实体书店平台建构策略研究——以皖新传媒和诚品生活为例  

Research on Construction Strategies for Brick-and-Mortar Bookstore Platforms——Examples of Anhui Xinhua Media and Eslite

作　　者：盛虎[1] 李子怡 何雅筑 SHENG Hu;LI Ziyi;HE Yazhu(School of Humanities,Central South University,410012,Changsha,China;Business School,Central South University,410012,Changsha,China)

机构地区：[1]中南大学人文学院,长沙410012 [2]中南大学商学院,长沙410012

出　　处：《数字出版研究》2025年第1期49-56,共8页DIGITAL PUBLISHING RESEARCH

基　　金：湖南省社会科学基金“实体书店新文化消费服务创新与平台化运营研究”(项目编号:23YBA017)。

摘　　要：在互联网的冲击下,实体书店的经营面临严峻挑战。可通过双边市场路径打造实体书店平台,在供给端建构多元文化服务能力,在需求端实现读者回归和用户增长,通过网络效应,达成服务与用户的精准匹配与双边增长,最终形成实体书店平台化运营。本文通过对皖新传媒和诚品生活两家书店进行案例分析,验证了实体书店通过投资扩展服务能力的有效性。实体书店深入挖掘垂类服务领域,逐步丰富线下服务场景,可有效重新聚合用户。同时,书店通过数智化后台建设和移动终端接口开发,可创新平台化运营模式,实现线上服务与线下消费场景的有机融合,建构特色化的文化综合服务平台。Under the impacts of the internet,brick-and-mortar bookstores are facing difficulties.Bookstore platforms can be built through two-sided market paths,by constructing multicultural service capabilities on the supply side,and attracting users on the demand side.With network effects,precise matching and bilateral growth of services and users can be reached,platform operation mode of brick-and-mortar bookstores can be formed.Through case study of Anhui Xinhua Media and Eslite,the effectiveness of bookstores in expanding service capability through investment was verified.Bookstores gradually enrich offline service scenarios by in-depth exploration of vertical services,can effectively re-aggregate users.Bookstores can innovate platform operation mode by constructing digital intelligence backend and developing mobile terminal interface.As a result,the organic integration of online services and offline consumption can be realized,characteristic cultural integrated service platforms can be built.

关 键 词：实体书店 文化综合服务 双边市场 皖新传媒 诚品生活 读者与用户聚合 

分 类 号：G239.23[文化科学] G230.7