A dynamically developing chain of stores located in Voronezh. A distinctive feature is active work with buyers, creative support of suppliers' shares, as well as a transparent and understandable system for building relationships with suppliers (including payments). Amital is one of the best experts book trade, flexible and responsible partner, initiator of many non-standard actions. Even during the economic crisis, there are no disruptions in work.

Stores are successfully configured for regions, sites and consumers. The staff competently manages the assortment and layout at points of sale, and also provides high-quality advice in the hall. A large number of events are regularly held, loyalty programs for regular customers are developed. The network works not only on its sites - it arranges various meetings, holidays and competitions based on schools and libraries.

Online bookstores"Amital" has a large selection of stationery and books on various subjects: fiction, educational and educational literature, encyclopedias, gift editions and much more. For the convenience of customers, the Amital bookstore provides many services related to the sale of book products. The range of books is updated and replenished every week. Goods in bookstores "Amital" can be purchased for cash and by bank transfer. According to the invoice issued to the buyer by bank transfer, you can reserve the goods for five days, within five days the price for it will remain original. The buyer can order books, which in this moment not available in Amital stores.

Amital does its best to meet the needs of the most demanding customer. Thanks to the fruitful work of the organization, it was possible to expand the range of goods and increase the number of interested buyers.

The founder of the Bookvoed bookstore network is Denis Kotov, who started the book business back in 1992, selling books on the street in patches and pavilions. And the first store with an area of ​​100 square meters. m was opened in 2000 without own funds with the involvement of investors.

Today "Bukvoed" is 83 bookstores and clubs, as well as Cultural Center of a new type on Nevsky Prospekt in St. Petersburg, the area of ​​which is 3,000 sq. m. The total area of ​​stores is 35,000 sq. m. m. The core of the network is 60 stores in St. Petersburg. Gradually, "Bukvoed" enters the cities of the North-Western Federal District. In the next 5 years, it is planned to open about 80 outlets there.

Bookvoed stores exist in 3 main forms: a book club, a book supermarket and a bookstore. Additionally, such types of objects as a store in shopping complex, street retail and convenience store. In general, Bookvoed focuses on creating regional infrastructure in a format that is convenient for the client, mainly opening small (up to 200 sq. m.) stores in residential areas of cities and book clubs (800–1600 sq. m.) in the center.

Books occupy about 65% of the sales area. In addition to books, the chain's stores sell stationery, gifts, and postcards. On the basis of Bukvoed, a center with an area of ​​2,000 sq. m, which presents the entire range of educational, including school literature, a wide range of philosophical and historical literature. There are also themed events.

The strategic priority for the development of the network is the Internet direction. Today, the bookshelf of the Bookvoed online store has about 2 million books in 250 languages, ancient and modern. A unique search engine allows you to reserve the right book 24 hours a day in any of the stores.

The company employs more than 1500 people. According to Denis Kotov, "the most important properties of the Bukvoed team are self-learning, self-development, readiness to communicate and solve their main super-task of increasing the reading community."

Book network "House of Books" was founded in 1992. There are 44 stores in Tatarstan and 8 stores in other regions under the Dom Knigi and Book+ brands. The book network is framed by Pegas LLC. Its director and co-owner is Boris Mustashkin. Today it is the largest and dynamically developing network of bookstores in the Republic of Tatarstan.

The stores provide customers with a universal range of books from all leading Russian publishing houses, as well as stationery, postcards, puzzles, and souvenirs. The assortment of various stores ranges from 15,000 to 50,000 items of books and up to 5,000 items of stationery.

As a leading player in the market of educational literature in the Republic of Tatarstan, the network offers the largest selection of books on educational topics and the best prices due to a developed system of discounts. All chain stores have specialized training departments.

"House of the Book" on the street. Tatarstan, 13 has a specialized hall with a wide range of educational and educational literature. The largest store of the network is located on the street. Dekabristov, 182 with a retail area of ​​650 sq. m.

Network kits educational establishments and libraries. A large wholesale warehouse and daily receipt of goods allow you to complete orders as quickly and efficiently as possible.

