实体书店应对移动互联网浪潮的转型策略研究

发布时间：2018-03-12 21:32

本文选题：移动互联网　切入点：实体书店　出处：《辽宁大学》2017年硕士论文　论文类型：学位论文

【摘要】：根据中国互联网信息中心(CNNIC)发布的《第35次中国互联网络发展状况报告》,2014年6月,中国手机上网比例首次超过传统PC机上网比例,手机网民规模超八成。移动互联网时代在中国已经全面到来。2014年因此被称作“中国移动互联网时代的元年”。随着移动智能终端的普及、传媒产业的调整、“互联网+”的战略提出,大量依托于移动互联网的产业蓬勃兴起。传统大众媒体融合加剧,受众的身份不断向用户转变,互联网思维成为热议的商业密码。整个社会的时代特征出现了诸多变化,同时也产生了新的机遇与挑战。然而随着互联网的发展,实体书店作为我国出版发行产业的终端销售环节,同时也是我国文化产业的重要分支,其发展和走向越来越成为了一个重要的社会议题。近十年来,我国实体书店中近五成相继倒闭关门,一派萧条景象。继2014年中国图书零售市场销售总额突破500亿元之后,2015年中国图书零售市场规模保持持续增长态势,总销售额达到624亿元。在众多影响因素中,“互联网+”对中国图书市场的发展起到了重要的推动作用。相较2014年实体书店取得3.26%的销售增长,2015年实体书店销售同比增长仅为0.3%,而网上书店零售市场规模则保持高速增长,同比增长达33.21%。实体书店在图书零售市场中所占比重也在进一步下滑,互联网无疑已经成为图书市场未来发展的最大机遇。本文便是立足于这样一个社会样态的大背景之下,以实体书店作为研究主体,来探讨在移动互联网时代背景下,实体书店作为一个行业,迎来了怎样的机遇与挑战,以及针对移动互联网的特点如何转变自身的定位和特色,以适应新的社会变化。同时结合国内外成功的经营案例,为移动互联网时代实体书店的发展提供行之有效建议。
[Abstract]:According to the 35th China Internet Network Development report released by China Internet Information Center (CNNIC), in June 2014, the proportion of mobile phones accessing the Internet in China exceeded that of traditional PCs for the first time. The mobile Internet age has arrived in China. In 2014, it was called "the first year of the Mobile Internet Age in China." with the popularity of mobile intelligent terminals, With the adjustment of the media industry and the strategy of the "Internet", a large number of industries relying on the mobile Internet have flourished. The integration of traditional mass media has intensified, and the identity of the audience has been constantly changing to users. Internet thinking has become a hot business cipher. There have been many changes in the characteristics of the whole society, but also new opportunities and challenges. However, with the development of the Internet, As the terminal selling link of publishing and distribution industry in our country, physical bookstore is also an important branch of Chinese cultural industry. Its development and trend have become an important social issue in the past ten years. Nearly 50% of the real bookstores in China have closed down and closed one after another, a depression. After the total sales volume of China's book retail market exceeded 50 billion yuan in 2014, the scale of China's book retail market maintained a sustained growth trend in 2015. The total sales volume reached 62.4 billion yuan. Among the many influencing factors, the Internet played an important role in promoting the development of China's book market. Compared with the 3.26% sales growth achieved by the physical bookstores in 2014, the sales of the real bookstores in 2015 were the same as those of the real bookstores. The ratio growth is only 0.3 percent, while the retail market for online bookstores is growing at a high speed. The year-on-year increase is 33.21. The proportion of physical bookstores in the book retail market is also further declining. The Internet has undoubtedly become the greatest opportunity for the future development of the book market. This article is based on such a social background. Taking the physical bookstore as the main body of research, this paper discusses what opportunities and challenges the entity bookstore has ushered in as an industry under the background of the mobile Internet era, and how to change its own positioning and characteristics in view of the characteristics of the mobile Internet. In order to adapt to the new social changes and combined with the successful business cases at home and abroad, this paper provides effective suggestions for the development of physical bookstores in the era of mobile Internet.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.23

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