【摘要】 疫情放大了实体书店的困境,将图书消费的全部环节推向网络社群平台,实体书店和用户对网络社群的功能诉求急剧升级。后疫情时代,优化社群生态成为实体书店再次转型升级不得不面对的问题。文章梳理了网络社群从营销工具到营销模式再到商业模式的发展演化历程,基于网络社群作为一种商业模式的理论前提,探析了新冠肺炎疫情暴发后实体书店的网络社群运营现状,从社群关系、链接模式、价值共创和内容黏性四个维度,提出了后疫情时代实体书店社群生态升级路径。更多还原

【Abstract】 The epidemic has amplified the plight of physical bookstores and pushed all processes of book consumption to the online community platform.Both physical bookstores and users’ demands for the functions of the online community have sharply upgraded.In the post COVID-19 era,optimizing the community ecology has become a problem that physical bookstores have to face again in their transformation and upgrading.Firstly,this article combs the evolution of the online community:from marketing tools to marketing models and then to business models.Then,based on the theoretical premise of the online community as a business model,it analyzes the status quo of the post COVID-19 physical bookstore network community from four dimensions:community relationship,the mode of hyperlink,value co-creation and content cohesion.Finally,the ecological upgrade path of the physical bookstore network community in the post COVID-19 period is proposed.更多还原