Research On The Operation Of Dangdang "O+O" Bookstore

Dangdang "O+O" bookstore is a new type of online bookshop that integrates online and offline channels.The background of its birth can be summarized as follows:first,the Internet and "O+O" mode are becoming the trend;second,offline book retail market shows the sign of improving;third,Dangdang chose to concentrate on the field of books after privatization;fourth,Dangdang organized an ecological layout of "Big Cultural Creativity" and cultural and intellectual complex focusing on the book industry.There are several "O+O" bookstore operation models including the composite operation model,light asset management model,experience economy model,and "smart bookstore" model.Based on the platform business model,Dangdang "O+O" bookstore adopted the composite business model for diversified income and realizing the scope economy,network effect and cross-subsidization.With its light assets such as high added value and considerable brand value,Dangdang "O+O" bookstore chooses to balance the interests of all parties and cover their own costs by the parasitic-model based on the combination of interests in the operation of light assets.The new retail integrates online and offline,which laid solid foundations for the empirical economic model of Dangdang "O+O"bookstore,and provide a better plan for reading and cultural life in the Internet era.And the "smart bookstore" which embodies the Internet gene everywhere is based on the theory of big data.Due to the continuous optimization of "O+O" bookstores,over 160 Dangdang "O+O" bookstores have been put into operation in the market and have all been lifted out of their losses through a year or more since it came out.However,there are still some problems in the operation of Dangdang "O+O" bookstore,which can be summarized as partial business thinking and lack of user experience.To solve such problems as above,it is suggested that,in pursuit of its great-leap-forward development in the future,the company should improve Dangdang"O+O" bookstore operation by lifestyle marketing strategy,integrated marketing communication,and user experience enhancement.