Research On The O2O Mode Of Xinhua Bookstore In The Mobile Internet Era

In our country, the development of e-commerce has been rapidly penetrated into various walks of life during the past ten years. Some of the traditional business model has a significant impact on the physical store, and formed a competitive landscape.The traditional book retailing has been looking for a new way out of the transformation and upgrading after the trough.With the development of mobile Internet and the infiltration of Internet thinking, a win-win business model ——O2O model comes along which is in hot pursuit by the businesses.The emergence of O2 O model opens up new ideas for breaking the book industry 's road. As the leader of the book publishing industry, Xinhua Bookstore should enhance the market sensitivity and suit for the tendency to achieve a win-win situation of online and offline by learning from the experience of mature industry.From the macro, meso and micro which are three levels of background,this paper discusses the inevitability of O2 O in book industry and get the online and offline's layout scheme of Xinhua Bookstore through comparison and case analysis.Also, this paper adopts the text description to explain the key issues of O2 O model and then comes to the conclusion that a multi-level focus on the online and the quality experience to win the offline.There are three exploration paths to be listed, which are “bookstore + theater”, "community experience store", "bookstore + card". The paths make the combination of theory and practice. At the end of this paper, I make sugestions for improvement in several aspects including the organization structure,management culture and personnel training.The organization adjustments will better open the road of transformation.