Channel: Textbook industry distribution channels including publishers, distributors or wholesalers, and university bookstores. Textbook prices tend to be inflexible.

Zinser, B. A., & Brunswick, G. J. (2012). AN EXAMINATION OF FACTORS INFLUENCING PUBLISHER'S ACCELERATED REVISIONS TO INTRODUCTORY BUSINESS TEXTBOOKS. Allied Academies International Conference.Academy of Marketing Studies.Proceedings, 17(1), 23-27. Retrieved from http://search.proquest.com/docview/1272106983?accountid=14304

Internal analysis（简要分析）

External analysis（详细分析）
1、Economic
2、Socio-culture
by analyzing historical theme sports brand to understand the behavior of today's sports brand.:
Studies have found that a sports brands has long history  are generally operate under good management of entrepreneurs. Reveals the influence of consumer products and brand development of new historical. This article considers the brand that is in order to improve product awareness, perceived quality, emotion, and loyalty in his fan base. In marketing terms, namely to improve his "brand equity" Elements that constitute brand equity: brand loyalty, patents and trademarks, and so on. This article include: brands as a stage in sport product development; aspects of successful  brands, including rules, equipment, use of emerging technology, visuality, and names; the interplay between entrepreneurial and consumer activity.

Hardy, S., Norman, B., & Sceery, S. (2012). Toward a history of sport branding. Journal of Historical Research in Marketing, 4(4), 482-509. doi:http://dx.doi.org/10.1108/17557501211281824

3、Ecological
4、Technological
improve web design:
managers should focus on customer satisfaction and perceived value in order to gain trust. In addition, managers can improve the site design and security policy, timely communication, and remind the customer site safety to improve customer satisfaction.
Valvi, A. C., & West, D. C. (2013). E-LOYALTY IS NOT ALL ABOUT TRUST, PRICE ALSO MATTERS: EXTENDING EXPECTATION-CONFIRMATION THEORY IN BOOKSELLING WEBSITES. Journal Of Electronic Commerce Research, 14(1), 99.
5、Governmental
6、competitive

Product strategy（简要分析）

price strategy
 e-tailers should balance between quality and price, evoked customer a positive attitude towards the  site.

References
Valvi, A. C., & West, D. C. (2013). E-LOYALTY IS NOT ALL ABOUT TRUST, PRICE ALSO MATTERS: EXTENDING EXPECTATION-CONFIRMATION THEORY IN BOOKSELLING WEBSITES. Journal Of Electronic Commerce Research, 14(1), 99.

place strategy

promotion strategy

 marketing method to promote products:
1, purchase products within a specified period of time can get free gifts.
2, to recommend our products to friends can get free gifts.
3, the designated products to give free shipping.
4, marketing and promotional activities through campus marketing, customer emails, and Facebook and Twitter pages to customer

Barnes & noble, inc.; barnes & noble.com offers free tunes with cheap textbooks. (2010). Marketing Weekly News, , 43. Retrieved from http://search.proquest.com/docview/202987278?accountid=14304

Branding:
They aggressively pushed new activities, new categories, new products. A key to brand-building was visuality – the ability to convey images of brand components. media – newspapers and magazines especially. They offer a clear sense of brands in the making.