诚品书店与日本茑屋书店经营策略研究

Research on Management Strategy of Famous Bookstore :Taking Eslite Bookstore and Tsutaya Bookstore as Examples

由于网络购书和移动阅读的盛行,书店实体书店的经营受到一定程度的影响,不少人对书店的未来抱持悲观的看法。但观察邻近的文化圈,台湾地区诚品书店和日本茑屋书屋却在书店经营策略上有其独到之处。通过分析能总结出五大相似点:(1)以书店为核心的多元创新发展;(2)以顾客需求为核心的互动式体验;(3)明确定位商店类型与客户群体的方向;(4)会员数据库的应用与分析;(5)建筑风格以美学设计为本。这些特点为实体书店的经营方向提供了参考价值。

Many people hold a pessimistic view of the future of bookstores because of the popularity of online bookstores and mobile reading. However, we observe the nearby cultural circle, the Eslite bookstore in Taiwan and the Tsutaya bookstore in Japan has its originality marketing strategy. Through the analysis of Eslite and Tsutaya, we can find five features ： （1） the development of the bookstore as the core of the multivariate innovation; （2） interactive with the customer as the core experience; （3） clarifying positioning store types and customer groups; （4） application and analysis of the membership database ; （5） the architectural style to the aesthetic design of the. These features provide reference value for the management direction of the other bookstore.