文化社交——新零售背景下实体书店转型之路
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摘要
在新零售时代,以文化为媒,以书店社交平台为载体,以读者与读者、读者与书店之间的文化交流和互动为表现形式的文化社交将成为实体书店转型的主要方向。文章从消费者需求的转变与实体书店的转型、消费者行为的转变与实体书店的转型等议题出发对该结论进行了论证,并对新零售背景下实体书店的转型要点进行了分析,以期为实体书店的转型发展提供科学的理论视角和实践思路。
This article believes that in the new retailing era, cultural communication and interaction between readers and readers as well as readers and bookstores will become the main trajectory for the transformation of physical bookstores with culture as the medium and bookstore social platform as the carrier. This article demonstrates this new momentum from the relationship between the changes of consumer demands, consumer behavior and the transformation of physical bookstores. It also analyzes the key points of the physical bookstore transformation against the background of new retailing to provide scientific theoretical perspectives and practical ideas for the transformation and development of physical bookstores.
This article believes that in the new retailing era, cultural communication and interaction between readers and readers as well as readers and bookstores will become the main trajectory for the transformation of physical bookstores with culture as the medium and bookstore social platform as the carrier. This article demonstrates this new momentum from the relationship between the changes of consumer demands, consumer behavior and the transformation of physical bookstores. It also analyzes the key points of the physical bookstore transformation against the background of new retailing to provide scientific theoretical perspectives and practical ideas for the transformation and development of physical bookstores.
引文
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[5]吴琼,时晨.日本实体书店走出困境的路径研究[J].编辑之友,2015(11):109-112.
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[7]丁海猛,文宏伟.角色变迁、顾客价值体系构建与商业模式再造--实体书店的发展探讨[J].科技与出版,2018(4):112-116.
[8]张萱.“技术聚合”模式驱动下的中国民营书店发展趋势研究--从符号传播学视域解读“新零售”营销模式[J].出版广角,2018(14):28-31.
[9]崔明,王山山.新媒体时代小众图书社群营销策略研究[J].科技与出版,2017(11):32-35.
[10]黎明.“互联网+”时代实体书店的多维空间生产[J].现代出版,2017(5):15-19.
[11]崔明,周国雄.新媒体时代出版企业品牌资产建设策略研究[J].出版发行研究,2016(2):25-28.
[2]蒋佩轩.关于实体书店“复兴”的冷思考[J].现代出版,2016(5):12-15.
[3]秦树景.当代文化产业发展中人本理念三个基本要素研究[J].湖南社会科学,2016(1):140-143.
[4]连水兴.从消费社会到公民社会:一种广告研究的范式转换[J].广告大观:理论版,2017(1):41-47.
[5]吴琼,时晨.日本实体书店走出困境的路径研究[J].编辑之友,2015(11):109-112.
[6]吴琼,朱松林.基于4A营销视角下的实体书店创新转型研究--以安徽地区实体书店创新为例[J].编辑学刊,2017(5):101-105.
[7]丁海猛,文宏伟.角色变迁、顾客价值体系构建与商业模式再造--实体书店的发展探讨[J].科技与出版,2018(4):112-116.
[8]张萱.“技术聚合”模式驱动下的中国民营书店发展趋势研究--从符号传播学视域解读“新零售”营销模式[J].出版广角,2018(14):28-31.
[9]崔明,王山山.新媒体时代小众图书社群营销策略研究[J].科技与出版,2017(11):32-35.
[10]黎明.“互联网+”时代实体书店的多维空间生产[J].现代出版,2017(5):15-19.
[11]崔明,周国雄.新媒体时代出版企业品牌资产建设策略研究[J].出版发行研究,2016(2):25-28.