数字化背景下实体书店困境及对策研究.pdf

文档介绍：Thesis Submitted to Hebei University of Technology for The Master Degree of Business Administration The Study on the Dilemma and Solutions of the physical Bookstore on the background of Digital by GaoCong Supervisor: Geng December 2014 河北工业大学硕士学位论文I 摘要近年来,随着数字化出版技术的不断进步及网络销售平台的日益发展和完善,电子书和网络书店对以传统纸质图书为主要商品的实体书店形成了强烈的冲击,书业未来的格局及实体书店的前景受到社会的广泛关注。本文首先对实体书店的生存现状进行了背景性的介绍,并对实体书店存在和发展的必要性从场所、文化、教育意义三个方面进行了讨论。之后,分别对电子书、网络书店、国民阅读情况及实体书店的特点进行了分析,对其优劣势进行比较,并分别从专业化经营、多元化发展、实体书店与网络融合、构建行业组织体系四个方面提出数字化背景下实体书店的经营对策。最后,选取国内具有代表性的实体书店进行介绍分析,通过对它们成功经验的总结,以期对实体书店的经营和发展提供借鉴意义。关键词:实体书店,网络书店,数字化背景,专业化经营数字化背景下实体书店困境及对策研究II ABSTRACT In recent years, as the digital publication and merce platform developing and prevailing, e-books and online bookstore, have made a significant impact on the physical store modity is mainly paper books, the future trade pattern of the book industry and prospect of the book store have caused a widely concentration of the society. This article introduces the background of the situation of the bookstore surviving, discusses the necessity of the real bookstore’s existence from the view of function of place, culture, education. This is followed by analysis on e-books, online markets, the situation of the citizens’ reading, and real stores’ character, comparing the advantage and disadvantage, proposes the contour measures on the professional operating, diversification, amalgamation of the online and offline stores, choose the representative book store for summarizing the essful experience, and provides the reference of experience for the physical bookstore’s operating and developing. Key words: Physical store, Online book store, digital background, professional operating 河北工业大学硕士学位论文III 目录摘要................................................................................................................................. I第一章绪论........................................................................................................................