发布时间 : 星期六 文章网络环境下传统书店经营模式及对策更新完毕开始阅读7a488b2f336c1eb91a375dad
编号：
毕业论文（设计）
题 目：网络环境下传统书店经营模式及对策 完 成 人： 班 级： 2010-02 学 制： 4年 专 业： 工商管理
指导教师： 完成日期： 2014-04-04
目 录
摘要 ·············································· (1) 一、网络环境对传统书店的冲击 ······················· (1)
(一)传统书店的经营现状 ······························ (1) (二)传统书店的发展困境 ······························ (2) 1．电子商务模式的出现 ·····························2．图书销售行业的激烈竞争 ··························二、传统书店的优势与劣势 ···························(一)优势 ········································· 1．良好的文化氛围 ·································2．满足各年龄层次消费者需求 ·························(二)劣势 ·········································1．价格高 ·······································2．受地理环境限制 ·································3．经营模式单一 ··································三、网络环境下传统书店新型经营模式 ·················· (一)体验式特色书店 ·································1．概念 ·········································2．功能 ········································· 3．适用范围 ····································· (二)现代复合书店 ···································1．概念 ·········································2．功能 ········································· 3．适用范围 ····································· (三)城市文化综合体 ·································1．概念 ·········································
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2．功能 ········································· (6) 3．适用范围 ····································· (7)
四、网络环境下传统书店的发展策略 ···················· (7)
(一)内部转变 ······································ (7) 1．转变经营模式，提升服务创新 ······················· (7) 2．利用电子平台，拓展销售渠道 ······················· 3．开展特色活动，加大宣传力度 ······················· (二)外部推动 ······································1．政策扶持 ·····································2．读者回归 ·····································五、结束语 ········································参考文献 ··········································Abstract ···········································
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网络环境下传统书店经营模式及对策
摘要：经济的发展，科技的进步，在市场竞争日益加剧的互联网时代，传统书店的发展受到了来自各方面的冲击与压力，惨淡经营。尽管如此，传统书店以其历史、地域、品牌等优势占据着市场份额，如何发挥独特优势，寻找生存发展的特色之路，是传统书店面临的主要问题。本文通过对传统书店发展背景的分析以及传统书店优劣势的对比，深入研究特色化传统书店的新型经营模式，并探索性地提出传统书店发展战略措施。
关键词：传统书店;网络环境;经营模式;特色化
传统书店，一度被认为一座城市思想与文化的主要标志，有着比其他城市风景更有魅力的色彩。它的存在是一座城市文明程度的象征，是一座城市呈现文化生态的窗口，同时也是一个国家、一个民族文化底蕴的见证，它始终坚守着作为“精神领袖”的职责，也正是因为这样，传统书店的存在价值被看重，所以当传统书店受到来自网络书店的冲击时，不少读者呼吁保护传统书店，留住文化内涵。毋庸置疑，若想在这风起云涌的互联网浪潮中展现书店的魅力，传统书店必须转变，转变经营理念，转变经营模式，转变营销策略，充分利用当代有利资源，从消费者心理需求出发，走特色化发展之路。
一、网络环境对传统书店的冲击
（一）传统书店的经营现状
“活着还是死去”，这种哈姆雷特式的拷问，让传统书店的存在成为大众热议的话题。近年来我国传统书店一直面临着经营困难，成本的压力，网络的冲击，数字阅读的侵蚀，让传统书店步履维艰，在绝境中生存。据不完全统计，近十年来，中国的实体书店消失了50％以上，而停业倒闭的趋势还在加剧。曾经风起云涌的不少实体书店、连锁书店现已纷纷关门停业。尤其在2011年，诸多知名民营书店面临集体性经营窘境：2011年7月，拥有17年历史的北京著名独立书店风入松贴出了停业通知，这一消息在网上不胫而走。让全国读书界发出一片唏嘘惋惜之声；同月，上海季风书园来福士广场店也因为房租过高宣布关闭，9月22日，广州市最后两家三联书店宣布停业。另外，有关众多大学周边书店萧条凋敝、难以为继的报道也
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