Trademark "ProdaLit" was registered in Irkutsk on February 1, 1996. Vadim Perevoznikov became the founder of the bookselling company of the same name. Two decades later, ProdaLit became the largest wholesale and retail operator in the book market of Eastern Siberia and entered the top three largest regional book enterprises in Russia.

Today it is a powerful bookselling network with 48 outlets in 4 constituent entities Russian Federation: the Irkutsk region, the Republic of Buryatia, the Trans-Baikal Territory and the Krasnoyarsk Territory. The total number of employees today reaches 700 people. The average area of ​​the ProdaLit KG company store is about 400 square meters. m. The largest points (with an area of ​​2,000 sq. m.) are located in Irkutsk and Ulan-Ude. In terms of total sales area (18,000 sq.m.), ProdaLit currently ranks first among regional book companies in Russia.

In December 2015, the company for the first time reached a retail turnover of 1 billion rubles. The total turnover in early December 2015 exceeded 1.5 billion rubles. Also, the company's achievement in 2015 was the opening of four new stores (with a total area of ​​1300 sq. m.) and the relocation of several existing outlets to new expanded retail space. Several outlets are scheduled to open in 2016.

According to the latest data, the range of literature offered by ProdaLit is more than 170,000 titles. The main suppliers are the largest publishing houses, as well as manufacturers of toys, stationery in Russia and the countries of the Near Abroad. To date, there are more than 300 of them, and the company works directly with most of them, without intermediaries. Today, ProdaLit stores are platforms for selling not only books, but also a wide range of stationery, art supplies, a developing range of games, and souvenirs.

For several years now, the company has been actively promoting the idea of ​​the Bookstore as a modern cultural and leisure center. To date, there are four such permanent centers: two in Irkutsk, one each in Angarsk and Ulan-Ude. They host a wide variety of master classes, creative cool watch for schoolchildren, literary quizzes, holidays. Over the past year alone, more than 150 master classes have been held at the ProdaLit CDC, attended by hundreds of children and adults.

"ProdaLit" goes out with field events to schools, kindergartens, libraries. This is how the program of cooperation with preschool children was born and has been implemented for several years now. educational institutions, schools called "Class hour with "ProdaLit"". The loyalty program "First grader" serves as a guarantor of friendship and mutually beneficial cooperation between ProdaLit and future schoolchildren.

The network has a wide discount program. In ProdaLita stores, promotions, sales, meetings with authors are constantly held, creative projects schools in the city (for example, the "School of Real Affairs", in which high school students try their hand at promoting books and reading in their hometown).

The events “Library Night” and “Book Friday” held annually by ProdaLit became real gifts for book lovers. These holidays allow you to plunge into the atmosphere of reading, music, interesting conversations, intellectual quizzes and competitions. Every year ProdaLita hosts new year holidays, Children's Day and Knowledge Day. In 2015, the company took part in a joint project with the Irkutsk Musical Theater "Meeting with a book in the theater". Also, ProdaLit has been a sponsor of the Total Dictation campaign for 3 years.

The network of bookstores "Chitay-Gorod" is the leading book trade association of our country and has more than 290 trade enterprises in 108 cities of Russia. The chain stores successfully work for residents of Moscow and the Moscow region, the Central Federal District, the Volga Federal District, the Kuban, the Urals, Siberia, Bashkiria, Tatarstan, Primorsky Territory.

In 2015, 70 new stores were opened. At the same time, the lion's share of discoveries falls on the regions, incl. to remote areas of the country: Ust-Kut, Usolye-Sibirskoye and Angarsk (Irkutsk region), Bor and Dzerzhinsk (Nizhny Novgorod region), resort areas - Essentuki and Sochi, Vladivostok. Since the beginning of 2016, 26 new stores have been opened: in Smolensk, Tuapse and Biysk. The number of chain stores in Yekaterinburg has grown to 10, and in Novosibirsk to 9.

