关于实体书店与网上书店如何实现融合的若干思考

发布时间：2018-10-26 09:20

【摘要】：近十年以来，实体书店的经营状况尽显颓势。由于城市化进程稳步加速，实体书店的店面租金上涨、人力物力资源成本急剧增加等硬件因素，给书店的经营设置了一定的障碍，加之电子商务历经十几年发展壮大，成功转变了人们现有的消费模式，特别是在掌握网络技术的年轻一代中，网购几乎与传统消费模式平起平坐，网上书店作为网购的一种类别成为实体书店最大的竞争者。全国工商联书业协会的一组数据显示，在这十年中已有将近50%的实体书店先后倒闭，传统书店的生存陷入僵局。鉴于电子商务无可比拟的优势，目前许多观点认为它将是图书市场若干年之后的主要形态。但事实上许多网上书店的生存道路并没有想象中的一帆风顺，也存在着诸多弊端。在传播文化和知识的过程中，图书是传播者亦是传播媒介，具体来说，图书的内容具有文化的意识形态性，而图书作为媒介又具有文化产品的商品性。即，图书是这两者的辩证统一，是文化与商业的辩证统一，具有文化性与商业性双重属性。目前实体书店同网上书店两者兵戎相见的局面显然不符合多元文化的要求，也不利于商业市场的多样化及良性循环。由此，本文提出实体书店与网上书店两者互相借力以实现融合的想法，并通过研究现有观点，辅助以实地调查，了解实体书店和网上书店各自的优劣势，探讨两者融合发展、共同经营的可能性，汲取优点弥补不足，，从而提出可行的具体方案。
[Abstract]:Since nearly ten years, the management condition of the entity bookshop shows the trend of decline. Due to the steady acceleration of the urbanization process, the increase of store rental and the sharp increase in the cost of human and material resources, and other hardware factors, it has set up certain obstacles to the operation of the bookstore, coupled with the development and growth of e-commerce after more than ten years. The successful transformation of people's existing consumption patterns, especially among the young people who master the network technology, online shopping almost equal to the traditional consumption mode, online bookstores as a category of online shopping become the largest competitors of physical bookstores. Nearly 50 percent of real bookstores have closed in the decade, with traditional bookstores at a standstill, according to a group of figures from the All-China Federation of Industry and Commerce. In view of the unparalleled advantages of electronic commerce, many views suggest that it will be the main form of book market in a few years. But in fact, many online bookstores have not had the smooth sailing and many disadvantages. In the process of spreading culture and knowledge, books are both communicators and media. Specifically, the contents of books have the ideological character of culture, and the books as media have the commodity nature of cultural products. That is, books are the dialectical unity of the two, the dialectical unity of culture and commerce, and the dual attributes of culture and commerce. At present, the actual bookstores and online bookstores are at war with each other, which obviously does not meet the requirements of multiculturalism, and is also unfavorable to the diversification and virtuous circle of the commercial market. Therefore, this paper puts forward the idea that both entity bookstores and online bookstores can make use of each other to realize the integration, and through the research of the existing viewpoints, it can help to understand the advantages and disadvantages of the physical bookstores and the online bookstores, and discuss the development of the integration of the two. The possibility of joint operation, learning advantages to make up for shortcomings, and thus put forward feasible specific plan.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235-F

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