摘要
“新零售”作为零售业最新的业态模式,为实体书店创新转型提供新思路和新机遇。实体书店新零售业态不仅包括全渠道建设、深度挖掘用户、转型智慧书店,而且需要注重融入生活方式、注重社交氛围与沉浸体验等一系列情感与精神需求的满足。文章分析新零售业态下实体书店的发展机遇和发展现状,并对其经营策略提出几点建议,即建设智慧书店,实现文化与科技的融合;构建全渠道,为读者提供更高质量的产品和服务;以读者需求为核心,融入生活方式,实现精准营销和个性化服务。
As the latest mode of retail business,“New Retail”provides new ideas and opportunities for the innovation and transformation of the physical bookstores.The new retail format of the physical bookstore includes not only the whole channel construction,the deep excavation of users,the transformation of smart bookstores,but also the satisfaction of a series of emotional and spiritual needs,such as integrating the way of life,paying attention to the social atmosphere and the immersion experience.This paper analyzes the development opportunity and present situation of the physical bookstore under the new retail business, and puts forward some suggestions for its management strategy,that is,to build the smart bookstore and realize the integration of culture and science and technology,to build the omni-channel to provide readers with higher quality products and services,to integrate the needs of readers as the core,to achieve accurate marketing and personalized service.
作者
杨学坤
吴树勤
Yang Xuekun;Wu Shuqin(Economic School,Shandong Business and Technology University,Yantai,264005;College ofHumanitities and Communication,Shandong Business and Technology University,Yantai,264005)
出处
《出版科学》
CSSCI
北大核心
2019年第4期90-94,共5页
Publishing Journal
关键词
新零售
全渠道
大数据
精准营销
生活方式
New retail
Omni-channel
Big data
Accurate marketing
Lifestyle
