基于4R营销视角的日本实体书店经营策略研究  

Study on Business Strategies of Japan's entity bookstores on 4R Marketing Theory

作　　者：吴琼 

机构地区：[1]南京大学历史学院,南京210023

出　　处：《出版科学》2017年第6期77-81,共5页Publishing Journal

基　　金：安徽高校人文社会科学重点研究项目"基于空间生产视域的安徽实体书店创新转型研究"(SK2017A0458);安徽省社会科学知识普及规划项目"大数据驱动下的安徽实体书店科普功能再造与保障机制研究"(Y2016001);安徽财经大学科研重点项目"大数据驱动下安徽公益广告众筹模式与保障机制研究"(ACKY1724ZDB)的研究成果之一

摘　　要：对作为出版强国的日本来说,书店一直都是一道亮丽的风景。但20世纪90年代以来,日本出版业在网络书店及电子书的双重夹击下遭遇"出版不况",实体书店经营困难,数量持续减少。以代官山茑屋书店、东京书床、淳久堂、书与啤酒书店为代表的实体书店凭借自身的营销创新依然逆势上扬,并且效益可观。本文以4R营销理论为视角,分析其经营理念和经营策略创新,意图找寻其成功之道。The business of bookstores has been rising and becoming a beautiful landscape. Since 1990s, Japan＇ s physical bookstores have been undergoing transform from prosperity to cut-down in number due to the competition from online bookstores and electronic book. On behalf of T-Site, JUNKU bookstore, Book and Bed Tokyo, B ＆ B bookstore as the representative of the entity bookstore book store with marketing innovation itself according to the rising trend, and considerable benefits. This article conducts a deep analysis on management of Japan＇ s bookstores on 4R Marketing Theory and attempts to find their path to success.

关 键 词：4R 营销 实体书店 营销创新 关系营销 

分 类 号：G239[文化科学]