图书出版社高校阅读体验店创新模式探析--以商务印书馆山西大学阅读体验店为例  

The Analysis of Innovation Model of Reading Experience Store of Book Concern in a University

作　　者：刘艳蓉[1] 李文龙[2] 王鲁美[1] 

机构地区：[1]青岛农业大学动漫与传媒学院,青岛266109 [2]山西大学经济与管理学院,太原030006

出　　处：《出版科学》2015年第3期74-77,共4页Publishing Journal

基　　金：“山东省省级精品课程建设研究项目‘传播学导论’(XDSJP2013001)”研究成果

摘　　要：在人民群众文化需求不断增长和网上书店蓬勃发展等因素的影响下,传统书店的经营理念和模式已不再适应图书消费市场需求,亟须转型发展书店新模式。而阅读体验店以其先进的经营理念、优越的环境以及人性化服务,将会逐步占据图书及其他文化产品消费市场。图书出版社高校阅读体验店进行图书及其他文化活动的体验营销,最大的创新在于与高校合作,从而使其获得低成本经营、庞大读者群支持及稳定作者群来源等益处。With the influence of people＇ s growing cultural needs, the traditional bookstore business concepts end models no longer meets the consumers＇ demand. Therefore, bookstores highly need to restructure and develop the new model. The reading experience stores show their advanced management concepts, excellent environment and human services, they could gradually occupy the books and other cultural products consumer market. Reading Experience of Book Store in a University runs the experience marketing of books and other cultural activities, whose biggest innovation is to cooperate with university, making it beneficial to obtain low business cost, a huge group of audience＇ s support and the source of the authors.

关 键 词：阅读体验店 合作经营 体验营销 图书作者群 

分 类 号：G230[文化科学]