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Academic Journal of Business & Management, 2024, 6(3); doi: 10.25236/AJBM.2024.060315.

Research on Marketing Strategy of Zhongshuge Physical Bookstore Based on 5A Consumption Path


Li Ying

Corresponding Author:
Li Ying

School of Economics and Management, Guangxi Normal University, Guilin, China


In recent years, under the strong influence of Internet economy and epidemic factors, Zhongshuge Bookstore is facing greater challenges than before. In order for Zhongshuge Bookstore to strengthen its relationship with readers, it must establish and improve the readers' omni-channel seamless experience, and appropriate marketing strategies have become an important part of the store to get out of the predicament. Based on the case study method, theoretical deduction method, literature research method and other relevant research methods, this paper analyzes the development process, marketing status and existing problems of Zhongshuge Bookstore, combines the 5A consumption path theory, and analyzes the marketing strategy of Zhongshuge Bookstore from five aspects of cognition, appeal, inquiry, action and advocacy, and studies the marketing mode of Zhongshuge Bookstore. And the article provides some countermeasures for the sustainable development of Zhongshuge.


5A consumption path; Zhong Shuge; Marketing strategy

Cite This Paper

Li Ying. Research on Marketing Strategy of Zhongshuge Physical Bookstore Based on 5A Consumption Path. Academic Journal of Business & Management (2024) Vol. 6, Issue 3: 122-128. https://doi.org/10.25236/AJBM.2024.060315.


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