Chitay-gorod stores are multi-format retail outlets ranging from small ones with an area of ​​less than 200 sq. m. m., to book supermarkets with a sales area of ​​2,000 sq. m. All network stores are distinguished by a number of features: a wide range of books on any subject; trained personnel; self-service system; competent organization of the trading space; convenient navigation; bright modern design; interesting programs to promote books and other products.

Bookstores "Chitay-Gorod" are positioned not only as a place to buy books, but also as cultural and leisure centers. In 2015, more than 700 events were held in the stores of the network, including master classes for children and adults, various seminars and trainings, presentations of new publications, meetings with popular writers.

In working with suppliers, the Chitay-Gorod network does not distinguish between "large" and "small" publishing houses. This allows each store to form a unique assortment of books in a variety of fields of knowledge.

Opening new stores in the regions, the Chitay-Gorod network actively participates in the life of each city: it arranges charity events, helps in organizing citywide events, and acts as a partner in various projects.

Key projects to promote books and reading (2015-2016):

flash mob “The whole city reads, the whole country reads” (united more than 1,200 reading enthusiasts from Belgorod to Irkutsk who came to the Read-Gorod stores to read their favorite books aloud);
the project “We love books, we choose reading” (more than 1,600 book lovers across the country spoke about their favorite books, shared their impressions of what they read and made their recommendations; the action was timed to coincide with Russia Day in 2016);
Read-Gorod is a partner of the annual educational campaign "Total Dictation" (the company provided the winners of the book and all participants of the campaign with discounts on the purchase of books in the stores of the network as a gift);
Chitay-Gorod is a partner of the Open Your Mouth All-Russian Reading Aloud Championship (the company provided books for the Championship, which in 2015 covered more than 4,000 participants in 50 Russian cities).

Every year the stores of the network are marked as the best Russian bookstores. "Chitai-gorod" participant and winner of the contest "The best bookstore in the city of Moscow" ("New bookstore" in Kuzminki, "Read-gorod" on Tretyakovskaya, "Read-gorod" on Polezhaevskaya, "Read-gorod" in Otradnoe), " All-Russian competition bookselling enterprises” (stores in Moscow, Kaluga, Rostov-on-Don, Novosibirsk, Yekaterinburg, Chelyabinsk, Kazan, Saratov, Ryazan, Ufa, Yaroslavl, Stavropol, Penza, Belgorod).

The Chitay-Gorod chain stores annually take part in the country's largest book forums: the Red Square Book Festival, the Moscow International Book Fair (MIBF), and the Non/fiction International Fair of Intellectual Literature.

Despite the ubiquity of all kinds of electronic media, books are still in demand. And this situation is unlikely to change in the near future. A business selling books can bring in a good income if organized properly. Consider how to open a bookstore: how to register and pay taxes, where to get goods, how to choose a store location to maximize traffic, how much money will be needed to organize this business, etc.

Registration and taxes

The bookstore owner can. If there are several owners, then a limited liability company will be a more convenient form of registration.

Your activity code is 52.47 “Retail trade in books, magazines, newspapers, stationery and stationery”. A convenient taxation system is the single tax on imputed income (UTII). It can be paid by shops with an area not exceeding 150 sq.m.

If you independently purchase or rent premises outside the shopping center, then you will need to obtain permits from the SES and the fire inspectorate.

Shop space

Where should a bookstore be located in order to bring profit to its owner? Of course, in a busy passing place, where your potential buyers will see it.

It is very good to open bookstores near large supermarkets or right on their territory. Even better - in popular and visited shopping malls. The advantages of this location are obvious. First, a constant flow of customers. You do not even have to spend money on advertising, you only need a bright, noticeable sign and a well-designed showcase. Secondly, you will not need to worry about obtaining permits for trading in the rented premises, these concerns are taken over by the administration of the shopping center. The same goes for security.

When choosing a room for a bookstore in a shopping center, try to choose the most visited places: at the entrance, at the elevators or escalators, near the most famous and popular stores, regardless of their orientation.

