Research On The Development Strategy Of Independent Bookstore Based On New Media Situation

Since 2010,China's independent bookstore industry has been undergoing continuous transformation and a decade of rebirth.New media technologies have brought about changes in audience reading and consumption patterns,and have brought severe challenges to the survival and development of offline physical bookstores.Now the independent bookstore industry has bid farewell to blind expansion and early exploration of business model replication.Unique consumer experience is the latest pursuit of independent bookstores in the context of new media.Analyzing the changes of various elements and existing problems of independent bookstores in the context of new media,and proposing corresponding strategies,have guiding significance for the operation and development of independent bookstores.This article takes Joshua Merowitz's "media situation theory" as a theoretical perspective,takes independent bookstores in Suzhou City as the research object,and uses research methods such as field surveys,case analysis,and questionnaire surveys to analyze the new media situation In the development of independent bookstores,there are various problems caused by the changes of consumers,practitioners,product types,business models and other components,and corresponding improvement strategies are proposed.This article is divided into seven chapters.The introduction part introduces the research background,research significance,research methods,literature review,and research difficulties and innovations of this article;the first chapter of the main body part is about media situation theory and new media situation and independent bookstore The analysis of the relationship between development.Chapter 2 is the analysis of new trends such as bookstore usage motivation,commodity consumption types,consumer psychology and social background,behavior changes of practitioners,and occupational segmentation of independent bookstore consumers under the new media scenario;The third chapter is a description of the combination and functional changes of book products in independent bookstores under the new media scenario,as well as the current situation of the integration and diversification of non-book products;chapter four introduces the composite and cultural products of independent bookstores in Suzhou under the new media scenario.The three main bookstore business models of self-produced and self-sold and borrowed-and-read system;Chapter 5 is not clear about the existing positioning and target customer groups of the development of independent bookstores in Suzhou,and the selection of products is homogenous,and the focus is too much on space scenarios and the development of added value of goods.Insufficiency,the service provided by the bookstore and the solidification of marketing thinking are analyzed;Chapter 6 proposes that independent bookstores should tailor marketing strategies according to the changes in audience behavior under the new media scenario,and deeply analyze the circle characteristics of independent bookstore audiences.The overall positioning of the bookstore is differentiated selection and management;the development of the shared value of the bookstore space and the expansion of extended services,exploring the embodiment of the bookstore scene function and the added value of the goods;forming a professional selection and service team to improve the competitiveness of the bookstore,and comprehensively operate new media technology to create a bookstore culture expert.