我国实体书店的经营现状及转型策略探讨

摘  要

随着信息技术的不断发展，我国实体书店面临着与网上书城、电子阅读抗衡的压力，因此实体书店纷纷转型升级，改变了过去单一的经营模式。但是，从结果上来看，实体书店的发展仍然受到一定的影响，加之新冠疫情的影响，对实体书店的发展造成了更大的冲击。为了较为深入地研究我国实体书店的经营现状和转型策略。首先，分析我国实体店经营面临的困境，并以中信书店为案例，分析中信书店在经营发展中面临的问题，包括书店定位模糊、连锁经营风险较大、线上书店和疫情的威胁、书目同质性较高；针对这些问题，本文有针对性地提出了相关的建议：找准定位，实施差异化经营策略；改变门店连锁策略；搭建书店价值场景；优化书品更新策略。

关键词：实体书店；中信书店；经营现状；转型策略

Abstract

With the continuous development of information technology, my country's physical bookstores are facing pressure to compete with online bookstores and e-reading. Therefore, physical bookstores have been transformed and upgraded, changing the single business model of the past. However, in terms of results, the development of physical bookstores is still affected to a certain extent, and the impact of the new crown epidemic has caused a greater impact on the development of physical bookstores. In order to study the operating status and transformation strategies of physical bookstores in our country more in-depth. First, analyze the difficulties faced by physical store operations in my country, and use CITIC Bookstore as a case study to analyze the problems faced by CITIC Bookstore in its business development, including vague bookstore positioning, high risk of chain operations, threats from online bookstores and the epidemic, and the same bibliographical information The qualitative is high; in response to these problems, this article puts forward relevant suggestions: find the correct positioning, implement differentiated business strategies; change store chain strategies; build bookstore value scenarios; optimize book product update strategies.

Keywords: physical bookstore; CITIC Bookstore; operating status; transformation strategy

目  录

1绪论1

1.1研究背景与研究意义1

1.1.1研究背景1

1.1.2研究意义1

1.2研究现状1

1.2.1实体书店生存发展的困境的研究1

1.2.2实体书店转型升级战略研究2

1.2.3文献述评3

1.3研究思路、内容与方法3

1.3.1 研究思路3

1.3.2 研究内容3

1.3.3 研究方法3

2中信书店的经营现状5

2.1 2017-2019中信书店营业收入情况5

2.2中信书店门店经营的盈利模式6

2.3中信书店门店布局情况7

2.4中信书店门店选品策略7

3中信书店经营面临的问题9

3.1书店定位模糊9

3.2 线上书店和疫情的威胁9

3.3连锁经营风险较大9

3.4书目同质性较高10

4中信书店的转型策略11

4.1找准定位，实施差异化经营策略11

4.2 改变门店连锁策略11

4.3 搭建书店价值场景11

4.4 优化书品更新策略12

5结论13

参考文献