我国独立书店的发展与转型

发布时间：2018-01-13 04:25

本文关键词：我国独立书店的发展与转型　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：当今已是数字化时代,阅读方式的数字化、网上书店以及店铺租金的上涨给独立书店的生存带来了不好的影响。在国家政策的帮助下,大部分独立书店在困境中找到了重生的希望,书店开始改变经营策略,通过对书店进行装修设计、图书挑选、举办文化沙龙、新媒体宣传等方式,来增加读者粘性。独立书店一直都是文化传播的平台,很多学者对于它们的倒闭和困境感到惋惜和留恋。独立书店如何在困境重重的情况下走出一条成功的转型之路是一件具有实际意义的研究项目。本文运用理论结合实际的方法,对国内著名的、转型成功的独立书店的盈利模式进行了分析和归纳,为独立书店的未来发展起到导向作用。全文从产生背景、书业发展状态、所面临的困境、文化价值、转型对策等多个方面,对我国独立书店的发展与转型进行系统的阐述。第一部分,主要介绍我国独立书店的研究意义、目的;并对国内外独立书店的现状进行了详细的分析;第二部分从我国书业的大环境入手,论述我国书业的发展现状;再从局部入手,对独立书店的定义进行了准确的概述,其次介绍我国独立书店的经营现状。第三部分探讨了我国独立书店面临困境的主要原因。第四部分对我国独立书店的文化价值进行了分析。第五部分对我国独立书店转型提出了相应的对策和建议。第六部分对独立书店的未来和转型道路做了预测,希望独立书店通过不断的努力和创新,走出一条属于自己的有特色的道路来。我国独立书店,依靠多元化的经营模式、人性化的服务、特色的运行机制,表现其独特的发展优势和经营能力。但是运营成本的上涨、网络书店的竞争、数字化出版物及阅读终端的出现以及盈利模式的僵化等因素制约了我国独立书店的发展。在国家政策方面,相关国家政策还需要完善,加大政府支持,打造企业品牌,利用新媒体营销手段进行推广和宣传是我国独立书店的不断走向成功的基本保障。
[Abstract]:Now is the digital age, the digitalization of reading, online bookstores and the increase in store rents to the survival of independent bookstores has a negative impact. Under the help of national policies. Most independent bookstores found the hope of rebirth in the difficult situation, the bookstore began to change its management strategy, through the bookstore decoration design, book selection, holding cultural salon, new media publicity and so on. Independent bookstores have always been a platform for cultural communication. Many scholars feel sorry and nostalgia for their failure and predicament. It is a practical research project that how independent bookstores can make a successful transition under the difficult circumstances. A realistic approach. This paper analyzes and summarizes the profit model of the famous and successful independent bookstores in China, which plays a guiding role in the future development of independent bookstores. The development and transformation of independent bookstores in China are systematically expounded in the aspects of cultural value and transformation countermeasures. The first part mainly introduces the significance and purpose of the research of independent bookstores in China; The present situation of independent bookstores at home and abroad is analyzed in detail. The second part begins with the general environment of China's book industry, and discusses the current situation of the development of our country's book industry. Then from the local point of view, the definition of independent bookstore is accurately summarized. The third part discusses the main reasons why independent bookstores are facing difficulties. Part 4th analyzes the cultural value of independent bookstores in China. Part 5th analyzes the cultural value of independent bookstores in China. In the 6th part, the author forecasts the future and transition path of independent bookstores. Hope that independent bookstores through continuous efforts and innovation, out of their own unique road. Independent bookstores in China, rely on a diversified business model, humanized services, characteristics of the operation mechanism. Show its unique development advantage and management ability. But the rise of operating costs, the competition of online bookstores. The emergence of digital publications and reading terminals and the fossilization of profit models restrict the development of independent bookstores in China. In terms of national policies, relevant national policies need to be improved and government support increased. Creating enterprise brand and using new media marketing means to promote and propagate are the basic guarantee for the success of independent bookstores in our country.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G239.23

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