Abstract:

At present， diversification mode is the main developing direction of upgrading and reoccupying
the market of our country’s physical bookstores.As an old cultural brand in China， Xinhua Bookstore is also
actively grasping the market changes， focus on the main industry， promote transformation， seek a breakthrough，
pay attention to consumer demand and perception， upgrade the transformation on the basis of the original market.
In the new market environment， Xinhua Bookstore to develop， can not only rely on emotional adherence， more
important is to form an influential reading activity brand， to build small and medium-sized characteristic bookstore
brand， to create the exclusive non-book brand with regional cultural characteristics， to create a network
bookstore brand， etc， through innovation and development of brand models to meet new market needs and
changes， access to Xinhua Bookstore brand of benign and sustainable development.