实体书店商业模式场景化建构探析

Analysis on the Scenario Construction of the Business Model of Physical Bookstores

以大数据、云计算为代表的信息技术带来了激烈的生产范式转换,场景在商业情境中的嵌入逐渐加深。人-货-场关系的再构,导致实体书店商业模式需要基于场景逻辑转型升级。已有研究多是将场景理论作为实体书店商业模式转型的路径之一加以探讨,从场景理论本身出发,全方面考察实体书店商业模式建构的文章还很少。鉴于此,本文尝试从以下方面进行创新:以场景理论为支撑,围绕情感体验、用户导向、平台连接度、社群生态圈、场景力配置五个方面提出实体书店商业模式场景化建构模型,并从用户识别、体验配置、渠道融合和深度营销四个方面探讨实体书店商业模式场景化建构的具体路径。

Information technology represented by big data and cloud computing has brought about a fierce paradigm shift in production,and the embedding of scenes in the business context gradually deepened.The reconstruction of the relationship among people,goods and scenes has led to transformation and upgrading of the business model of physical bookstores based on logical scenes in the post-pandemic era.Most of the existing studies have discussed the scene theory as one of the ways to transform the business model of physical bookstores.There are a few articles that consider the construction of the business model of physical bookstores in all aspects from the perspective of the scene theory itself.In view of this,this paper makes innovations from the following aspects:supported by the scene theory,this paper puts forward the scenario construction model of the business model of physical bookstores from five aspects:emotional experience,user orientation,platform connectivity,community ecosystem,and scenario force configuration,and discusses the specific path of the scenario construction of the business model of physical bookstores from four aspects:user identification,experience configuration,channel integration,and deep marketing.