“新零售+体验式消费”视域下传统书店向新型书店的转型研究

Research on the Transformation of Traditional Bookstores to New Type of Bookstores from the Perspective of“New Retail+Experiential Consumption”

随着互联网经济的发展,民营实体书店纷纷转型为新型书店。新型书店主营业务是提供文化服务与文化产品。体验式消费与新零售理论可以帮助新型书店在文化消费模式上进行创新,从而提高这些新型书店的核心竞争力。文章从体验式营销作为切入点,以1家新型书店的营销策略和模式进行分析研究,以期为传统书店的转型、经营与营销管理提供一些建议。

With the development of the network economy,private entity bookstores are actively seeking transformation into new types of bookstores.The main business of these new bookstores is to provide cultural services and cultural products.Experiential consumption and new retail theories can help innovate the cultural consumption model of new bookstores,thereby enhancing their core competitiveness.This article analyzes and studies the marketing strategies and models of a new type of bookstore from the perspective of experiential marketing,aiming to provide some suggestions for the transformation,operation,and marketing management of traditional bookstores.