Some Thoughts Of How Mortar Bookstores And Online Bookstores Achieve Integration

The operating conditions of mortar bookstores have been on the decline for thepast decade. Steadily accelerated urbanization process which leads to a sharpincreases in costs and rents has set up obstacles to the operation of mortar bookstores.And what’s more, e-commerce is now developing so successfully that it even changespeople’s consumption patterns, especially among the younger generation, onlineshopping is almost equal footing with the traditional consumption patterns. As acategory of online shopping，online bookstores are becoming the biggest competitorof mortar ones. A set of data from the National Federation of the Book IndustryAssociation shows that nearly50%of the mortar bookstores have closed in thisdecade, and the outlook of mortar bookstores is not optimistic. Seeing theincomparable advantages of e-commerce, many people believe that buying a bookonline will be the main form for several years after. However, in fact, many onlinebookstores are not that well-managed as imagined, there are still many drawbacks.In the process of spreading culture and knowledge, a book is a communicator aswell as a media, specifically saying, the contents of a book bring out a culturalideology, in the mean time, the book is also a commodity. That is, books are thedialectical unity of ideology and material, culture and commerce. Now, the fightbetween mortar and online bookstores is clearly not in line with the requirements ofthe multi-culture, and is not conducive to the diversification of the market and avirtuous circle either.Therefore, writer comes up with a thought that those two should collaborate witheach other to achieve common goals. In this paper, studies and researches will bedone and presented to understand the advantages and disadvantages of the twobookstores, thus to explore the possibility of joint management, finally to provide aconcrete and feasible solution.