【作者】 张萍；

【导师】 李婧；

【作者基本信息】 首都经济贸易大学 ， 工商管理硕士（MBA）（专业学位）， 2018， 硕士

【摘要】 实体书店历来被看做是国家软实力和文化的象征,对塑造城市人文精神、促进社会和谐发挥着不可替代的作用。然而,进入互联网时代,受数字出版和网上书店的冲击、经营成本上涨等因素的影响,中国的实体书店遭遇了严重的生存危机,转型升级迫在眉睫。同时,近几年,受益于政府政策的激励与扶持,国内一些知名品牌书店如先锋、西西弗等,经过前期探索形成了一些较为成功的经营业态。如实现从单一售书场所向复合业态转变、24小时经营、O2O营销等。分析这些书店的业态,破解当前形势下实体书店的转型困局,对于未来探寻实体书店转型和业态创新具有重要意义。鉴于互联网+给实体书店带来的机遇与挑战,本文从新零售的角度,通过文献研究、田野调查及案例分析,提出了实体书店在互联网+背景下的转型路径,即注重从文化的角度去定义自身,实现互联网+下的差异化发展。通过典型案例分析,本文认为从用户思维出发探索互联网与实体书店的融合,创新经营业态,从而实现二者的共生与繁荣,将有助于实体书店的转型升级与良性发展。并从融合与差异化两个方面给出了具体建议:首先应从渠道融合、技术、物流融合、营销策略融合等方面打通实体书店与互联网的融合渠道;其次通过实施空间升级、场景洞察与场景搭建等战略实现差异化发展。实体书店具有极强的社会文化功能,其良性发展能够有效地传播社会文化和思想,持续为社会主义文化的发展繁荣贡献力量。本文关于互联网+背景下的实体书店业态转型研究,将为困境中的中国实体书店破局提供参考借鉴。更多还原

【Abstract】 The physical bookstores,which play an irreplaceable role in shaping urban humanistic spirit and promoting social harmony and stability,has always been regarded as a symbol of soft power of a country.However,after entering the Internet age,,affected by the impact of digital publishing、 network bookstores and rising operating costs,the entity bookstore industry in C hina has experienced a serious crisis,with a massive failures.The transformation and upgrading of physical bookstores is imminent.On the other hand,in recent years,benefited from the government policy and support,some domestic bookstores have tried to the explore the different formats of the transformation,and produce a batch of well-known brands such as Library Avant-Garde,SiSYPHE,etc.Some of the formation are successful,such as the transformation from a single book store to a complex business,24-hour operation,O2 O marketing,etc.In order to straighten the transformation of physical bookstores in the current situation,it is of great significance to research and analyze the operation mode of these bookstores,and to explore the transformation direction of physical bookstores for future.The rise of Internet technology has brought opportunities and challenges to the the physical bookstore.New retail,intelligence are gradually becoming the direction of China’s retail industry in the future,this paper argues that we should set out to explore the organic integration of Internet and the entity bookstore from the user’s minds,symbiosis and prosperity of entity bookstores and the Internet will be beneficial to realize the benign operation and the transformation and upgrading of the entity bookstore.By analyzing typical cases,this paper argues that the bookstores should explore the integration with Internet from the user’ thinking and innovate operation forms,so as to realize the symbiosis and prosperity for both of them.And next,specific suggestions are given from the following two aspects : first of all,channel integration,technology、logistics integration、marketing strategy integration should be established between entity bookstore and the Internet.Secondly,through the implementation of space upgrade,scene insight and scene building strategies to achieve differentiated development.The physical bookstore has a strong social and cultural function,and it is effective to spread the social culture and continuously contribute to the prosperity of the social culture.This paper studies the retail format innovation of the physical bookstore under the background of Internet + in order to pro vide reference for the C hinese entity bookstore which are in the predicament.更多还原