Survival Plight And Transformation Path Of Xinhua Bookstore

Bookstore is through the ages many scholars are spiritual habitat, is a shining beacon of human civilization forward. In mainland China, Xinhua Bookstore since 1937, the date of birth, has been nearly 80 years of history, in the meantime, Xinhua Bookstore growing their own. Especially after the reform and opening up, gradually become China’s largest and the most widely coverage of chain, to promote the development of cultural industry in China and upgrade the quality of spirit of the people to make important contributions. However, the coming of the information age brings the rapid development of Internet, followed by the emergence of online bookstore, the rise of e-books, coupled with the rising cost of operating factors, such as the entity bookstore living environment has become increasingly harsh. Especially this situation, the entity bookstore Xinhua Bookstore is an urgent need to break through the dilemma, explore the transformation of a suitable for their own development path.In stark contrast, Eslite Bookstore development expansion in recent years, created a "bookstore myth". The bookstore was founded in March 1989, after more than 20 years of efforts, now has more than 60 stores in Taiwan, its tentacles are extended to Hong Kong, Suzhou, Wuhan and other mainland hinterland. Therefore, this article combed the Entity Bookstore information age survival value, the concrete analysis of China’s largest bookstore chain Eslite Bookstore and the Xinhua Bookstore of Taiwan’s successful model, which introduced the possibility of Xinhua Bookstore eslite operation mode for reference and on the basis of the transformation of the path, and provide a boost to the development of Xinhua Bookstore.First chapter is the introduction part, whole the paper introduces the research background, significance and methods, and research on the dilemma faced by Xinhua Bookstore, Taiwan Eslite Bookstore management pattern research and the research of Xinhua Bookstore transition path of literature are reviewed. The second chapter mainly analyzes the entity bookstore in today’s information age survival value, especially points out that the entity bookstore Xinhua Bookstore on the importance of cultural industry development in our country. The third chapter the dilemma facing the reality of Xinhua Bookstore on analysis. The fourth chapter firstly introduces the Eslite Bookstore overview, and to explore its operating mode, and analyzes the Xinhua Bookstore compared with the merits of Eslite Bookstore management pattern, and the possibility of Xinhua Bookstore eslite operation mode for reference. The fifth chapter is the study of Xinhua Bookstore management countermeasures, respectively from the brand, management, publicity and promotion, and exploration on the aspects, such as goods, to experience for reference from the success of the Eslite Bookstore mode. As the conclusion part, chapter 6 expressed by Xinhua entity bookstores all break through the difficulties, find a suitable for their own development of the road of the transformation of expectations.