新零售业态下我国实体书店经营与发展策略
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摘要
"新零售"作为零售业最新的业态模式,为实体书店创新转型提供新思路和新机遇。实体书店新零售业态不仅包括全渠道建设、深度挖掘用户、转型智慧书店,而且需要注重融入生活方式、注重社交氛围与沉浸体验等一系列情感与精神需求的满足。文章分析新零售业态下实体书店的发展机遇和发展现状,并对其经营策略提出几点建议,即建设智慧书店,实现文化与科技的融合;构建全渠道,为读者提供更高质量的产品和服务;以读者需求为核心,融入生活方式,实现精准营销和个性化服务。
As the latest mode of retail business,"New Retail"provides new ideas and opportunities for the innovation and transformation of the physical bookstores. The new retail format of the physical bookstore includes not only the whole channel construction,the deep excavation of users,the transformation of smart bookstores,but also the satisfaction of a series of emotional and spiritual needs,such as integrating the way of life,paying attention to the social atmosphere and the immersion experience. This paper analyzes the development opportunity and present situation of the physical bookstore under the new retail business,and puts forward some suggestions for its management strategy,that is,to build the smart bookstore and realize the integration of culture and science and technology,to build the omni-channel to provide readers with higher quality products and services,to integrate the needs of readers as the core,to achieve accurate marketing and personalized service.
As the latest mode of retail business,"New Retail"provides new ideas and opportunities for the innovation and transformation of the physical bookstores. The new retail format of the physical bookstore includes not only the whole channel construction,the deep excavation of users,the transformation of smart bookstores,but also the satisfaction of a series of emotional and spiritual needs,such as integrating the way of life,paying attention to the social atmosphere and the immersion experience. This paper analyzes the development opportunity and present situation of the physical bookstore under the new retail business,and puts forward some suggestions for its management strategy,that is,to build the smart bookstore and realize the integration of culture and science and technology,to build the omni-channel to provide readers with higher quality products and services,to integrate the needs of readers as the core,to achieve accurate marketing and personalized service.
引文
[1]方卿,彭威.为希望改变为情怀坚守:武汉市实体书店生存状况调研感悟[J].出版科学,2018(5):64-68
[2]闫星宇.“新零售”的逻辑蕴涵及发展趋势[J].社会科学战线,2018(7):257-261
[3]徐印州,林梨奎.新零售的产生与演进[J].商业经济研究,2017(15):5-8
[4]时应峰,张洪.新零售智慧门店OMO创新模式研究[J].商业经济研究,2018(13):7-10
[5]国务院办公厅.国务院办公厅关于推动实体零售创新转型的意见[EB/OL].[2016-11-11].http://www.gov.cn/zhengce/content/2016-11/11/content_5131161.htm
[6][12]杜睿云,蒋侃.新零售的特征、影响因素与实施维度[J].商业经济研究,2018(4):5-7
[7]徐文松,王立新.殊途殊归:亚马逊、当当实体书店的发展及经营策略[J].编辑之友,2018(11):42-45
[8]李文瑶.没想到!新华书店联合阿里云推的“城市书房”居然这么时尚[EB/OL].[2018-05-16].http://tech.huanqiu.com/it/2018-05/12039603.html
[9]董甜甜,熊鑫.新零售业态下实体书店的服务创新[J].中国出版,2018(17):5-9
[10]发行集团.全球首家共享书店落户合肥三孝口书店[EB/OL].[2017-07-17].https://www.sohu.com/a/157849789_99957183
[11] HiShop.实体书店该怎么转型新零售,书店新零售真的那么容易做?[EB/OL].[2017-12-22].https://www.hishop.com.cn/xls/show_48130.html
[2]闫星宇.“新零售”的逻辑蕴涵及发展趋势[J].社会科学战线,2018(7):257-261
[3]徐印州,林梨奎.新零售的产生与演进[J].商业经济研究,2017(15):5-8
[4]时应峰,张洪.新零售智慧门店OMO创新模式研究[J].商业经济研究,2018(13):7-10
[5]国务院办公厅.国务院办公厅关于推动实体零售创新转型的意见[EB/OL].[2016-11-11].http://www.gov.cn/zhengce/content/2016-11/11/content_5131161.htm
[6][12]杜睿云,蒋侃.新零售的特征、影响因素与实施维度[J].商业经济研究,2018(4):5-7
[7]徐文松,王立新.殊途殊归:亚马逊、当当实体书店的发展及经营策略[J].编辑之友,2018(11):42-45
[8]李文瑶.没想到!新华书店联合阿里云推的“城市书房”居然这么时尚[EB/OL].[2018-05-16].http://tech.huanqiu.com/it/2018-05/12039603.html
[9]董甜甜,熊鑫.新零售业态下实体书店的服务创新[J].中国出版,2018(17):5-9
[10]发行集团.全球首家共享书店落户合肥三孝口书店[EB/OL].[2017-07-17].https://www.sohu.com/a/157849789_99957183
[11] HiShop.实体书店该怎么转型新零售,书店新零售真的那么容易做?[EB/OL].[2017-12-22].https://www.hishop.com.cn/xls/show_48130.html