Research On The Transformation Strategy Of Chinese Physical Bookstore In The Internet Age

Physical bookstore has a long history in our country,for a long time,the entity bookstore as passing civilization achievements,spiritual and cultural communication,plays an indispensable role in our life.However in the 1960 s after the birth of the Internet,people's consumption patterns,great changes have taken place in the reading habits,especially with the emergence of a number of online bookstore and the impact of digital publishing technology,the survival condition of entity bookstores in China is not optimistic.The 19 th National Congress of the Communist Party of China report,socialism with Chinese characteristics has entered the new era,social principal contradictions of our country has been converted to people the growing demand for a better life and the contradiction between the inadequate development of unbalance.This means that our people have succeeded in transitioning from the phase of the primary purpose of meeting the material needs to the goal of meeting the needs of spiritual civilization.As an indispensable part of cultural construction,China's physical bookstore will have a positive guiding effect on society.Therefore,in a serious industry environment to realize the perfect transformation of management idea and operation forms,facilitating the development of the situation is in the entity bookstore is now published one of the important research topics in distribution sector in China.The study found that the age of the Internet in our country entity bookstore in their position is no longer a simple book sales offices,but buying activities,reading behavior,culture exchange and experience in one place.At present,the entity bookstore to ownership is mainly divided into two forms,including state-owned Xinhua bookstore a brick-and-mortar bookstores and other private capital,and to the transformation of different types of entity bookstores are filled with different strategies.The article reviews the history and classification of physical bookstores in China,and describes the status quo of physical bookstores in China from three aspects,such as the number of outlets,sales and the status quo of employees.After effects were listed by the Internet bookstores in China respectively from the entity bookstore own level and external environment level analysis of the causes of the transition of the entity bookstore,and focus on economic,political,social and technical aspects of the feasibility analysis of China's transformation of the physical bookstore.The use of strategic management theory and customer value theory,reading through the literature method,case analysis and correlation analysis model,the transformation strategy of the physical bookstore was studied,in order to analysis China's real Bookstore encountered in the transformation of the way of the dilemma,seeking opportunities in difficulties,in the state-owned Xinhua Bookstore,large private the supermarket chain books and small independent bookstores are put forward specific transformation strategy,explore China's bookstores in the transformation of the way.