A Study On The Transformation Strategy Of Chinese Independent Bookstores' Business Model Based On The Kano Model

As a member of the private entity bookstore,independent bookstore gradually transforms to a diversified cultural space which give top priority to cultural transmission,and it is also positioned as an important regional cultural landmark.But in recent years it is caused widespread concern because of having a hard time,there are growing calls to advocate "support independent bookstore" in theory and industry fields.Some independent bookstores face the dilemma and begin to change their own development strategies.Our government also issues a series of supporting policy to entity bookstore(also including independent bookstore),such as cancels the value-added tax in the book wholesale and retail trade,issues "Guidance on supporting the development of entity bookstore",which creating a favorable policy environment for the development of independent bookstore.But through the analysis of the existing business model of independent bookstore in China,it is found that most independent bookstores make some progress in the process of "self-help",but the trend of product homogeneity is still serious on account of "product thinking".Without the state-owned entity bookstore's advantages of channel and brand,independent bookstore proprietors must be more actively explore innovative ways to upgrade and survive.The influence of the Internet is inevitable,the transformation of readers' reading habits and demands is irreversible,if the independent bookstores want to lead readers to return,they need to know what readers want and need to rebuild the relationship with readers.The bookstore proprietors are required to focus on customers from the traditional thinking of product,in order to improve the customer bonding fundamentally,and also to realize the benign and healthy development of the business transformation.Therefore,this article establishes the thinking mode of independent bookstore according to the demand of consumers.The author firstly uses the kano model methods with questionnaire,evaluation form and finding form in order to draw a conclusion of the independent bookstore's essential attributes,expected attributes and unique charming attributes,explores and designs the new thinking mode and transformation of business model under the background of consumer experience,then puts forward the micro transformation strategy of independent bookstore's business model based on the Kano model.The author secondly puts forward the macro transformation strategy of independent bookstore's business model from three different dimensions of business model,micro strategy and macro strategy interact with each other.