Abstract The gross value of service industry in Taiwan has reached 63.3% of the GDP in 1998, and the percentage of the employed population in the service industry also accounted for over 50% (Central Statistics Service, 2000). In the service industry, the gross value produced by chain stores reached a market size of NT$18,190million in year 2002, and the proportion of chain management in the industry as was high as 33.62% (Department of Commerce, MOEA, 2003). Chain-Bookstores should plan for a marketing mix suitable to the needs of the corporation, establishing a differentiated yet high level of quality service so that in the process of making purchases, the customers will deeply remember the consumption experience, thereby strengthens the image of the brand name and loyalty of the customers. These are key issues that chain bookstores need to carefully evaluate and consider in developing a marketing mix strategy to effectively meet the trends and changes in the market. In light of the above discussion, the objectives of this study are to discuss the following: I.The development history and contemporary status of chain bookstores in the country. II.The application of primary marketing mix strategies in the chain bookstores of the country. III.Case study of the content of corporate marketing mix strategy, and conduct a comparative analysis and make recommendations on the feasibility of developing a chain bookstore marketing mix strategy. In respect of the chain bookstore market in the country, Eslite and Kingstone bookstores are used as case studies. Through literature review and in-depth interview, the marketing mix of the case study bookstores were reviewed, the results of the study are as follows: I.Management methodology: Strengthen the ability of distribution channel and reposition the brand name; make use of the price negotiation advantage to promote book sale through the mailing system. II.STP strategy: Expand the market segment to the Asia and Chinese region; conduct differentiated marketing in different regions; design marketing activities and product mix appropriate to the needs of local customers in the different regions. III.Marketing mix strategy: 1.Product: In order to grasp the trends of consumer tastes, product mix should be diversified and cross-discipline business cooperation should be encouraged. 2.Pricing: Market related products by value rather than by price. 3.Distribution channel: Combine local culture, to create differentiation in store designs. 4.Promotion: Make use of theme exhibitions, extended readings and community activities, and connect with the community-based living functions. 5.Staff: Promote the internal values of staff, which is helpful to the creation of brand image. 6.Physical evidence: Create a service environment and marks of tangible goods, which is helpful in the creation of a consumer environment and identifying a clear distinguished corporate image. 7.Service process: Strengthen the virtual distribution channel service, and effectively integrate corporate resources in the direction of customized service. Based on the results of the study, the following recommendations were made: I.Emphasize the professional niche of the bookstore to distinguish the differences in the corporate brand name and the marketing ability. II.In positioning the brand and executing the marketing strategy, the virtual website management model should be an integral part of the overall corporate considerations. III.Promote the efficiency of the logistics system, and strengthen the electronic business transaction service, so as to effectively decrease the cost of marketing and distribution. IV.Develop the extended niche of the brand, so as to strengthen the virtual and personalized customer service. Keywords¡GChain-Bookstores¡BMarket Positioning¡BMarketing Mix