Research On Offline Business Strategy Of Online Bookstore In China

Physical bookstores are suffering from the strong impact of digital publishing.Coupled with changes in our reading habits,physical bookstores are facing unprecedented challenges.The fieryness of online bookstores and the downfall of physical bookstores seems to have become a big picture.However,some online bookstores are doing their job in this period.The Amazon in the United States,Dangdang,Jingdong,and Tmall in China are all operating offline.This phenomenon is worth pondering and in-depth analysis.This article is based on the successful case of online bookstore offline management in China,and focuses on the offline business model of online bookstores in China.Among them,Dangdang's four operating modes,the multiplex hybrid business model,the light asset model,the experience economic model,and the “O+O” model,have opened up their operations in China,which has also made it the most current domestic operating model.Enriched,the pilot launched a more three-dimensional online bookstore.Other online bookstores are also conducting some useful trials,such as the "parasitic" model of Jingdong Books,the steady development of existing resources,and the new unmanned bookstore model of Tmall Books plans to lead a new physical bookstore experience in the future.trend.The offline management of online bookstores in China began shortly afterwards.Dangdang Bookstore,although it has achieved some successes,there are still problems such as lack of in-depth connection between online and offline,experience service needs to be upgraded,and insufficient brand value.In order to solve these problems,the author proposes to strengthen the online and offline interactions;upgrade the user experience,explore the form of charging;and build brand values that are given meaning.