Eslite Bookstore Group 6 496702555 企四乙劉愛美 Amy 596201201 英四甲楊正宇 Branden 497703544 企四丙陳思銘 Alex 599061030 英二甲王姵文 Patty 498751641 金企三甲何嘉雯 Tammy 498022208.

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Eslite Bookstore Group 企四乙劉愛美 Amy 英四甲楊正宇 Branden 企四丙陳思銘 Alex 英二甲王姵文 Patty 金企三甲何嘉雯 Tammy 歷史三乙朱嘉君 Jane

Introduction Strategic Analysis Competitors Comparison Proposed Marketing Strategy Slogan

Company’s Background

About - Eslite Bookstore （誠品書局） Established in 1989 by Wu Qing You ( 吳清友 ) First Eslite bookstore - Dunhua South Road - focused on art and humanities 53 branches, 2 children's bookstore, 2 stationery store and 5 music stores About S.A. C.C Proposed M.S Slogan

Company’s Mission To popularize reading Stimulate creativity Deepen roots of culture To promote intelligence(heart/soul) About S.A. C.C Proposed M.S Slogan

Strategic Analysis

Weakness SWOT - Brand - Outstanding and excellent reading (consumer) space - Local system is suitable for economic innovation - Economies of scale - Wide variety of books - Establishment of online purchase service - Consumers usually "read books" in the stores,but they usually don't "buy" -Internet failure Strength Weakness About S.A. C.C Proposed M.S Slogan

SWOT Threats - High (huge) acceptance for new types (pattern, mode) of book stores - Requires a more clear positioning in "entertainment" and "shopping“ - Aristocracy - Wide use of e-books Opportunity Threats About S.A. C.C Proposed M.S Slogan

Competitors Comparison Present

Comparison Between Competitors EsliteKingstoneCavebook Stepping stone Stores Locations Commercial district Around campus In and around campus Around campus Main customer base Customers with strong purchasing power Students Students, Teachers Students, general public Online storesYes No About S.A. C.C Proposed M.S Slogan

Marketing failures November 2005 May 2009 Membership card Credit card Membership card About S.A. C.C Proposed M.S Slogan

Proposed Marketing Strategy

Special bookcase About S.A. C.C Proposed M.S Slogan

Proposed Marketing Strategy On the go bookshop About S.A. C.C Proposed M.S Slogan

Slogan Eslite bookstore are Not Replicated Chain Not Replicated Chain - each Eslite bookstore in different regions have their local characteristics About S.A. C.C Proposed M.S Slogan

Eslite bookstore- Dun Nan About S.A. C.C Proposed M.S Slogan

Eslite Bookstore – Xin Yi About S.A. C.C Proposed M.S Slogan

Reference Eslite - Wikipedia - CRJ English Trazzler - xinyi-district-in-taipei-city-taiwan-twhttp:// xinyi-district-in-taipei-city-taiwan-tw Taipei life -