Déjà vu: A Case Study in Marketing Mix Problems

DOI

10.2991/aebmr.k.220603.043How to use a DOI?

Keywords

Bookstore; Online; Marketing; Déjà vu

Abstract

As technology has been highly enhanced, online product is progressively taking over offline product in most countries. Bookstores are one of typical products that meet the trends. Increasingly, more bookstores are transferring their focus from offline to online. However, it doesn’t mean to give up all their offline services. This paper is mainly about Déjà vu, a Chinese company founded in 2017 aiming to promote the circulation of second-hand recycling services for books and durable consumer goods. Founded five years ago, Déjà vu is a young company which needs to improve its marketing strategy and extend its market share in the online bookstore market. This paper uses case study method to find out Déjà vu potential problems and proposes practical solutions to these problems. Specific methods used in the paper include marketing mix, STP analysis, perceptual map etc. The figure is used to compare Déjà vu with other competitive rivals. The early conclusion is drawn that Déjà vu’s place strategy and promotion strategy need to change immediately to respond to consumer’s needs. Compared with other competitors, Déjà vu’s offline bookstores are so small, which leads to an inefficient advertisement effect. The brief solution to these problems is to open more offline bookstores and advertise on video websites like Bilibili and iQiYi. On this path, Déjà vu can make a greater profit and take a larger market share in developing online and offline bookstore market. With the blessing of better market strategy, Déjà vu can have a better market provision in the near future.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Haoyu Chen
PY  - 2022
DA  - 2022/07/01
TI  - Déjà vu: A Case Study in Marketing Mix Problems
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 250
EP  - 254
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.043
DO  - 10.2991/aebmr.k.220603.043
ID  - Chen2022
ER  -