Acquisition of premises for a store in the property is very expensive and often beyond the reach of a novice entrepreneur. Therefore, it is usually more profitable to rent a room. Another option is to invest in a shopping center under construction. When it is built, you will receive your own square meters on which you can place the store.

bookstore format

The most popular among the population are small bookstores (40-50 sq.m.) with a universal assortment. Such stores are most popular among entrepreneurs, as they are able to bring maximum profit. Especially when located in small towns or sleeping areas of large cities and in the absence of nearby competitors.

And yet, in some cases, it is beneficial to open not universal, but specialized bookstores. For example:

• Shop for children's books (and educational toys). It is advisable to open such a store near the center of children's creativity, with a kindergarten, and even better - in an area where there are several kindergartens nearby. And also near the children's clinic or in the malls of children's stores.
• Shop of specialized high school literature. Opens in close proximity to universities or on campuses.
• Antique bookstore or secondhand bookstore. Relevant for large cities. May fit in with other antique shops.
• A small shop for light entertainment reading: inexpensive paperback books, mostly genre literature. It can successfully function in a resort town, in a busy place on the way to the beach.

bookstore assortment

You need to be well versed in the book publishing business, know what's hot right now, stay up to date with future releases, and plan ahead for them to appear in your store. That is, you must clearly know the answer to the question: what is being read now and what will be read tomorrow. And sell just that.

In addition, there are destinations that are in constant or seasonal demand. The former include children's literature, as well as fiction books: genre literature (detectives, action films, women's novels, science fiction), modern prose, both domestic and foreign, and, of course, classics in all its variants (prose, poetry, Russian literature). , foreign - from antiquity to the present day).

The latter include school and university textbooks, gift editions (actively sold out on the eve of holidays), some sections of specialized literature, for example, gardening.

If space permits, in addition to books, you can sell postcards, calendars, reproductions of paintings and wall maps, a small set of the best-selling stationery, developing toys in the department of books for the smallest, etc. in addition to books.

Equipment and accommodation

In order to conveniently arrange the goods, you will need shelves, racks, showcases, slides and cabinets. All equipment should be positioned to accommodate the maximum number of books and at the same time leave enough space for customers.

The optimal form of trade for a bookstore is Free access to goods like a supermarket. A book is not a commodity that can be chosen by looking at it from afar. Buyers always want to look through and look at books.

In addition to placing goods, you will need to take care of the equipment of the cashier's workplace, as well as lockers for bags. You will need cash machine with a scanner to optimize and speed up the checkout process of the purchased goods.

Goods deliveries

On the supply of books, you can negotiate directly with publishers, or with wholesalers and intermediaries. With publishing houses, you can agree on the supply of goods for sale - this is very profitable and convenient. Perhaps they will agree to this not immediately, but after some period of cooperation. Therefore, you must be prepared for the fact that you will have to pay in full for the first batch of goods. Trade margin for books - 50 - 100%. In some cases, it may be higher.

Consider the transport issue as well. You may decide that it will be cheaper to deliver the goods yourself. If there is such an opportunity, fine. In some cases, it is more convenient to conclude an agreement with transport company. Some wholesale firms when ordering large quantities and subject to long-term cooperation, they themselves deliver the goods to customers.

Store staff

You will need:

• Manager and merchandiser, it is possible in one person. Usually this function is performed by the store owner himself, especially at the first stage.
• Accountant. This unit may be freelance.
• Sales assistants, cashiers. It is optimal to have four people who will work in shifts, two by two, performing all of the above functions.

The bookstore should be staffed by people who are passionate about reading, who are versed in literature, including all new book releases. They should be contact and sociable, be able to advise and offer something, as well as discuss this or that book. You must encourage your sales consultants to broaden their horizons and increase their knowledge. To do this, you can allow them to borrow books to read on the weekend, as well as buy the publications they like at a wholesale price.

Initial business investment

The next important question is: how much does it cost to open a bookstore?

Approximate cost estimate for a bookstore with a size of about 50-60 sq.m.

