摘 要 新华书店作为国有传统文化企业，已有 80 多年历史。然而，21 世纪作为互联网时代，伴随着网络营销的兴起，一些网络书店迅速抢占了实体图书市场的营业份额，实体书店要想在激烈的互联网时代赢得市场，不仅需要对市场重新定位思考，还要分析自身优劣，制定合适的营销策略。 本文将现在市场营销理论应用于新华书店企业市场分析中去，从 STP 分析的角度对企业进行市场细分后重新定位，分析企业外部宏观环境和行业形势。为探索新华书店以及目前的一般图书市场环境，本文采用 PEST 分析法探究市场环境，并结合 SWOT 分析工具确定企业当下优劣，指出了它在网络营销方面的不足，得出新形势下图书市场应该进一步深化转型的结论，所提出的图书企业在互联网时代下各方面转型升级的建议，对其他图书企业的转型也有一定的参考价值。关键词：新华书店，营销模式，实体书店，图书发行AbstractXinhua Bookstore has been a state-owned traditional culture company for over 80 years. However, as the Internet age of the 21st century, the rise of online marketing has led some online bookstores to rapidly take over the operating share of the physical book market. Analyze your strengths and weaknesses and develop the right marketing strategy.In this article, we apply current marketing theory to Xinhua Bookstore's enterprise market analysis, rearrange the company in terms of STP analysis, and analyze the company's external macro environment and industry situation. In order to explore the market environment of Xinhua Bookstore and current general books, this article uses PEST analysis method to analyze the market environment and combine SWOT analysis tools to determine the current strengths and weaknesses of the company. The conclusion of furthering the transformation and presenting some scientifically feasible proposals is a constant reference for similar book distributors in China.Key words: Xinhua bookstore ,Marketing ,Model entity bookstore ,Book distribution目 录前 言..............
