Research On The Operation Mode Of Physical Bookstore Under The "Crossover" Thinking

Physical bookstore is an important part of the cultural industry,but also a city's cultural facilities and carrier of civilization.For cities,physical bookstore is the communication battleground to consolidate advanced culture,improves people's ideological and moral quality and scientific and cultural level.For the society,physical bookstore also plays an irreplaceable role in boosting the national reading,building a bookish society and promoting the prosperity and development of culture.Due to the rise of online bookstores and digital publishing,as well as the change of consumers' reading style,domestic physical bookstores,especially small and medium-sized private physical bookstores,are facing a survival crisis all the time.In recent years,with the strong support of national policies,the innovative operation and cross-border transformation of brick-and-mortar bookstores,All kinds of exploration and efforts have created more possibilities for the development of physical bookstores,No matter physical stores redecorate and redesign,update the types of books,organize cultural activities,or carry out new media operations with the help of We Chat platform and network broadcast,all kinds of exploration and efforts have created more possibilities for the development of physical bookstores.Based on this,the author takes the physical bookstore as the research object,starting from the perspective of cross-border operations,through literature research and case analysis,sort out and analyze the existing research results on cross-border operation of physical bookstores,relevant websites and industry reports in the press and publishing industry are used to provide data support for theoretical analysis.Using the Internet to access information about bookstore operation and the way of offline field investigation,combine with the existing cross-border operation mode of physical bookstore,select representative cases for detailed analysis,on the basis of cases,this paper summarizes and classifies four kinds of cross-border operation modes of physical bookstores,and makes them more practical under the premise of theoretical support.This paper first describes the definition and characteristics of "cross-border" and "business model",introduces the current research direction of domestic scholars on physical bookstore.Secondly,it introduces the challenges facing the development of physical bookstore and the specific reasons for the challenges.Then,starting from the ideological and industrial attributes of physical bookstores,it briefly explains the necessity of cross-border operation of physical bookstores,demonstrates the feasibility of cross-border operation of physical bookstores based on the internal advantages and external favorable factors of physical bookstores.In the process of cross-border operation of physical bookstores,the three factors related to the role,business and business of physical bookstores produce cross-border behaviors.Lastly,analysis typical cases,this paper puts forward four operation modes of physical bookstore: compound,experience,intelligence and community,complete the construction of these four operating models from six aspects: role positioning,business scope,operation idea,core value,profit source and marketing method.This paper hopes to provide reference and reference for the optimization of the operation of physical bookstores,so as to successfully achieve cross-border integrated development.