电商对图书批销业的影响及其对策

The Impacts of E-commerce on Publications Fleet Sales and Counter measures

由于产品特征及其批销市场的差异,国内三类图书的批销渠道和商业模式均受到电商冲击,但又有所不同:一般图书传统批销渠道的利润空间受到加倍打击、对电商渠道形成较大依赖,面临着构建自有电商渠道、新型商业模式及整合产品价值链的难得机遇;教育图书批销渠道中,高教图书所受冲击较大、基教图书所受影响较小,但都需把握住打破单一渠道、自建电商渠道的有利时机;专业图书没有受到电商冲击,但具有未来渠道多元化、电子化带来冲击的隐忧。要应对电商冲击,整个图书批销业可以同时或相机采取商业运营、管理服务、实体经营等3大策略12条措施。

Because of the differences in product characteristics and fleet sales market,the impacts on the fleet sales channels and business models of three internal publications,which are exerted by ecommerce,are also quite different:To general publications,the room for benefits from the traditional fleet sales channels are influenced doubly and rely on e-commerce channels greatly,facing the rare opportunities to build up their own e-commerce channels and new business models and to intergrate the products value chain.To educational publications,the impacts on higher educational publications are profound,while the impacts on basic educational publications are little.But they all need to seize the moment to break the single channel and establish their own channels.As to academic publications,which are not impacted by e-commerce,still exist hidden troubles coming from the diversification and electronization of future channels.All in all,in order to cope with the impacts e-commerce exerted on,the whole publications fleet sales should take three tactics and twelve measures,such as commercial operation,management service and physical operating,in the meantime or step by step.