Why Can Nanjing Private Entity Bookstore Survive?

With the development of the Internet Era,the private entity bookstores included with Nanjing’s are all facing an unprecedented pressure. The pressure took two fomes:the development of Electronic Commerce and Digital reading,which resulted the sharp decline in the private entity bookstore.At present, Nanjing’s cultural industry is developing at an accelerating tempo. But still, Nanjing is encountered with the problem of imbalance in cultural industry, especially in the development of private brick-and-mortar bookstores. To explore the development direction of private brick-and-mortar bookstores in Nanjing, this survey conducts relevant researches on the management of Nanjing Librairie Avant-Garde. Because in a way Nanjing Librairie Avant-Garde can represent the development of Nanjing private entity bookstores. Therefore, this paper attempts to probe into this problem, and provide references for the transition of private brick-and-mortar bookstores in Nanjing.Based on questionnaire survey, field observation, in-depth interview and documentary analysis, The research finds that Nanjing Librairie Avant-Garde has made itself a well-known one, through joint development of diverse aspects such as the spirit of simplicity, the concept of innovation, the precise orientation and the multiple regions. Its development undergoes 4 stages within 20 years against the background of overall bookstores’stagnant economy. However, among the four strategic ways of management supporting its gradual development, the spirit of building a bookstore with public concern is the essential reason for which it develops gradually. At present, many of the private brick-and-mortar bookstores in Nanjing is facing transformation development, on which the findings have certain reference significance.In addition, the research found, Nanjing Librairie Avant-Garde still exists some problems, such as the balance of payments, small propaganda and bad Internet marketing.This research is trying to puts forward some views on the development of Nanjing Librairie Avant-Garde on the basis of Nanjing culture industry development and other bookstores’ management:Speaking of the culture industry, it should enhance senses of hardship, improve the economic property, and break through the industry value chain. Furthermore, culture industry is expected to innovate its development mode and industry form, shape the promotion brand effect, and layout internet marketing. In terms of the government, it can strengthen the support force so as to lead culture industry into an innovative development path.