2. 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

3. Introduction Strategic Analysis Competitors Comparison Proposed Marketing Strategy Slogan

4. Company’s Background

5. 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 53 branches, 2 children's bookstore, 2 stationery store and 5 music stores About S.A. C.C Proposed M.S Slogan

6. Company’s Mission To popularize reading Stimulate creativity Deepen roots of culture To promote intelligence(heart/soul) About S.A. C.C Proposed M.S Slogan

7. Strategic Analysis

8. Weakness SWOT - 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 - Consumers usually "read books" in the stores,but they usually don't "buy" -Internet failure Strength Weakness About S.A. C.C Proposed M.S Slogan

9. SWOT Threats - High (huge) acceptance for new types (pattern, mode) of book stores - Requires a more clear positioning in "entertainment" and "shopping“ - Aristocracy - Wide use of e-books Opportunity Threats About S.A. C.C Proposed M.S Slogan

10. Competitors Comparison Present

11. Comparison Between Competitors EsliteKingstoneCavebook Stepping stone Stores36712711 Locations Commercial district Around campus In and around campus Around campus Main customer base Customers with strong purchasing power Students Students, Teachers Students, general public Online storesYes No About S.A. C.C Proposed M.S Slogan

12. Marketing failures November 2005 May 2009 Membership card Credit card Membership card About S.A. C.C Proposed M.S Slogan

13. Proposed Marketing Strategy

14. Special bookcase About S.A. C.C Proposed M.S Slogan

15. Proposed Marketing Strategy On the go bookshop About S.A. C.C Proposed M.S Slogan

17. Slogan Eslite bookstore are Not Replicated Chain Not Replicated Chain - each Eslite bookstore in different regions have their local characteristics About S.A. C.C Proposed M.S Slogan

18. Eslite bookstore- Dun Nan About S.A. C.C Proposed M.S Slogan

19. Eslite Bookstore – Xin Yi About S.A. C.C Proposed M.S Slogan

21. Reference Eslite - http://www.eslite.com/http://www.eslite.com/ Wikipedia - http://en.wikipedia.org/wiki/Eslite_Bookstorehttp://en.wikipedia.org/wiki/Eslite_Bookstore CRJ English - http://english.cri.cn/6566/2009/02/23/1881s456918.htm http://english.cri.cn/6566/2009/02/23/1881s456918.htm Trazzler - http://www.trazzler.com/trips/eslite-bookstore-taipei-s- xinyi-district-in-taipei-city-taiwan-twhttp://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 http://www.taipeilife.com/index.php?page=showpage&pageid=57