| Since 2014,"National Reading" has been written in the Government Work Report for nine consecutive years.Promoting reading for all and building a “scholarly society” is an important issue related to people's livelihood.It is of great significance to the improvement of comprehensive national strength,the construction of social and spiritual civilization as well as the progress of national quality.Thanks to its advantages in space and resources,entity bookstore played an essential role in the construction of “scholarly society”,However,since entering the Internet era,entity bookstore have been impacted by digital reading and Book e-commerce.In addition,entity bookstore have problems with adopting traditional sales and single-reading service modes,which are difficult to attract customers,leading to a decline in the sales volume of entity bookstore.Buying book online have increased since the COVID-19 pandemic.In addition,the implementation of normalized epidemic management measures in many places across the country has led to a decline in the average daily passenger flow,which has significantly impact physical stores,and Entity bookstore are also involved.In the face of difficulties,entity bookstore have taken self-help measures to explore the business model that can reflect the core value and find the development direction in continuous transformation and upgrading.Under the background of national reading,this paper sorts out the exploration of the iterative process of upgrading Zhongshuge and seeks solutions by analyzing the problems encountered in the transformation process to put forward suggestions for the transformation and development of entity bookstore.This paper discusse the following aspects:The introduction analyze the research background and significance of the transformation and development of entity bookstore.After summarizing the relevant studies of entity bookstore and Zhongshu Pavilion,it establishe the research on the transformation and development of entity bookstore with Zhongshu Pavilion as the research object.This paper adopt the investigation,literature,and case analysis methods.The first chapter summarizes three stages of the development of the Zhongshuge physical Bookstore.The first stage is the Period of Zhongshu Bookstore,during which the bookstore adopts the operation mode of the traditional private bookstore.The second stage is Brand building.During this period,Zhongshuge established the positioning of "the most beautiful bookstore",started the brand development road centring on "the beauty of environment,books and service",and realized the trans-regional chain operation.Finally,the third stage is the self-rescue and breakout period under the epidemic.With the help of the theory of "people,goods and market",the self-rescue measures taken by Zhongshuge in this stage are sorted out.The second chapter summarizes the transformation and development practices of Zhongshuge in various periods from three aspects: diversified and compound operation mode,creation of the most beautiful space,and focus on upgrading services of leading business and summarizes the experience of transformation and development of Zhongshuge.The third chapter summarizes the problems faced by Zhongshuge in the process of transformation and development,mainly including the change in the traditional market environment and consumption mode,homogenized operation and the insufficient integration of the bookstore with new technology and new media.The fourth chapter puts forward suggestions for the transformation and development of Zhongshuge,such as providing accurate services based on user needs,reshaping the value and collaborative channels of bookstores,and integrating development.It is supplemented by examples of other bookstores,providing ideas for entity bookstore to eliminate difficulties and transform and upgrade.In the conclusion part,the author looks forward to the future development direction of entity bookstore. |
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