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survey about the price that consumers are willing to pay, ¥5-15 is the appropriateprice of the snacks (cookies, ice-creams cones, cupcakes, etc.) we are about toprovide. Here is a table of our major product and price:4.3 PlaceOur J & R independent book bar will be next to UIC new town, on the road to thethird refectory of Beijing Normal University, where close to the dormitories of UICstudents and are also available for students from Beijing normal university andBeijing Institude of Technology (Zhuhai). And the reasons are as followed:1)There are many students near the new town, most of whom are rich, willing to consume in books and leisure, which makes it a potential market to develop. And thus we can get many students as our customers.2)The new town is still under construction, whose infrastructure is not so complete and there are not so many places for recreation around it. Students who want to buy books or find a quiet and literary place to relax can only go to school or even further places which is inconvenient andunpleasant. So there is a big opportunity for our book bar to be welcomed.3) The new town is located at Huitong village, where the land price is lower and can decrease the
9cost of investment. So we can begin our business at a lower cost.4.4 Promotion1)Because of our geographical advantages—close to students’ dormitory, we can employ students to help advertise and launch some preferential policies for initial customers.2)Our price is much lower than UIC Heyi bookstore, which is a promotion to attractstudents.3)We can use Internet process to promote our book bar. For example, posting advertisement on WeChat and Weibo to catch people’s attention, encouraging students to forward those massages by means of giving them preference.4)We will do advertisement in UIC, including the old cultural town. We can advertise in school newspaper and other places, like computer desktops in F204. And we can also print and release some leaflets.5)Reputation is also a good way for promoting. We can build up a good reputation by offering enjoyable environment and high-quality service to customers and thenget good feedbacks. And those people will tell their classmates and friends about our bookstore naturally. That word of month is the best promotion.5.0 Operations and human resources requirements5.1 Hardware and software:5.1.1 Hardware:Our book bar focuses not only on the surroundings environment, but also onits inner quality. We plan to introduce wooden bookshelves, chairs and tables,classic lights with ability of protecting eyes when reading, different kinds ofdesserts and drinks, various types of books.The most important part are our main products—books. We plan to varybooks into the following kinds based on our online census:(1)Textbooks: Social Science, Nature Science, Art books, Computer booksand so on. This will occupy a medial part in our incomes, because customers willnot purchase these products so frequently, but if we sale one, the profit is huge.