新零售环境下实体书店运营创新分析  

Analysis on Innovative Operation of Physical Bookstore under the Circumstance of New Retail Environment

作　　者：赵丹妮 陈艳[1] 刘玉珍 吴太妃 张磊[1] ZHAO Dan-ni;CHEN Yan;LIU Yu-zhen;WU Tai-fei;ZHANG Lei(Zhicheng College,Fuzhou University,Fujian Fuzhou 350002 Chin)

机构地区：[1]福州大学至诚学院,福建福州350002

出　　处：《科技创新与生产力》2018年第5期28-31,共4页Sci-tech Innovation and Productivity

基　　金：福建省大学生创新创业训练计划项目(201713470022)

摘　　要：针对目前电子商务环境下实体书店运营状况,笔者从消费者角度对实体书店运营成功实例进行研究,分析了在新零售时代实体书店面临的威胁与问题,并针对这些问题提出了相应的解决策略与创新的营销策略,指出通过建设多元化复合式经营模式,让实体书店与品质生活连接在一起,共同构建全民阅读的文化城市。In this paper, aiming at current operation situation of physical bookstore under the environment of e-commerce, the authors researched on successful examples of physical bookstore operation from perspective of consumers, and analyzed threats and problems faced by physical bookstore in new retail era. Then, the authors put forward corresponding solutions and innovative marketing strategies combined with physical bookstore. Finally, the authors pointed out that construction of diversified and combined operating model can realize connection of physical bookstores and high-quality life and jointly building cultural city of nationwide reading.

关 键 词：实体书店 新零售环境 电子商务 创新运营 

分 类 号：G239.23[文化科学]