编号：
毕业论文（设计）
题 目：网络环境下传统书店经营模式及对策 完 成 人： 班 级： 2010-02 学 制： 4年 专 业： 工商管理
指导教师： 完成日期： 2014-04-04
目 录
摘要 ·············································· (1) 一、网络环境对传统书店的冲击 ······················· (1)
(一)传统书店的经营现状 ······························ (1) (二)传统书店的发展困境 ······························ (2) 1．电子商务模式的出现 ·····························2．图书销售行业的激烈竞争 ··························二、传统书店的优势与劣势 ···························(一)优势 ········································· 1．良好的文化氛围 ·································2．满足各年龄层次消费者需求 ·························(二)劣势 ·········································1．价格高 ·······································2．受地理环境限制 ·································3．经营模式单一 ··································三、网络环境下传统书店新型经营模式 ·················· (一)体验式特色书店 ·································1．概念 ·········································2．功能 ········································· 3．适用范围 ····································· (二)现代复合书店 ···································1．概念 ·········································2．功能 ········································· 3．适用范围 ····································· (三)城市文化综合体 ·································1．概念 ·········································
(2) (3)
(3)
(3) (3)
(4) (4) (4) (4) (4)
(4) (5)
(5) (5) (5) (5)
(5) (5) (6) (6)
(6)
2．功能 ········································· (6) 3．适用范围 ····································· (7)
四、网络环境下传统书店的发展策略 ···················· (7)
(一)内部转变 ······································ (7) 1．转变经营模式，提升服务创新 ······················· (7) 2．利用电子平台，拓展销售渠道 ······················· 3．开展特色活动，加大宣传力度 ······················· (二)外部推动 ······································1．政策扶持 ·····································2．读者回归 ·····································五、结束语 ········································参考文献 ··········································Abstract ···········································
(7) (8) (8)
(8) (8)
(8) (9) (9)
网络环境下传统书店经营模式及对策
摘要：经济的发展，科技的进步，在市场竞争日益加剧的互联网时代，传统书店的发展受到了来自各方面的冲击与压力，惨淡经营。尽管如此，传统书店以其历史、地域、品牌等优势占据着市场份额，如何发挥独特优势，寻找生存发展的特色之路，是传统书店面临的主要问题。本文通过对传统书店发展背景的分析以及传统书店优劣势的对比，深入研究特色化传统书店的新型经营模式，并探索性地提出传统书店发展战略措施。
关键词：传统书店;网络环境;经营模式;特色化
传统书店，一度被认为一座城市思想与文化的主要标志，有着比其他城市风景更有魅力的色彩。它的存在是一座城市文明程度的象征，是一座城市呈现文化生态的窗口，同时也是一个国家、一个民族文化底蕴的见证，它始终坚守着作为“精神领袖”的职责，也正是因为这样，传统书店的存在价值被看重，所以当传统书店受到来自网络书店的冲击时，不少读者呼吁保护传统书店，留住文化内涵。毋庸置疑，若想在这风起云涌的互联网浪潮中展现书店的魅力，传统书店必须转变，转变经营理念，转变经营模式，转变营销策略，充分利用当代有利资源，从消费者心理需求出发，走特色化发展之路。
一、网络环境对传统书店的冲击
（一）传统书店的经营现状
“活着还是死去”，这种哈姆雷特式的拷问，让传统书店的存在成为大众热议的话题。近年来我国传统书店一直面临着经营困难，成本的压力，网络的冲击，数字阅读的侵蚀，让传统书店步履维艰，在绝境中生存。据不完全统计，近十年来，中国的实体书店消失了50％以上，而停业倒闭的趋势还在加剧。曾经风起云涌的不少实体书店、连锁书店现已纷纷关门停业。尤其在2011年，诸多知名民营书店面临集体性经营窘境：2011年7月，拥有17年历史的北京著名独立书店风入松贴出了停业通知，这一消息在网上不胫而走。让全国读书界发出一片唏嘘惋惜之声；同月，上海季风书园来福士广场店也因为房租过高宣布关闭，9月22日，广州市最后两家三联书店宣布停业。另外，有关众多大学周边书店萧条凋敝、难以为继的报道也
第 1 页 (共10页)
相关推荐：
loading