民营实体书店创新商业模式的案例研究及设计——以宁京杭三家书店为例

Innovative Business Model of Private Entity Bookstore——A Case Study and Design of Three Bookstores

随着新经济时代的到来,特别是电子商务和网络书店的兴起,民营实体书店面临着前所未有的生存困境。高房租、电商高折扣竞争、电子阅读普及及自身的经营不善,导致薄利润,部分实体书店难以为继,严重制约着民营实体书店的发展。民营实体书店如何适应时代变迁,应对这种挑战,不断创新,重塑商业模式,已经成为理论界和实践界共同关注和亟待解决的一个问题。本研究以价值创新与商业模式等为理论基础,通过分析民营实体书店发展的制约因素,总结现有民营实体书店创新商业模式的经验及不足,提出并遵循商业模式重塑的原则,设计出一种新型的民营实体书店商业模式,为民营实体书店企业的经营提供理论指导。

With the arrival of the new economic era, especially the rise of E - commerce and online bookstores, private entity bookstores are faced with unprecedented survival plight. Because of high house rents, high discount competition, electronic reading popularity and poor management, some entity bookstores have great difficulty in continuing, which has severely restricted the development of private entity bookstores. Therefore. it has become a theoretical and practical problem to be solved for private entity bookstores to meet these challenges and reshape business models by making innovation continuously. With value innovation and business model as theoretical basis and through analyzing the factors restricting the development of private entity bookstores, this study summarizes the experiences and shortages of the existing innovative business models of private entity bookstores, puts forward the principles for reshaping business models, and designs a new business model for private entity bookstores so as to provide theoretical guidance for private entity bookstore enterprises.