互联网时代我国民营实体书店困境与突围路径——以宁波市民营实体书店为例

The Difficulties and Breakthroughs of Chinese Private Physical Bookstores in the Internet Age——Taking Ningbo Private Bookstores as an Example

通过问卷调查,发现宁波市民营实体书店存在缺乏资金支持、规模普遍较小以及书店定位不清等问题。互联网时代,民营实体书店应以用户需求为导向,打造"诗意化"的书店空间,并利用用户的"参与思维"实现书店的选书荐书;利用大数据实现用户的"精准画像",利用图书的长尾效应打造特色书店;实行"内容+社群"的营销模式;以书店场地为中心,实现复合文化空间拓展,打造多元化商业模式。

By a questionnaire investigation,it is found that there are problems such as the lack of financial support,the generally small scale,and the unclear positioning with Ningbo’s private physical bookstores. In the Internet era,private physical bookstores should make the following efforts: to create a 'poetic'bookstore space guided by user needs;to apply the user’s'thinking of participation'to book selection and recommendation for bookstores;to use big data to achieve'accurate portraits'of users;to use the book’s long-tail effect to create a distinctive management bookstore;to build a 'content + community'marketing model;and to focus on the bookstore venues to achieve a complex cultural space expansion and create a diversified business model.