我国实体书店的困境与发展对策研究

发布时间：2018-05-30 06:00

本文选题：实体书店 + 新华书店　；参考：《湖南师范大学》2015年硕士论文

【摘要】：随着我国文化体制改革的深入以及科学技术对出版业的重塑,传统图书发行业在资源占有、利益分配、竞争格局、企业形态等方面都发生了重大变化。在行业变革中,受网络书店、数字出版、读者阅读习惯、历史竞争格局等因素的影响,我国实体书店尤其是民营实体书店遭受了强烈的冲击,正面临着严峻的生存危机。全面地分析导致当前实体书店集体性经营困境的原因、理智地评估实体书店存在的必要性与可行性、科学地探讨实体书店的发展对策,对我国实体书店谋求转型升级、摆脱生存危机具有重要意义。文章首先简介了实体书店的发展历史脉络,梳理了新华书店和民营书店的发展历程,并从网点数量和从业人员数量两方面对我国实体书店的现状进行分析探讨。接着使用“长尾理论”“波特五力模型”两大理论对我国实体书店的困境进行分析讨论,并对我国实体书店的两大阵营——新华书店阵营和民营书店阵营各自面临的困境进行了剖析,认为网络书店的冲击、数字出版的替代、偏低的国民阅读率和阅读方式的改变、经营成本的上涨、利润空间的减缩是导致当前实体书店集体性经营困境的主要原因。然后,从政治、经济、文化三个角度切入,对我国实体书店存在的必要性进行分析,从政策机遇和市场机遇两方面着手,对我国实体书店存在的可行性进行探讨,并对近几年国家及各地区政府颁布的拯救实体书店的政策进行了梳理。最后,从国家救助、社会帮扶、实体书店自救三方面探讨实体书店的发展对策,并重点分析实体书店的自救策略,认为当下实体书店应当找准自身定位,明确自身的角色和经营取向,尽可能通过连锁经营和科学高效的管理方式降低经营成本,同时利用互联网平台开展线上业务,坚持以读者为本,提供更优质的服务。此外,文章还对未来实体书店的模式进行了预测,认为“文化Mall”式大书城、社区书店、书吧三类应是其主要类型,并形成以大书城为骨干、以社区书店为基石、以书吧为补充的立体式销售格局。
[Abstract]:With the deepening of China's cultural system reform and the reshaping of the publishing industry by science and technology, great changes have taken place in the traditional book publishing industry in the aspects of resource possession, benefit distribution, competition pattern, enterprise form, and so on. Under the influence of network bookstores, digital publishing, readers' reading habits, historical competition pattern and so on, the real bookstores, especially the private real bookstores in our country have suffered a strong impact and are facing a severe survival crisis. This paper comprehensively analyzes the reasons leading to the predicament of collective operation of real bookstores at present, evaluates rationally the necessity and feasibility of the existence of physical bookstores, probes into the development countermeasures of physical bookstores scientifically, and seeks to transform and upgrade the real bookstores in China. It is of great significance to get rid of the crisis of survival. This paper first introduces the history of the development of entity bookstores, combs the development course of Xinhua Bookstore and Private Bookstore, and analyzes the present situation of our country's entity Bookstore from two aspects: the number of outlets and the number of employees. Then using the "long tail theory" and "Porter's five Force Model" to analyze and discuss the predicament of our country's physical bookstores. This paper also analyzes the difficulties faced by the two camps-Xinhua Bookstore camp and the Private Bookstore camp in our country, and points out that the impact of online bookstore, the substitution of digital publishing, the low national reading rate and the change of reading style. The increase of operating cost and the reduction of profit space are the main reasons leading to the predicament of collective operation of entity bookstores. Then, from three angles of politics, economy and culture, this paper analyzes the necessity of the existence of physical bookstores in our country, and probes into the feasibility of the existence of physical bookstores in our country from the two aspects of policy opportunities and market opportunities. And in recent years, the national and regional governments issued the policy of saving entity bookstores. Finally, this paper discusses the development countermeasures of physical bookstores from three aspects of state assistance, social assistance and self-saving of physical bookstores, and analyzes the strategies of self-saving of physical bookstores, and thinks that the present physical bookstores should find their own position. It is necessary to clarify its own role and management orientation, to reduce the operating cost by chain operation and scientific and efficient management as far as possible, and at the same time to use the Internet platform to carry out online business, adhere to the reader-oriented, and provide better service. In addition, the paper also predicts the future model of physical bookstores, and thinks that "cultural Mall" type bookstores, community bookstores and book cafes should be the main types of bookstores, and form a "big book city" as the backbone and a community bookstore as the foundation stone. To the book bar as a supplement to the three-dimensional sales pattern.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G239.23

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