实体书店商业转型模式与机制研究——以上海钟书阁书店为例

The Study on Business Transformation Model and Mechanism of Entity Bookstore——Taking Shanghai Zhong Shu Ge Bookstore as An Example

在消费升级和市场竞争等多重压力下,实体书店经营举步维艰,如何摆脱经营困境,构建新型商业业态成为近年来实体书店转型研究的焦点。本研究以上海钟书阁书店为例,探索实体书店转型模式和转型机制等问题。研究发现:(1)实体书店商业转型主要从内部管理升级和外部经营拓展两个维度双管齐下。一方面优化产品结构、提升消费体验和加强顾客感知价值管理,另一方面强化差异化定位、实施品牌延伸战略和构建多渠道盈利模式。(2)传统实体书店商业业态转型应该走"文创+"再造型的路径模式。通过创建文创类消费场景,丰富顾客消费体验和提高顾客感知价值,彰显书店差异化定位,打造强势品牌和实施品牌延伸,构建书店的多渠道盈利模式。(3)实体书店成功转型是通过再生机制和再造机制完成的。实体书店商业转型应挖掘书店中的"文化"和"创意"元素,通过再生机制把"文创"元素有机融入书店品牌,通过再造机制完成实体书店从弱品牌单一盈利渠道向强品牌多元盈利渠道的商业模式成功转型。本文研究结论对于实体书店实现商业转型具有一定的参考价值和实践意义。

Under the multiple pressures of consumption upgrading and market competition,the operation of entity bookstores is difficult.How to get rid of the dilemma of business and build a new business model has become the focus of the study on the transformation of entity bookstores in recent years.This study takes Shanghai Zhong Shu Ge bookstore as an example to explore the business transformation model and transformation mechanism of entity bookstores.The study found that:(1)The business transformation of entity bookstores is mainly carried out from two aspects:internal management upgrade and external business development.On the one hand,it can optimize product structure,improve consumer experience and enhance customer perceived value management.On the other hand,it can strengthen the differentiated positioning of entity bookstores,and then implement brand extension strategy and build multi-channel profit model.(2)Traditional entity bookstores can transform the business model through the path model of"culture creativity plus"re-modeling.By creating a cultural and creative consumer scene,consumers’consumer experience and perceived value are enhanced.In turn,entity bookstores can demonstrate differentiated positioning to build a strong brand and implement brand extension,and ultimately build a multi-channel profit model.(3)The successful transformation of entity bookstores is accomplished through regenerative mechanisms and reengineering mechanisms.The entity bookstore should explore the cultural elements and creative elements of the bookstore in the process of business transformation.Through the recycling mechanism,these elements are integrated into the brand of the bookstore,and then through the reengineering mechanism,the business model of the entity bookstore is successfully transformed from the single profit channel of the weak brand to the diversified profit channel of the strong brand.The conclusion of this study has certain reference value and practical significance for the realization of business transformation in entity bookstores.