• Registration of an enterprise with the tax authorities - 5,000
• Obtaining permits for trading in the premises - 5,000
• Repair, equipment, signage and lighting - 200,000
• Purchase of goods (about 10 thousand books) - 1,000,000
• Room rental - 50,000 per month
• Salary - 140 000
• Other expenses - 100,000

So, the opening of a small bookstore will require 1.5 million rubles. The payback of such a business is about a year.

A bookstore business plan is the most important part of getting ready to open. It must be drawn up even before you start looking for a room for a store and think about the assortment. Your business plan may differ slightly or significantly from the one presented above. It depends on a large number of factors: the cost of rent, the population of your city, the remoteness of publishers and suppliers, the presence or absence of competition, etc.

How to open an online bookstore

Trading via the Internet is a modern and in many respects a convenient form of doing business. You can open a bookstore on the Internet as an addition to an existing store in reality or as an independent business.

The main difficulty of this venture is to create an extensive, detailed, user-friendly and attractive product catalog, where each book will be presented on a separate page with a cover photo and a detailed description.

Second important point– delivery of products selected by the buyer after ordering and payment. There are three main ways to deliver goods from an online store:

• Express delivery. The most reliable and profitable way. Its disadvantage is that it can be used over short distances, most often within the city.
• Post office. It is also a fairly convenient and reliable method, but more expensive and takes much more time.
• Express delivery companies. Fast and reliable, but very expensive. Few buyers agree to pay for this form of shipping.

Online book sales is a fairly new business, but it is rapidly developing and profitable. According to analysts, books are currently the most common and best-selling product on the Internet.

The most important principle in the formation of the assortment of goods in a bookstore is to ensure its compliance with the nature of the demand of the population. The assortment of a bookselling enterprise ultimately determines the commercial success of its work. The breadth of the choice of book products, a number additional services provided to the customer in the store make the bookselling retailer attractive to visitors.

The formation of the assortment of a bookselling organization is carried out by commodity specialists and managers according to a well-known scheme:

Each of the specialists works with permanent suppliers, with whom in the end calendar year, or at the beginning of the next, a supply contract is concluded;

New suppliers are usually identified at book fairs. ;

New publisher suppliers as well as individuals can come to bookstores themselves and offer their books .

Numerous proposals received by mail in the form of price lists, catalogs are considered; the proposals published in the industry and less often in the central press are studied; Recently, publishing and bookselling websites on the Internet have been increasingly viewed.

The search and study of suppliers is achieved through constant monitoring of publishers. At the same time, it is necessary to systematically visit wholesale book fairs and markets, study advertisements in the media, follow the new releases in the special press: in the journals "University Book", "Book Business", in the newspaper "Book Review", etc. The most significant fairs are held in Moscow, St. Petersburg, Nizhny Novgorod.

The formation of an assortment in a bookstore has some features that are directly related to the specifics of the book as a product and to the specifics of the book market.

The market for book production is specific due to the fact that the product - a book - is an object of culture, it is of a dualistic nature, the usefulness of a book can only be determined conditionally. How the category "product" is characterized consumer properties, its stay on the market is limited to a certain life cycle. But the book is eternal as the cultural heritage of the nation, it is evidence of the development of society as a whole, many copies retain their cultural value for years. The real market price of a book that a consumer is willing to pay is determined by the prevailing mentality of society, its cultural and educational traditions.

The publishing and bookselling business is subject to the laws of classical business. However, modern publishers, as entrepreneurs, are required not to blindly submit to mass market processes, often expressed in simplification of the decision. It is necessary to take into account the creative individuality of the book, its spiritual integrity and make commercial decisions based on this.

It is known that the book performs several functions: communicative, cognitive, educational, aesthetic, spiritual. Today, the book is in competition with other media, and competition in this area of ​​information has intensified. But, nevertheless, it does not lose its fundamental role and its valuable position in the market. It can be observed that now they are reading no less, and reading is going on in a significant amount simultaneously with the use of other media. The frequency of reading depends on the so-called socialization. Therefore, serious market research must take into account the socialization and motivational conditions of reading in a socially differentiated society. This should be taken into account when forming the book assortment.

