循環經濟下閑置書籍營銷策略分析

陳彤彤 王玲

[摘 要] 閑置書籍的再利用是順應國家可持續發展戰略、綠色生態發展要求的一種循環發展的經濟形態。目前，閑置書籍市場營銷存在很多不足之處，如現有平臺缺乏明確的經營理念;閑置書籍種類多且消費者群體較廣需求較分散;閑置書籍新舊程度與書籍折現價差異大;線上平臺與線下平臺對接契合度低;售前、售中與售后服務顧客體驗滿意度低。通過運用循環經濟理論，借鑒BOOKOFF連鎖二手書店的營銷經驗，提出了明確企業經營理念、制定統一的回收標準與價格標準、提高平臺自身的再處理技術、打造專業的線上線下平臺管理團隊、明確產品和消費者定位、增強顧客體驗值與重視老顧客培養、制定靈活科學的促銷策略等建議。閑置書籍平臺應該通過對行業以及市場的分析，運用循環經濟相關理論，做出與企業實際相符的營銷策略，打造企業營銷賣點，以此吸引目標消費者。

[關鍵詞] 閑置書籍;循環經濟;營銷策略

[中圖分類號] F124.5[文獻標識碼] A[文章編號] 1009-6043（2019）08-0058-03

Abstract： The reuse of unused books is an economic form of circular development which conforms to the national sustainable development strategy and the requirements of green ecological development. At present， there are many deficiencies in the marketing of unused books， such as the lack of a clear business philosophy on the existing platform， the large variety of unused books and the scattered demand of a wide range of consumers， the discount prices and the new or old rate of unused books have great difference， the low integration degree between online and offline platforms， and the poor customer experience satisfaction for pre-sale， in-sale and after-sale services. By using the theory of circular economy and learning the marketing experience of BOOKOFF chain second-hand bookstore， this paper puts forward suggestions， including establishing clear business philosophy， formulating unified recycle and price standards， improving the reprocessing technology of the platform itself， building a professional online and offline platform management team， clarifying product and consumer positioning， enhancing customer experience value， paying attention to the cultivation of old customers， and making flexible and scientific marketing strategies. Through the analysis of the industry and market， the unused book platform should make marketing strategies that are consistent with the actual situation of enterprises by using the theory of circular economy， so as to attract target consumers.

Key words： unused books， circular economy， marketing strategy

一、引言

2017年10月18日中國共產黨第十九次全國代表大會在北京召開。此次會議強調我們既要創造更多物質財富和精神財富以滿足人民日益增長的美好生活需要，也要提供更多優質生態產品以滿足人民日益增長的優美生態環境需要。而循環經濟理論則順應了會議強調的內容，循環經濟提出了如何解決經濟發展和資源環境之間的矛盾。該理論本質上是一種生態經濟，它運用生態學規律來指導人類社會的經濟活動。……