基于SIVA营销组合理论的英美独立书店经营创新研究  

Research on Business Innovation of British and American Independent Bookstores Based on Siva Marketing Mix Theory

作　　者：刘锐 Liu Rui(Institute of Humanities and Arts,Shanghai Jiaotong University,Shanghai,200240)

机构地区：[1]上海交通大学人文艺术研究院,上海200240

出　　处：《出版科学》2022年第4期59-66,共8页Publishing Journal

基　　金：国家社会科学基金重大项目“丝绸之路经济带沿线国家文化产业合作共赢模式及路径研究”(17ZDA044)研究成果之一。

摘　　要：基于SIVA营销组合理论研究英美独立书店经营创新,可以发现,其善于把握消费者的需求和变化,与之建立一对一的良好品牌沟通对话机会,帮助其缩短决策路径,快速到达入口。面对网络书店的冲击,英美独立书店曾经一度衰落,然而经过一系列调整和变革,近年来其数量和规模奇迹般地出现“触底反弹”。具体包括:洞察消费痛点,探索解决问题方案;链接资源主体,完成信息触点构建;彰显溢出效应,创造共享立体价值;缩短营销半径,打造优质用户体验。英美独立书店经营创新对于我国实体书店发展具有参考价值和借鉴意义。Based on Siva marketing mix theory,it is found that British and American independent bookstores are good at grasping the needs and changes of consumers,establishing one-to-one good brand communication and dialogue opportunities with them,helping them shorten the decision-making path and quickly reach the entrance.Facing the impact of online bookstores,British and American independent bookstores once declined.However,After a series of adjustments and changes,their numbers and scales miraculously“bottom out”in recent years.Specifically,it includes:insight into consumption pain points and explore solutions to problems;Link the resource subjects and complete the construction of information contact;Highlight the spillover effect and create shared three-dimensional value;Shorten the marketing radius and create high-quality user experience.The operation innovation of independent bookstores in Britain and the United States has reference value and significance for the development of physical bookstores in China.

关 键 词：独立书店 SIVA 理论 经营 创新 

分 类 号：G235[文化科学]