Abstract:

Based on Siva marketing mix theory， it is found that British and American

independent bookstores are good at grasping the needs and changes of consumers，

establishing one-to-one good brand communication and dialogue opportunities with them，

helping them shorten the decision-making path and quickly reach the entrance. Facing the

impact of online bookstores，British and American independent bookstores once declined.

However， After a series of adjustments and changes， their numbers and scales miraculously

“bottom out” in recent years. Specifically， it includes ： insight into consumption pain points

and explore solutions to problems; Link the resource subjects and complete the construction of

information contact; Highlight the spillover effect and create shared three-dimensional value;

Shorten the marketing radius and create high-quality user experience. The operation innovation

of independent bookstores in Britain and the United States has reference value and significance

for the development of physical bookstores in China.

Key words:

Independent bookstore Siva theory Business Innovation

CLC Number: 

• G235