复兴与示范的双重幻象:亚马逊布局实体书店的意图、现状与局限  

The Dual Illusion of Revival and Demonstration: the Intentions, Status Qquo and Limitations of Amazon Brick-and-mortar Bookstores

作　　者：谭小荷[1] 

机构地区：[1]西南民族大学文学与新闻传播学院,成都610000

出　　处：《出版科学》2017年第6期70-76,共7页Publishing Journal

基　　金：中央高校基本科研业务费专项资金资助项目(82002488)阶段性成果

摘　　要：近两年来,英美电子书销售增长停滞,纸质书逐步回暖。亚马逊扩大纸质书市场份额并陆续开设实体书店,这一"回归"之举不仅在美国本土引发震动,也让国内出版界人士密切关注:实体书店是否正在复兴?亚马逊书店是否能给国内实体书店带来某种示范效应,开辟新的生存空间?本文认为,亚马逊实体书店的战略意图在于搜集线下数据、促进高级会员注册和布局实体零售,其经营导向存在局限。国内实体书店一方面缺乏亚马逊书店的数据资源和垄断背景,另一方面也拥有自己独特的书店传统和价值取向,所以很难从亚马逊的实体书店之路中得到切实有效的借鉴。In the past two years, sales of ebooks shrank in the UK and the USA while physical books increased.Amazon expanded paper book market share, coupled with the Amazon opened its brick-and- mortar bookstores one after another, so that some optimists excepted the physical bookstores will revive. Can Amazon bookstores bring good examples to the domestic entity bookstore？ This article believes that the arrival of Amazon bookstores is part of a bigger picture. The basic purpose of the Amazon Books is to collect offline data, promote Prime membership and layout of entity retail. There are some limitations in Amazon Books＇ management orientation.The domestic entity bookstore lacks the data resources and the monopoly background as Amazon bookstores, also has own unique bookstore traditions and the value.Therefore, the domestic bookstores cannot learn from Amazon＇ s experience.

关 键 词：亚马逊书店 实体书店 战略意图 经营模式 

分 类 号：G235[文化科学]