民营实体书店的营销突围研究:基于体验营销创新的视角

Study of Private physical bookstores marketing breakthrough——Based on the perspective of experiential marketing innovation

在互联网、数字媒体、电子商务的高速发展下迅速兴起的网络书店对实体书店产生了巨大的冲击,数量众多的民营实体书店正面临着前所未有的挑战和危机,在此背景下已有部分民营实体书店运用体验营销的思维进行创新与变革而成功突围。本文通过对国内民营实体书店的生存现状及其经营环境进行深入分析和总结,并对成功案例进行详细分析探讨,在此基础上提出民营实体书店开展体验营销的一些创新思路和建议,为民营实体书店的走出困境和创新发展提供借鉴。

In recent years, with the rapid development of Internet, digital media and e - commerce network bookstore grew rapidly and has a huge impact on the physical bookstores. Large Numbers of private physical bookstores are facing unprecedented challenges and crises. However, it does not mean that the development of the private physical bookstores is doomed to terminate. In fact, many physical bookstores have been using experiential marketing method to innovate and achieve success. This article will discuss and summarize the present situation of domestic private physical bookstores ＂ survival and operating environment, analyze several successful cases, and propose some ideas and suggestions about how the private physical bookstores should carry out the experiential marketing innovation, as well as provide some useful ref- erences for the private physical bookstores innovative development in order to get out predicament.