Investigation And Study On The Current Status ,Dilemma And Transformation Of The Gansu Books And Periodicals Wholesale Market Under The Digital Environment

Since China's Internet access was opened for civilian use in 1997,it has been developing for more than two decades.During these two decades,both in terms of its development speed and its development quality,the development of the Internet in China has achieved remarkable results.Achievements.As of December 2017,the number of Internet users in China has reached 771 million,more than half of the country's total population.The Internet and mobile Internet have been strongly involved in all aspects of China's national life.The rise of book e-commerce and the rapid development of digital reading have brought about tremendous changes to the people's book buying habits and reading habits.These changes have brought impact and influence to China's physical book industry.In this context,the author carried out detailed questionnaires and interviews on the operation of 132 shops in the wholesale market of books and periodicals in Gansu Province,which is mainly engaged in the physical management of paper books.The author found through investigation that the wholesale market of Gansu's books and periodicals under the digital environment faces the dual dilemmas not only of the traditional market share occupied by books and e-commerce,but also the consumption of digital reading and squeezing paper books.The market itself also has disadvantages such as traditional sales channels,simple marketing models and distributions,limitations of scope and lack of awareness of modern services.On this basis,this article conducts a detailed case analysis of the transition practice in the digital environment of Lanzhou Red Sun Book Distribution Co.,Ltd.,which has achieved remarkable results in the transformation of the digital environment in Gansu's books and periodicals market.Finally,aiming at the actual situation of Gansu's books and periodicals wholesale market in the digital environment,the paper puts forward the optimization of the e-commerce sales platform;organizes marketing activities,strengthens readers' interest in reading paper books,increases market sentiment,strengthens digital media marketing,does a good job as a “book chooser” and other suggestions for promoting the healthy and sustainable development of the wholesale market of Gansu's books and magazines under the digital environment.