Transformation Management Model Of Independent Bookstore

In recent years, independent bookstores, as important cultural landmarks of a city, are going through increasingly difficult situations. With more and more frequent bankruptcy of private bookstores causing much concern, people has already began to "protect independent bookstores". Some of these bookstores changed their development model in order to survive, which has brought decent achievements and proven to be a success.This thesis analyzes the development model of Paul’s Pocket Independent Bookstore in an attempt to provide a feasible strategy for the transformation of independent bookstores.In the first part of this thesis, by describing the social functions of independent bookstores, the reasons for the decline of traditional bookstores and the strong and weak points of both independent bookstores and online bookstores, I conclude that independent bookstores have their own advantages and the necessity of existence and they can develop well through transformation. The second part of this thesis analyzes in detail the reform and innovation of Paul’s Pocket Independent Bookstore in terms of differential positioning, marketing strategy and service for readers. The third part of this thesis generalizes the transformation strategies of Paul’s Pocket Independent Bookstore, provides related suggestions and proposes some problems which independent bookstores should pay attention to.Among all the solutions to protect independent bookstores, self rescue is the most important. Only through strengthening their own advantages, tapping potentials and broadening the functions can independent bookstores gain the power to survive and develop further.