Study on Marketing Strategies of Physical Bookstores Based on Customers' Perceived Value

Advances in Internet technology have driven the rise of digital reading and online physical bookstores, changing consumers' reading habits and weakening the demand for physical bookstores. Despite the government's policy support, physical bookstores are still in an existential crisis due to high rents, rising operating costs and low sales. In this context, a large number of Physical bookstores are facing the risk of closure, and the industry as a whole is in a difficult situation of transformation. This paper takes Pioneer Bookstore as a case study, analyzes its marketing strategy based on the theory of customer perceived value and puts forward optimization suggestions, aiming to provide new ideas for the transformation of physical bookstores.