【作者】 王伟；

【导师】 王平；

【作者基本信息】 安徽财经大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 近几年,我国的电子商务发展飞速,这对传统的零售业来说如同一股寒风,像实体书店这种最为传统的图书零售形式也同样面临着经营困境。不仅如此,电子出版物如智能型手机、平板电脑、电子阅读器这种基于数字出版技术和终端的电子产品也日益受到人们的喜爱。在面对来势汹汹的各方冲击时,传统实体书店决不能束手待毙,要克服困境,努力探索出一条适合自身发展的转型之路。本文在梳理了电子商务背景下传统实体书店的生存困境,并以皖新传媒企业(前身安徽新华书店)的转型发展作为具体案例进行分析,以便为皖新传媒和其他传统书店的企业转型提供方向指导。内容主要介绍如下:第一章是绪论,介绍的主要是此篇论文的背景、目的以及意义;第二章是论文的相关理论;第三章分析了当前电子商务背景下传统实体书店所面临的困境,分别从网络书店、电子书和国民阅读习惯的改变三个角度分析了对传统书店的冲击;第四章分析了在当前电子商务环境下皖新传媒的企业概况,第五章介绍了皖新传媒在电子商务环境下的转型发展阶段,第六章分析了皖新传媒在电子商务环境下转型的路径依赖,第七章是针对传统书店转型发展给出了自己的一点对策建议;第八章为研究结论、研究不足及未来展望。通过对皖新传媒的企业转型案例分析研究,传统书店已不再是单纯的以图书为主的卖场,而是逐渐转向卖场复合式经营,同时开始向产业链的上下游延伸。书店在转型过程中有明显的路径依赖特征,同时通过对动态能力的培养,弥补了自身的资源能力缺口,超越了路径依赖。更多还原

【Abstract】 In recent years,China’s rapid development of e-commerce,which the traditional retail industry is like a cold,like the physical bookstore,the most traditional forms of retail.Retail is also facing operational difficulties.Not only that,electronic publications such as smart phones,tablet PCs,electronic readers based on digital publishing technology and terminal electronic products are increasingly being loved.In the face of the impact of the parties to the menacing,the traditional physical bookstore must not wait,to overcome the difficulties,and strive to explore a transformation suited to their own development path.This paper analyzes the predicament of traditional physical bookstores under the background of e-commerce,and analyzes the transformation and development of Anhui Xinhua media(formerly Anhui Xinhua Bookstore)as a specific case,so as to provide direction for the transformation of Anhui Xinhua media and other traditional bookstores.guide.The main contents are as follows: The first chapter is the introduction,mainly introduces the background,purpose and significance of this paper;The second chapter is the theory of the paper;The third chapter analyzes the current e-commerce under the traditional physical bookstore The author analyzes the impact on the traditional bookstores from three aspects: the network bookstore,the e-book and the national reading habits.The fourth chapter analyzes the enterprise’s general situation of Anhui Xinhua media under the current e-commerce environment.In the fifth chapter,Chapter 6 analyzes the path dependence of the transformation of traditional bookstores under the environment of e-commerce.Chapter 7 gives some suggestions on the transformation and development of the traditional bookstore.Chapter 8,the development of e-commerce,For the research conclusion,the research insufficiency and the future prospect.Through the case study of Anhui Xinhua Media’s transformation,the traditional bookstore is no longer simply a book-based store,but gradually turned to the store compound operation,at the same time began to extend the upstream and downstream industry chain.Bookstore in the transition process has obvious path-dependent features,through the dynamic capacity of training,make up their own resource capacity gap,beyond the path dependence.更多还原