摘要
互联网时代,实体书店受到数字出版的冲击、网上书店的挤压、多媒体娱乐的竞争,处境日益艰难。2015年后稍有回暖,并逐渐在全民阅读的国家政策扶助和出版行业的努力下出现复兴,从单一的售书文化模式创新出多种特色的经营模式。文章对上海26家实体书店进行考察,总结发现了"书+"形式、主题经营形式、文化空间形式、粉丝营销形式、O2O形式五种特色经营模式。通过对这五种特色经营模式进行分析,给正在转型期的中国实体书店业以启示和借鉴。
In the Internet era, physical bookstores are suffering from the impacts of digital publishing, the squeeze of online bookstores and the competition of multimedia entertainment. After 2015, there was a slight recovery. With national policy assistance and the efforts of publishing industry, physical bookstores revived gradually and innovated a variety of characteristic management forms. Taking Shanghai specialty bookstores as examples, after investigating 26 physical bookstores in Shanghai, five featured business forms including 'book+' form, thematic management form,cultural space form, fan marketing form and O2O form have been found. Through the analysis of these five characteristic management forms, the research provides enlightenment and suggestions for the Chinese physical bookshop industry in the transition period.
作者
崔英超
CUI Ying-chao(School of Journalism and Communication,Shanghai University,Shanghai 200072,China)
出处
《编辑之友》
CSSCI
北大核心
2019年第3期21-27,共7页
Editorial Friend
关键词
实体书店
特色经营
“书+”形式
阅读体验
physical bookstore
characteristic management
'book+'form
reading experience