Research On The Transformation Strategies Of Physical Bookstores Comforted With The Mobile Internet

According to the 35th China Internet network development status report issued by the China Internet network information center (CNNIC) in June of 2014, the rate of China mobile is more than traditional PC Internet for the first time. Mobile Internet users has been over 80 percent. The mobile Internet era has come comprehensively in China.Therefore, the year of 2014 called as "the first year of China mobile Internet era". A lot of industry have been blooming with the popularity of mobile intelligent devices, the adjustment of the media industry and the strategy of "Internet +" The traditional mass media fuse and the audience constantly transform to the users, the Internet thinking became a hot commercial password. The characteristics of the society appeared a lot of change, but also created some new opportunities and challenges.With the development of the Internet, the entity bookstore as the terminal sales link in publishing industry,also as an important branch of China's cultural industry,its development has more and more become an important social issue. Nearly ten years,about fifty percent bookshops were closed with a depression spectacle. The Chinese book retail sales in the market in 2014 reached 50 billion yuan, while grew continuously in 2015 with the total sales of 62.4 billion yuan. In many influence factors, the "Internet+"has played an important role .for the development of China's book market. Compared with entity bookstore achieved 3.26% sales growth in 2014, the entity bookstore sales year-on-year growth in 2015 was only 0.3%, and keep the online bookstores retail market scale is growing of 33.21%. There is no doubt that the Internet has become the biggest opportunities for the future development of book market.This article is based on the background of such a society,regarding the entity bookstore as the research subject,to explore it as an industry has faced with what opportunities and challenges, and according to the characteristics of the mobile Internet how to change its positioning and features, so as to adapt to new social change.Meanwhile combined with the successful business cases, provide effective suggestions to the entity bookstores for the development of mobile Internet era.