Research On The Management Strategy Of China's Physical Bookstore Under The New Reading Environment

The physical bookstore is a collection of the three values of economy,culture and education.It is not only the main body of social public services,but also the responsibility of market entities that promote the development of cultural industries.In the context of the rapid development of Internet technology and technology,changes in reading styles and reading habits have led to the emergence of a new reading environment.Under the new reading environment,the physical bookstores in China are facing the pressure of rising operating costs and homogenization of operations.The external faces the impact of e-books and online bookstores,and the digital reading trend that consumers have irreversible,and physical bookstores under multiple pressures.Experienced a desperate "downturn".In this context,China's governments at all levels have introduced many support policies for physical bookstores.Not only have Xinhua Distribution Groups in many provinces and cities changed their original business models,but also developed new business strategies.Many private bookstores are also in trouble.In the development of the company,develop its own characteristics,continue to grow and form a brand.Therefore,in the past two years,there have been a lot of data showingthat physical bookstores have shown signs of recovery and the transformation of business strategies has been effective.However,the reform of the physical bookstore business strategy also has limitations.For example,some physical bookstores understand the transformation and upgrading at the level of “store decoration”,blindly follow the trend of diversification,and actually lack in-depth understanding and target for target consumers.Development and construction of brand image.The author believes that operating physical bookstores needs to actively adapt to the new reading environment and actively seek for change.Transformation and upgrading must not only change the appearance of bookstores,but also change the business content and management methods of bookstores,and focus on consumers to integrate network technologies and create operations.Features,shaping cultural brands and other means as a breakthrough,based on the cultural standard,attach importance to cultural output,the most important thing is not to lose the original cultural characteristics of the bookstore.Therefore,based on the background of the new reading environment,this paper summarizes the dimensions of the adjustment of the business strategy of the physical bookstores in China based on the rational analysis of the motivation of the management strategy of the physical bookstores,and combines the examples to deepen the effectiveness and limitations of the physical bookstore adjustment.Analysis,seriously summed up theenlightenment of the future development of physical bookstore business strategy.I hope that the research in this paper can provide reference for the transformation and upgrading of physical bookstores in China and getting rid of the difficulties.