Culture And Commerce: A Study Of The Development Strategies Of German Brick-and-mortar Bookstores

In the digital era,brick-and-mortar bookstores are faced with enormous challenges of development.Under a situation where the development of brick-and-mortar bookstores in the world are suffering from frustrations,German brick-and-mortar bookstores have a promising performance,which set a great model to global brick-and-mortar bookstores.Based on this background,literature analysis,case investigation,and data analysis methods are applied for this thesis.This thesis digs out the culture and consumption environment established by the German government,society,and citizens,analysze the development strategies of the German bookstore in order to explore how the German brick-and-mortar bookstore adapts to the digital era and obtains economic and cultural success.This study takes Thalia Bookstore as a case.Thalia bookstore is a large chain bookstore and it is the leader of a German-language brick-and-mortar bookstore.In the external environment,the German government implements a series of laws and regulations to set up a bookstore-friendly market.At the same time,the culture and consumption habits that have long been formed in the German culture and society have also fostered the development of physical bookstores.About the development strategies,as a typical case of German physical bookstore,Thalia bookstore adopts strategic measure such as horizontal development strategy,chaos management method,and brand marketing.It adapts to the digital era and establishes a mature development system.The successful experience of this German physical bookstore has brought new ideas to solve difficulties during the transformation period.