后疫情时代中小实体书店的生存困境与纾困研究——基于武汉市实体书店的实地考察

The Survival Dilemma and Bailout Strategy of Small and Mediumsized Physical Bookstores in Cities in the Post-epidemic Era——Based on a field investigation of physical bookstores in Wuhan

运用田野调查法,对武汉市的中小实体书店的生存与发展状况进行深入研究,通过分析疫情对中小实体书店造成的影响,探讨“后疫情时代”中小实体书店的破局之道;认为中小实体书店应在各级政府和有关部门的政策支持下,重新思考自身定位和商业模式,通过调整经营结构、拓宽服务渠道、主动寻求合作等方式提升自身经营水平和抗风险能力,进而在危机中完成自身蜕变,实现良性发展。

This article uses the field investigation method to conduct in-depth research on the survival and development of small and medium-sized physical bookstores in Wuhan,and analyzes the impact of the epidemic on small and medium-sized physical bookstores,and discusses the way to break the situation of small and medium-sized physical bookstores in the post-epidemic era.Small and medium-sized physical bookstores incities should rethink their own positioning and business model with the policy support of governments at all levels and relevant departments,and improve their own business level and anti-risk ability by adjusting their business structure,expanding service channels,and actively seeking cooperation and eventuallycomplete their self-transformation and achieve healthy development.