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 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 About S. A. C. C Proposed M. S Slogan 53 branches, 2 children's bookstore, 2 stationery store and 5 music stores
Company’s Mission To popularize reading About S. A. Stimulate creativity Deepen roots of culture C. C Proposed M. S Slogan To promote intelligence(heart/soul)
Strategic Analysis
SWOT About Strength - 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 S. A. Proposed M. S Slogan - Consumers usually "read books" in the stores, but they usually don't "buy" -Internet failure Weakness C. C
Opportunity SWOT - High (huge) acceptance for new types (pattern, mode) of book stores About S. A. Proposed M. S Slogan - Aristocracy - Wide use of e-books Threats C. C - Requires a more clear positioning in "entertainment" and "shopping“
Present Competitors Comparison
Comparison Between Competitors Eslite About S. A. C. C Proposed M. S Slogan Kingstone Cavebook Stepping stone Stores 36 71 27 11 Locations Commercial district Around campus In and around campus Around campus Customers with strong purchasing power Students, Teachers Students, general public Yes Yes No Main customer base Online stores
Marketing failures About November 2005 S. A. C. C Proposed M. S Slogan May 2009
Proposed Marketing Strategy
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 op Eslite booksh
Slogan
Slogan Eslite bookstore are About Not Replicated Chain S. A. C. C Proposed M. S Slogan - each Eslite bookstore in different regions have their local characteristics
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
THANKS FOR LISTENING
Reference Eslite - http: //www. eslite. com/ Wikipedia - http: //en. wikipedia. org/wiki/Eslite_Bookstore CRJ English - http: //english. cri. cn/6566/2009/02/23/1881 s 456918. htm Trazzler - http: //www. trazzler. com/trips/eslite-bookstore-taipei-s-xinyi -district-in-taipei-city-taiwan-tw Taipei life - http: //www. taipeilife. com/index. php? page=showpage&pageid=57
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