过往,实体书店一直是销售书籍的重要载体,但随着电商的涌入,其面临的困境越来越多,如价格昂贵、不能适应消费者的需求变化、经营成本高、对消费者的信息获取不足、无法及时掌握并适应市场变化等。虽然电商对实体书店造成了严重挑战,但这也恰好说明了电商的优势所在,即它具有多样化的交易模式、开放性和共享性、便捷的支付和物流、强大的数据支持等。实体书店正好可以将电商的优势与自身的特点结合起来,从而实现自身的创造性发展,如完成线上线下的相互融合、创新营销策略、优化产品供应链等。本文虽然对电商如何促进实体书店的新发展作了一定程度的探索,但在此之外依然有诸多挑战和机遇有待揭示。In the past, physical bookstores have always been an important carrier for selling books, but with the influx of e-commerce, they are facing more and more difficulties, such as high prices, inability to adapt to changes in consumer demand, high operating costs, insufficient access to consumer information, and inability to grasp and adapt to market trends in a timely manner. Although e-commerce poses a serious challenge to physical bookstores, this just illustrates the advantages of e-commerce;that is, it has diversified transaction models, openness and sharing, convenient payment and logistics, strong data support, etc. Physical bookstores can combine the advantages of e-commerce with their own characteristics, so as to achieve their own creative development, such as completing the integration of online and offline, innovating marketing strategies, and optimizing the product supply chain. Although this paper explores to a certain extent how e-commerce can promote the new development of physical bookstores, there are still many challenges and opportunities to be revealed.
随着数字化阅读的兴起和网络书店的竞争,实体书店面临着前所未有的挑战,但仍有一些独立书店,在实体经济面临挑战的背景下,开创出独特的场景营销策略,通过提升读者阅读体验、线上线下同步营销、打造场景化阅读空间等方式打开营销渠道。本文以上海市黄浦区泡芙云书店为典型案例,能够探讨实体书店在场景营销下的创新经营模式,并为实体书店的生存发展提供策略性建议。With the rise of digital reading and the competition from online bookstores, brick-and-mortar bookstores are facing unprecedented challenges. However, some independent bookstores have developed unique scene marketing strategies in the context of the challenges faced by the real economy. They have opened up marketing channels by enhancing the reading experience for readers, synchronizing online and offline marketing, and creating scene-based reading spaces. This article takes the Paofu Yun Bookstore in Huangpu District, Shanghai as a typical case to explore the innovative business model of brick-and-mortar bookstores under scene marketing and provide strategic suggestions for their survival and development.
