网店经营冲击背景下实体书店的发展

网店经营冲击背景下实体书店的发展(论文11000字)
摘    要
近年来，随着人们消费观念的转变和网上书店自身经营水平的提高，图书网上销售量不断攀升，网上书店也具有广阔的前景和发展空间。网上书店虽然不可能完全取代实体书店，其目前的销售规模也对实体书店造成了很大的冲击，但其快速发展的势头无法让传统实体书店经营者熟视无睹。互联网的发展给我们的生活带来了方便，工作，网购人群已经长大，购物方式的改变必然带来对书店经营方式的变化，网络管理对实体店的影响很大，书店面临着如何保持和扩大客户群，如果企业战略转型，如何适应挑战，在网络管理的时代，是进一步提高或灭亡，这是解决实体书店的一个急需解决的问题。随着经济水平提高、生活条件改善，人民群众的精神需求逐渐增强，因此图书购买力也有所增强，网络购书分流走了一部分顾客，但总体增长部分在实体书店依然有体现。当然，实体书店也同样遵循着强者更强的规律。虽然网络书店整个销售增长比较迅猛，但未来电子书、网络书店对于实体书店的冲击会逐渐减弱，会达到相互的平衡。介绍了网络管理时代实体书店的发展，并对网上书店与实体书店进行了比较。

关键词： 网络经营，实体书店，发展策略

Online business impact under the background of the development of the entity bookstore
ABSTRACT
The development of the Internet brings convenience to our life, work, shopping online shopping population has grown up, change will inevitably bring changes to the bookstore management, network management has great influence on the store, bookstore faced with how to maintain and expand the customer base, if the transformation of business strategy, how to adapt to the challenges in network management the times, is to further improve or perish, this is an urgent need to solve the problem of entity bookstore. With the improvement of economic level, living conditions, people's spiritual demand gradually increased, so the book purchasing power has also been enhanced, online shopping go part of diversion of customers, but the overall growth in bookstores still reflect. Of course, the entity bookstore also follow the law of the stronger. Although the online bookstore sales growth is more rapid, but the future of e-books, online bookstores for the impact of the physical bookstore will gradually weaken, will achieve mutual balance. This paper introduces the development of the entity bookstore in the era of network management, and compares the online bookstore with the physical bookstore.

KEYWORDS：network management, the entity bookstore, development strategy

目    录
引言    1
1 网络书店与实体书店现状比较    3
1.1 网络书店现状    3
1.2 实体书店现状    4
2 网络书店对实体书店的冲击    6
2.1 网络书店对实体书店份额的冲击    6
2.2 网络书店商业模式的冲击    7
3 网络书店与实体书店的优势与劣势    8
3.1 网络书店的优势与劣势    8
3.2 实体书店的优势与劣势    9
4 实体书店应对网络书店冲击的策略    11
4.1 营造书香文化氛围    11
4.2 创新业务环节    11
4.3 创新产品形态与交易方式    12
4.3.1 贝塔斯曼读书俱乐部    12
4.3.2 O2O模式    12
4.4 加强营销宣传策划    12
4.5 加强与消费者交流    13
4.6 政府加强政策支持    14
参考文献    16
后    记    17