摘要
受网络书店竞争、碎片化阅读习惯、疫情反复等影响,实体书店面临生存困境,独立书店压力更甚。南京奇点书集在空间、产品、趣味、行为、渠道等五方面实现跨界,为消费者创建体验的五种形态,逐渐形成独特的具有商业黏性的多元业态,保证了书店良性运营。
Due to competition from of online bookstores,fragmented reading habits,repeated epidemics and other factors,offline bookstores are facing survival difficulties,especially the independent bookstores.Nanjing“Singularity”Bookstore embraces crossover approaches in five aspects:space,product,interest,behavior,and channel,creates five forms of experience for consumers,and gradually develops a unique diversified business form with commercial stickiness,which ensures the benign operation of the bookstore.
出处
《艺术管理（中英文）》
2023年第2期119-124,共6页
Journal of Arts Management
基金
2022年江苏高校哲学社会科学研究一般项目“城市微更新背景下艺术介入商业空间研究”(项目编号:2022SJYB0408)。
关键词
跨界创新理念
体验营销策略
独立书店
Crossover Innovation Concept
Experience Marketing Strategy
Independent Bookstore
