| Summary: | 碩士 === 輔仁大學 === 應用統計學研究所 === 92 === Due to the fact that it requires little capital to start and run a rental bookstore and that the business will bring constant profit, the number of rental bookstores in Taiwan has been growing. Consequently, a keen competition has developed among these bookstores. How to employ appropriate marketing strategies in order to outcompete their business rivals has become the most important issue for these bookstores. Zhong-Gang business area was drawn as an example in this study where a quota sampling method was implemented and questionnaires were given to test 276 customers. Based on the information provided by these interviewees, the marketing orientation for the rental bookstore business as well as competing strategies was determined. According to the basic information of individual rental bookstore, the characteristics of readers, their lifestyles and consuming behaviors were discussed. Conclusions and several suggestions were made as a result of this research, as shown below:
1. Customers usually arrived at the rental bookstore on foot. It took them 6.5 minutes on average to get there. Not much time was spent moving through the bookstore. Therefore, marketing strategies geared towards such activities could be developed.
2. Most customers who went to rental bookstores usually checked out books. Therefore, bookstores should work out a promotion plan to enhance the unit price of books in order to achieve higher business.
3. A prepaid system was established to provide discounts to regulars as well as to enhance customers’ convenience in checking out books. Bookstores should develop a more complete prepaid system to stimulate customers’ consuming motives.
4. Customers’ primary motive of coming to a rental bookstore was to pass their time. Therefore, it is very important to have entertainment books on the shelves
5. Customers who went to certain bookstores usually learned about these bookstores from friends or had been there before. Therefore, when these people revisit these bookstores, proper information should be provided to enhance their possibility of returning.
6. Most customers who patronized the rental bookstores were not accompanied by anyone. Bookstores should encourage them to bring friends or acquaintances on their next visit in order to achieve higher business volume.
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