【正文】 1 目錄 1 前言 ........................................... 4 ....................................... 4 .................................... 4 文化環(huán)境 ............................................................................................................. 4 全國角度 .................................................................................................... 4 城市角度 .................................................................................................... 4 社 會角度 .................................................................................................... 5 行業(yè)環(huán)境 ............................................................................................................. 5 ................................................................................................................... 5 ................................................................................................................... 5 ................................................................................................................... 5 消費者購買動機分析 ............................................................................................ 5 休閑 ........................................................................................................... 5 購書 ........................................................................................................... 5 總結(jié) ........................................................................................................... 5 投資分析 ............................................................................................................. 5 市場前景 ............................................................................................................. 6 項目定位戰(zhàn)略 ................................... 6 市場定位 ............................................................................................................. 6 消費者定位 .......................................................................................................... 6 書店定位 ............................................................................................................. 6 項目選址分析 ................................... 6 項目競爭分析 ................................... 6 競爭環(huán)境分析 ...................................................................................................... 6 ................................................................................................................... 6 、 ............................................................................................................. 7 、 ............................................................................................................... 7 、 ............................................................................................................... 7 競爭對手分析 ...................................................................................................... 7 ................................................................................................................... 7 一訪“純真年代” .................................................................................... 7 競爭優(yōu)劣分析 .....................................................................................................11 、優(yōu)勢： ....................................................................................................11 、劣勢： ..................................................................................................11 、機會： ..................................................................................................11 、威脅： ..................................................................................................11 2 對策 : ....................................................................................................11 項目營銷測流 .................................. 11 產(chǎn)品策略 ............................................................................................................11 多元化經(jīng)營策略 ........................................................................................11 服務(wù)策略 ...................................................................................................11 設(shè)立主題書架 ............................................................................................11 設(shè)立電腦軟件銷售專區(qū) ..............................................................................11 二手書經(jīng)營 ...............................................................................................11 圖書銀行 .................................................................................................. 12 為顧客提供一個品茗看書、好友小聚的優(yōu)雅場所 ...................................... 12 提供最新書訊并為顧客訂書。 .................................................................. 12 價格策略 ........................................................................................................... 12 以下情況給予價格折扣優(yōu)惠措施 .