The book is not an essential item, but a person almost daily encounters book products, constantly feels the need for it. At the heart of the highly efficient entrepreneurial activity firms are implementing the basic principles of marketing,

associated with knowledge of the market situation for book products, its feature, determined by the dualistic nature of the product being sold - books.

With regard to the publishing business and its product - the book - the concept of "benefit" can be differentiated as follows:

- benefit to the reader;

- benefit for the wholesale buyer;

— benefits for government and educational institutions.

At the time of purchasing book products, the consumer - an individual wants to satisfy his needs of various levels and content.

1. Psychological - the desire to understand and unravel another person, create your own idea of ​​the world, find answers to your questions, experience catharsis: self-purification with compassion, fear and delight, which the book helps to do.
2. The needs of belonging - awareness of the events taking place around, the study of the biographies of prominent people.
3. Self-realization needs - obtaining new knowledge, improving one's professional level.

It is known that the more needs a product satisfies, the higher the likelihood that it will be bought.

The wholesale buyer views the book differently than the reader. And these differences are explained by differences in the benefits for them. The wholesaler puts economic, commercial interests at the forefront, while the reader pays attention to the educational and informational nature of the book.

Motives for purchasing books for educational and public institutions are significantly different from those above. Consumers act in the interests of the organization, taking into account the economic, consumer and operational "properties" of the book. As you know, demand is a form of market manifestation of a need presented on the market and provided with appropriate funds, i.e. paying need. In turn, the need is usually defined as a need or lack of something necessary to maintain the vitality of the body, the functioning of the individual, social group population or society as a whole. In the process of social development, needs grow and change. At present, the structure of consumption is changing, and the purchase of a book is no longer a priority. The process of consumption itself is the use and use of book products in order to satisfy the need for knowledge, information, reading as a pastime factor, leisure.

It is not enough to publish a book; it must find its buyer. If we are talking about the consumer market, then the buyer -individual- independently makes a purchase decision, guided by his own needs. If we are talking about the resale market, then this is wholesale buyer, which focuses primarily on commercial success.

All the main problems of the book production market, one way or another, are connected with consumer demand, which expresses the total social need for book production. The volume and structure of demand depends on many factors marketing environment, but especially from socio-economic, demographic, cultural. Demand also fluctuates seasonally. For example, literature on agriculture relevant in the spring and summer. In addition, when forming the assortment, the life cycle of the book, the degree of saturation of the market with the publication are taken into account. The specifics of the book market itself also affects the process of selecting assortment items.

The book market is a market for intellectual products. Publishing is very different from the usual production of goods. Here the author acts as a co-producer. As a result of the work of the team - editor, proofreader, artist, layout designer - a finished product of a book appears, which is a product of creative work. It should be noted that competition in the book market is largely determined by the competition of authors and their popularity. And this is another specific feature of the book market. In order to achieve commercial success, it is necessary to clearly understand who the work is intended for. Targeting in publishing is very important. Reading and buying books becomes pragmatic. The consumer most often knows exactly which edition he needs. The specificity of the book is determined by a diverse contingent of consumers. Conventionally, they can be divided into several groups, taking into account their purchasing power, reader preferences, and socio-demographic characteristics. Proper segmentation of the book market largely determines the strategy of the book publishing company. Knowledge of specific market segments provides the basis for the selection of competitive literature in the assortment of the store. Readership analysis is a complex process.

There are two main reasons for market segmentation:

1. Concentration of market attention on those groups of buyers whose needs the company hopes to satisfy;
2. The objective need to develop marketing strategy towards customers and competitors.

The purpose of market research is to identify the readership that prefers a certain type of book publications: socio-demographic groups among which the book will be distributed; the purchasing power of these groups; spiritual demands dominating in these group. Having objective information on these issues, you can determine how many books and what topics should be purchased.

And first of all, the bookselling organization should be interested in the following data: the real audience of readers of books on a certain subject; potential audience; age; the level of education; National composition; aesthetic tastes; literary preference. Obviously, large bookstores, chain stores can call, form their assortment much wider and deeper, compared to smaller trading organizations.

