Investigation And Study On The Current Situation And Outlet Of Private Bookstores In Lanzhou Under The Digital Environment

With the rapid development of digital e-commerce in all walks of life,in the field of book retail,online bookstores led by Dangdang rapidly occupy the market due to the advantages of price and convenient service,which makes the sales of physical bookstores drop sharply,with a negative growth in 2017;at the same time,in the digital environment,the reading habits of the public have changed greatly to some extent,and digital reading has become a hot topic An important way to get information for a new generation of young people.Based on this background,the author investigated the operation of 10 private bookstores in Lanzhou City by questionnaire and interview.The survey found that under the digital environment,private entity bookstores in Lanzhou are faced with the problem of network e-commerce seizing market share with price and convenient services,the lack of good cultural atmosphere and influential media matrix in the local area,so it is difficult for bookstores to focus and marketing,and the bookstores themselves also have problems such as vague positioning,weak marketing awareness and single online marketing mode.On this basis,this paper analyzes the transformation practice of Lanzhou ideal country bookstore,which is the first private entity bookstore in Lanzhou,in the digital environment.Finally,based on the actual situation of private entity bookstores in the digital environment in Lanzhou,this paper summarizes the effective strategies that the bookstores have implemented,and puts forward to fully tap the local culture and reading potential;take book as the center,do a good job in the role of Book picker;provide special cultural life;innovate online marketing methods,focus on effect;service needs to be more human-oriented to promote the development of Lanzhou Suggestions and Thoughts on the further development of state private entity bookstores.