特色书店及其异构体经营方式与前景

论文编号:WHCY093 论文字数:11969,页数:14 附任务书,开题报告,外文翻译,文献综述

 摘要：随着网络技术与电子商务的日渐强势，纸制媒介的地位日趋尴尬，书籍也不能幸免的风光不再，而书店也面临着前所未有的危机。就在书店也落入低谷的同时，体验经济却炙手可热，这也为书店提供了新的思路——特色化。特色化有很多方式，而部分特色化的方式也已经为行业先驱们所用，并收效良好。其中，异构体是一个值得关注的现象。所谓异构体，是指体验消费背景下，书店与其他服务行业相结合经营的书店形式。这在现在的生活中其实也并不少见，比如书城以及书吧等形式。特色化的根本目的是将书店与体验经济相结合，让实体书店的劣势转化成为优势。特色化书店的产品也由之前单纯的书籍本身变成了书籍和消费者在购书过程中所享受到的服务。介于现在的大背景，书店的特色化可谓势在必行。
 关键词：实体书店；体验经济；特色化；异构体 ；网络时代

THE MANAGEMENT AND PROSPECT OF CHARACTERISTIC BOOKSHOPS AND THE ISOMERS
 ABSTRACT: By the technology of network and the E-business are becoming more and more popular, our paper medium is now much worse than it used to be, and of course, includes the books, and that makes the bookshops in a difficult place. As the bookshops feel terrible the experience economy becomes so hot which provides a new way to the management of bookshops—to be characteristic. There are lots of ways to do so, some ways have already been used by the pioneers, and some do work. The isomers, one of them, should be paid attention to most. When we say the word “isomers”, we mean a kind of bookshops which is combined with other service industry. Now, the isomers do exist around us actually, such as bookstores and book bars. The final purpose of being characteristic is to mix the bookshops with the experience economy and then turn the shortage to strength. So do the goods change, from only books to not only books but also the services offer to the customers and the experience they enjoy when buying books. As we live in a background we call “E-time”, the bookshops’ becoming characteristic should now start.
 Key words: bookshop; experience economy; characteristic, isomer; the E-time
 
 
目  录
一、 前言 1
二、 选题背景 1
（一） 宏观背景 1
（二） 微观行业背景 2
三、 现状 3
（一） 书店经营现状 3
（二） 相关研究现状 3
（三） 书店特色化必要性 3
 1 非特色化实体书店面临的挑战与问题 3
 2 书店特色化的定义 4
 3 书店特色化的好处与所能解决的问题 4
四、 书店特色化的方式 5
（一） 装修风格特色化 5
（二） 书籍特色化 5
（三） 书店位置特色化 6
（四） 异构体 7
 1 异构体定义 7
 2 异构体的形式及现存问题 7
五、 特色书店与网络 8
 （一） 实体书店与网络销售平台 8
（二）  网络书店特色化 8
六、 小结 9
致谢 10
参考文献 11