随着数字化阅读的兴起和网络书店的竞争,实体书店面临着前所未有的挑战,但仍有一些独立书店,在实体经济面临挑战的背景下,开创出独特的场景营销策略,通过提升读者阅读体验、线上线下同步营销、打造场景化阅读空间等方式打开营销渠道。...随着数字化阅读的兴起和网络书店的竞争,实体书店面临着前所未有的挑战,但仍有一些独立书店,在实体经济面临挑战的背景下,开创出独特的场景营销策略,通过提升读者阅读体验、线上线下同步营销、打造场景化阅读空间等方式打开营销渠道。本文以上海市黄浦区泡芙云书店为典型案例,能够探讨实体书店在场景营销下的创新经营模式,并为实体书店的生存发展提供策略性建议。With the rise of digital reading and the competition from online bookstores, brick-and-mortar bookstores are facing unprecedented challenges. However, some independent bookstores have developed unique scene marketing strategies in the context of the challenges faced by the real economy. They have opened up marketing channels by enhancing the reading experience for readers, synchronizing online and offline marketing, and creating scene-based reading spaces. This article takes the Paofu Yun Bookstore in Huangpu District, Shanghai as a typical case to explore the innovative business model of brick-and-mortar bookstores under scene marketing and provide strategic suggestions for their survival and development.展开更多
随着新一代数字技术的深入应用和消费者需求的变化,促使实体书店转型和创新其商业模式。本文从价格、流量、市场定位等角度思考实体书店直播销售生态博弈的原因,探讨实体书店如何在互联网冲击的大潮中找到“博弈”与“共生”的最优解,...随着新一代数字技术的深入应用和消费者需求的变化,促使实体书店转型和创新其商业模式。本文从价格、流量、市场定位等角度思考实体书店直播销售生态博弈的原因,探讨实体书店如何在互联网冲击的大潮中找到“博弈”与“共生”的最优解,实现传统的书店转化为具有更强社交属性、文化价值和情感粘性的服务平台。With the in-depth application of the new generation of digital technology and changes in consumer demand, physical bookstores are prompted to transform and innovate their business models. In this paper, we consider the reasons for the ecological game of live sales in physical bookstores from the perspectives of price, traffic, market positioning, etc., and discuss how physical bookstores can find the optimal solution of “game” and “symbiosis” in the tidal wave of the Internet impact, so as to realize the transformation of traditional bookstores into service platforms with stronger social attributes, cultural value and emotional stickiness.展开更多
文摘随着数字化阅读的兴起和网络书店的竞争,实体书店面临着前所未有的挑战,但仍有一些独立书店,在实体经济面临挑战的背景下,开创出独特的场景营销策略,通过提升读者阅读体验、线上线下同步营销、打造场景化阅读空间等方式打开营销渠道。本文以上海市黄浦区泡芙云书店为典型案例,能够探讨实体书店在场景营销下的创新经营模式,并为实体书店的生存发展提供策略性建议。With the rise of digital reading and the competition from online bookstores, brick-and-mortar bookstores are facing unprecedented challenges. However, some independent bookstores have developed unique scene marketing strategies in the context of the challenges faced by the real economy. They have opened up marketing channels by enhancing the reading experience for readers, synchronizing online and offline marketing, and creating scene-based reading spaces. This article takes the Paofu Yun Bookstore in Huangpu District, Shanghai as a typical case to explore the innovative business model of brick-and-mortar bookstores under scene marketing and provide strategic suggestions for their survival and development.
文摘随着新一代数字技术的深入应用和消费者需求的变化,促使实体书店转型和创新其商业模式。本文从价格、流量、市场定位等角度思考实体书店直播销售生态博弈的原因,探讨实体书店如何在互联网冲击的大潮中找到“博弈”与“共生”的最优解,实现传统的书店转化为具有更强社交属性、文化价值和情感粘性的服务平台。With the in-depth application of the new generation of digital technology and changes in consumer demand, physical bookstores are prompted to transform and innovate their business models. In this paper, we consider the reasons for the ecological game of live sales in physical bookstores from the perspectives of price, traffic, market positioning, etc., and discuss how physical bookstores can find the optimal solution of “game” and “symbiosis” in the tidal wave of the Internet impact, so as to realize the transformation of traditional bookstores into service platforms with stronger social attributes, cultural value and emotional stickiness.