For the store, information about a potential buyer is interesting. The main motive for acquiring a book is the desire of a person to improve his professional level. Therefore, business and educational literature is quoted on the modern book market. In the first half of 2009, the number of titles of such literature amounted to 77% of the total number, while the total circulation amounted to 62%.

It is not enough to have information about the needs of the reader, it is necessary to convey to him information about the available assortment of a book publishing and bookselling company. There was an urgent need to create objective information about the book as a commodity along the entire path of its passage from the publisher to the reader. The Russian book market has turned from a scarce market, when the lack of information support had almost no effect on the production and sale of books, in a saturated market, where a lack of information support can seriously affect the production of books, their sale.

Book publishing, which has been intensively developing since the 15th century, has not lost its relevance, despite increased competition from the media, the Internet, e-books. On the contrary, it is successfully developing, and it is premature to talk about the end of the Gutenberg era. According to the Russian Book Chamber, the number of book titles for the six months of 2009 increased by more than 6.4 thousand compared to the same indicators: 65,193 titles against 58,787 last year. At the same time, their total circulation increased: 371 million copies. against last year's record for a number of years 342 million copies. What is significant - this is happening against the backdrop of crisis phenomena in the economy.

The dualistic nature of the book requires from the commercial apparatus of the company a dynamic organization of trade, aimed not only at commercial success, but also at satisfying the spiritual needs of the population. Successful work bookselling enterprise depends on its competitiveness, which in turn depends on the effectiveness of the commercial and marketing activities firms; competent management; quality and range of products offered; market segmentation; organizational structure enterprises; organization of work of workers.

New Information Technology demand from the subjects of the book market - publishing houses, bookselling organizations, libraries, bibliographic centers - close cooperation. In this regard, it is necessary to carry out scientific and research work in the field of developing a unified information platform for the development of publishing, bookselling and librarianship. The result of this work should be a system that allows giving maximum information to consumers about book production: statistics, published books, books in print, in stock. A unified publishing and bookselling classification will make it easier for the consumer to find the right book.

Despite the positive dynamics, the book market is experiencing certain difficulties associated with the global financial crisis. There is a threat from international and economic factors of the marketing environment to the book market. This is due to the specifics of the book as a commodity, and also to the fact that the book, alas, does not belong to the essential goods.

The book market is rapidly changing, and the subjects of the market - publishers and booksellers - are increasingly forced to face the problem of the need to increase the competitiveness of the book. This is not only about competition among publishers for certain segments of the book market, but also about the definition competitive advantage books as a product in the system of commodity-money relations. Today, when the incomes of the population are declining, when inflation is growing, it is quite difficult to do this.

Book publishing depends on the socio-economic development of the country, so the problems of the economy largely determine the problems of the book industry.

It is premature to say that the position of the book market is steady and stable. The limiting factors for the development of the book market include, first of all, the limited financial capabilities of its participants, and problems associated with the consumer.

Reading in the market environment has become not only pragmatic, but also functional. The buyer acquires the book, based on the belief in its expediency, necessity. In the 1970s and 1990s, books were cheap, sometimes bought for the sake of buying, and could go unread. Today, the choice of the buyer is more balanced.

A much more serious problem is related to the level of income of various groups of the population, since the book market is too dependent on this. It is obvious that the price of book production must be much higher than the cost of its production. A book is an intellectual, creative, unique product. The book should not be cheap due to its specifics, or should be cheaper as a result of state support for book publishing and book distribution.

The book trade is an intermediary between the publisher and the reader. In retail trade, the process of circulation of book products is being completed through certain technological and commercial processes. The specifics of the goods sold - books, the features of the book market determine the specifics of marketing activities in the market of book products, the formation of the assortment.

Formation process trade assortment all trade workers pay great attention. This is due to the fact that the commercial success of the store depends on how rationally the assortment list is selected.

Thus, the most important principle in the formation of an assortment of goods in a bookstore is to ensure that it corresponds to the nature of the demand of the population. It should provide for the comprehensive satisfaction of customer demand within the selected market segment. The breadth of the choice of book products, the range of additional services provided to the buyer in the store, make the bookselling retail enterprise attractive to visitors.

