本文選題：移動互聯(lián)網(wǎng)　切入點：實體書店　出處：《遼寧大學》2017年碩士論文　論文類型：學位論文

【摘要】：根據(jù)中國互聯(lián)網(wǎng)信息中心(CNNIC)發(fā)布的《第35次中國互聯(lián)網(wǎng)絡發(fā)展狀況報告》,2014年6月,中國手機上網(wǎng)比例首次超過傳統(tǒng)PC機上網(wǎng)比例,手機網(wǎng)民規(guī)模超八成。移動互聯(lián)網(wǎng)時代在中國已經(jīng)全面到來。2014年因此被稱作“中國移動互聯(lián)網(wǎng)時代的元年”。隨著移動智能終端的普及、傳媒產(chǎn)業(yè)的調(diào)整、“互聯(lián)網(wǎng)+”的戰(zhàn)略提出,大量依托于移動互聯(lián)網(wǎng)的產(chǎn)業(yè)蓬勃興起。傳統(tǒng)大眾媒體融合加劇,受眾的身份不斷向用戶轉變,互聯(lián)網(wǎng)思維成為熱議的商業(yè)密碼。整個社會的時代特征出現(xiàn)了諸多變化,同時也產(chǎn)生了新的機遇與挑戰(zhàn)。然而隨著互聯(lián)網(wǎng)的發(fā)展,實體書店作為我國出版發(fā)行產(chǎn)業(yè)的終端銷售環(huán)節(jié),同時也是我國文化產(chǎn)業(yè)的重要分支,其發(fā)展和走向越來越成為了一個重要的社會議題。近十年來,我國實體書店中近五成相繼倒閉關門,一派蕭條景象。繼2014年中國圖書零售市場銷售總額突破500億元之后,2015年中國圖書零售市場規(guī)模保持持續(xù)增長態(tài)勢,總銷售額達到624億元。在眾多影響因素中,“互聯(lián)網(wǎng)+”對中國圖書市場的發(fā)展起到了重要的推動作用。相較2014年實體書店取得3.26%的銷售增長,2015年實體書店銷售同比增長僅為0.3%,而網(wǎng)上書店零售市場規(guī)模則保持高速增長,同比增長達33.21%。實體書店在圖書零售市場中所占比重也在進一步下滑,互聯(lián)網(wǎng)無疑已經(jīng)成為圖書市場未來發(fā)展的最大機遇。本文便是立足于這樣一個社會樣態(tài)的大背景之下,以實體書店作為研究主體,來探討在移動互聯(lián)網(wǎng)時代背景下,實體書店作為一個行業(yè),迎來了怎樣的機遇與挑戰(zhàn),以及針對移動互聯(lián)網(wǎng)的特點如何轉變自身的定位和特色,以適應新的社會變化。同時結合國內(nèi)外成功的經(jīng)營案例,為移動互聯(lián)網(wǎng)時代實體書店的發(fā)展提供行之有效建議。
[Abstract]:According to the 35th China Internet Network Development report released by China Internet Information Center (CNNIC), in June 2014, the proportion of mobile phones accessing the Internet in China exceeded that of traditional PCs for the first time. The mobile Internet age has arrived in China. In 2014, it was called "the first year of the Mobile Internet Age in China." with the popularity of mobile intelligent terminals, With the adjustment of the media industry and the strategy of the "Internet", a large number of industries relying on the mobile Internet have flourished. The integration of traditional mass media has intensified, and the identity of the audience has been constantly changing to users. Internet thinking has become a hot business cipher. There have been many changes in the characteristics of the whole society, but also new opportunities and challenges. However, with the development of the Internet, As the terminal selling link of publishing and distribution industry in our country, physical bookstore is also an important branch of Chinese cultural industry. Its development and trend have become an important social issue in the past ten years. Nearly 50% of the real bookstores in China have closed down and closed one after another, a depression. After the total sales volume of China's book retail market exceeded 50 billion yuan in 2014, the scale of China's book retail market maintained a sustained growth trend in 2015. The total sales volume reached 62.4 billion yuan. Among the many influencing factors, the Internet played an important role in promoting the development of China's book market. Compared with the 3.26% sales growth achieved by the physical bookstores in 2014, the sales of the real bookstores in 2015 were the same as those of the real bookstores. The ratio growth is only 0.3 percent, while the retail market for online bookstores is growing at a high speed. The year-on-year increase is 33.21. The proportion of physical bookstores in the book retail market is also further declining. The Internet has undoubtedly become the greatest opportunity for the future development of the book market. This article is based on such a social background. Taking the physical bookstore as the main body of research, this paper discusses what opportunities and challenges the entity bookstore has ushered in as an industry under the background of the mobile Internet era, and how to change its own positioning and characteristics in view of the characteristics of the mobile Internet. In order to adapt to the new social changes and combined with the successful business cases at home and abroad, this paper provides effective suggestions for the development of physical bookstores in the era of mobile Internet.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G239.23

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本文編號：1603371