Zintsova M.V.,

Candidate of Economics, Associate Professor of the Department

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Before proceeding with the study, it is necessary to determine which trade enterprise should be considered a bookstore.

Book store- it's an enterprise retail, which sells publishing book products. As a rule, the bookstore has shopping room where products are sold (and internal advertising of the store), as well as warehouses for receiving and storing the bookselling assortment. Aigistov R.A. Current state Moscow book trade. - M.: RKP, 2005, p. 71

A distinctive feature of a bookstore is its constant presence in the market, its constant readiness to satisfy the needs of customers. Now in Moscow there are many different "book fairs", "sales", "clubs", etc. Often these events take place in separate rooms, in large areas, under the appropriate signs. However, they usually have the status of temporary events, and the store must work constantly, in a specific place, according to a certain schedule, which should suit the majority of buyers.

The point of sale should have some external signs of a bookstore: a signboard, a book showcase, etc. In other words, if a potential buyer walks down the street, he should see information that books are sold in this place: a signboard (albeit a small one), an advertisement, etc. Large departments of books located in shopping centers can also be considered bookstores, since a potential buyer knows that book sales are also carried out in this place. A separate room in a large library, given over to the sale of books, can also be considered a bookstore, since in this place, the client is informed in advance about the availability of books, including those for sale.

The shop premises should be separate, with a separate entrance. Book trade, deployed in the "corner", in the foyer of the institution, on the "wall", cannot be considered a store. Finally, the store primarily carries out trade (mainly retail), and not only taking orders and non-exhibition activities without selling, etc.

1) The largest bookstores ("giants")

The researchers included the largest Moscow stores in this group: Moscow House of Books on Novy Arbat, Trade House Biblio-Globus, Trading house book "Moscow" and the House of Books "Young Guard". These stores have been operating on the market for several decades and are consistently perceived by consumers as the main sources of purchasing books in Moscow. They provide a large volume of trade and have large retail space in convenient and familiar places for the buyer. According to the estimates of the Moscow Book Chamber, this group provides more than half (54.8%) of the citywide turnover of stationary retail bookselling;

2) Bookstores bookstores

In addition to the Moscow House of Books chain of stores, this group includes stores of such chains as the New Book Center, the chain of the AST publishing group, Top-Kniga (the Chitay-Gorod stores were considered as belonging to this chain), "Bookbury", "Edelweiss", "Bibliosfera" and some others. In total, this group includes 101 enterprises (including the Moscow House of Books on Novy Arbat);

3) Self-operating ("independent") bookstores

This is the largest group of retail booksellers. They realize the main social function of the book trade - the access of buyers to a fairly wide range of book products, in a place convenient for buyers and at a convenient time for them;

4) Publisher Stores

Over the past decade, in connection with the significant changes taking place on the Moscow bookselling scene, many publishing houses have opened their own bookstores. A total of 33 such outlets. As a rule, these stores offer a rather narrow assortment of "their" books of the publisher and "foreign" publications of similar subjects, purchased from other publishers (by exchange or ordinary sale and purchase). Among the shops of publishing houses, there is a high proportion of shops of humanitarian (“intellectual”) books. Such stores, as a rule, specialize in topics intended for a relatively narrow circle of readers.

5) Religious Book Stores

This is a small group of shops, usually located at the operating temples or close to them. In such stores, as a rule, a not very wide range of religious (mainly Orthodox) publications is offered, issued by the editorial and publishing departments of monasteries, churches, church institutions or several specialized publishing houses;

6) Shops for school supplies, which presents a fairly wide range of textbooks and educational literature. This group of retail trade enterprises is also not numerous. These businesses are not strictly bookstores, but provide access to books for the public and generally meet the criteria listed above. Also in Moscow there are many retail bookselling enterprises occupying separate premises in newly built shopping centers. Although these enterprises are more like large kiosks, they are still classified as bookstores, since they occupy a fairly large area (more than 10 square meters) and offer a wide range of books (usually more than 10,000 titles).