本文選題：實(shí)體書(shū)店 + 新華書(shū)店�。� 參考：《湖南師范大學(xué)》2015年碩士論文

【摘要】：隨著我國(guó)文化體制改革的深入以及科學(xué)技術(shù)對(duì)出版業(yè)的重塑,傳統(tǒng)圖書(shū)發(fā)行業(yè)在資源占有、利益分配、競(jìng)爭(zhēng)格局、企業(yè)形態(tài)等方面都發(fā)生了重大變化。在行業(yè)變革中,受網(wǎng)絡(luò)書(shū)店、數(shù)字出版、讀者閱讀習(xí)慣、歷史競(jìng)爭(zhēng)格局等因素的影響,我國(guó)實(shí)體書(shū)店尤其是民營(yíng)實(shí)體書(shū)店遭受了強(qiáng)烈的沖擊,正面臨著嚴(yán)峻的生存危機(jī)。全面地分析導(dǎo)致當(dāng)前實(shí)體書(shū)店集體性經(jīng)營(yíng)困境的原因、理智地評(píng)估實(shí)體書(shū)店存在的必要性與可行性、科學(xué)地探討實(shí)體書(shū)店的發(fā)展對(duì)策,對(duì)我國(guó)實(shí)體書(shū)店謀求轉(zhuǎn)型升級(jí)、擺脫生存危機(jī)具有重要意義。文章首先簡(jiǎn)介了實(shí)體書(shū)店的發(fā)展歷史脈絡(luò),梳理了新華書(shū)店和民營(yíng)書(shū)店的發(fā)展歷程,并從網(wǎng)點(diǎn)數(shù)量和從業(yè)人員數(shù)量?jī)煞矫鎸?duì)我國(guó)實(shí)體書(shū)店的現(xiàn)狀進(jìn)行分析探討。接著使用“長(zhǎng)尾理論”“波特五力模型”兩大理論對(duì)我國(guó)實(shí)體書(shū)店的困境進(jìn)行分析討論,并對(duì)我國(guó)實(shí)體書(shū)店的兩大陣營(yíng)——新華書(shū)店陣營(yíng)和民營(yíng)書(shū)店陣營(yíng)各自面臨的困境進(jìn)行了剖析,認(rèn)為網(wǎng)絡(luò)書(shū)店的沖擊、數(shù)字出版的替代、偏低的國(guó)民閱讀率和閱讀方式的改變、經(jīng)營(yíng)成本的上漲、利潤(rùn)空間的減縮是導(dǎo)致當(dāng)前實(shí)體書(shū)店集體性經(jīng)營(yíng)困境的主要原因。然后,從政治、經(jīng)濟(jì)、文化三個(gè)角度切入,對(duì)我國(guó)實(shí)體書(shū)店存在的必要性進(jìn)行分析,從政策機(jī)遇和市場(chǎng)機(jī)遇兩方面著手,對(duì)我國(guó)實(shí)體書(shū)店存在的可行性進(jìn)行探討,并對(duì)近幾年國(guó)家及各地區(qū)政府頒布的拯救實(shí)體書(shū)店的政策進(jìn)行了梳理。最后,從國(guó)家救助、社會(huì)幫扶、實(shí)體書(shū)店自救三方面探討實(shí)體書(shū)店的發(fā)展對(duì)策,并重點(diǎn)分析實(shí)體書(shū)店的自救策略,認(rèn)為當(dāng)下實(shí)體書(shū)店應(yīng)當(dāng)找準(zhǔn)自身定位,明確自身的角色和經(jīng)營(yíng)取向,盡可能通過(guò)連鎖經(jīng)營(yíng)和科學(xué)高效的管理方式降低經(jīng)營(yíng)成本,同時(shí)利用互聯(lián)網(wǎng)平臺(tái)開(kāi)展線上業(yè)務(wù),堅(jiān)持以讀者為本,提供更優(yōu)質(zhì)的服務(wù)。此外,文章還對(duì)未來(lái)實(shí)體書(shū)店的模式進(jìn)行了預(yù)測(cè),認(rèn)為“文化Mall”式大書(shū)城、社區(qū)書(shū)店、書(shū)吧三類應(yīng)是其主要類型,并形成以大書(shū)城為骨干、以社區(qū)書(shū)店為基石、以書(shū)吧為補(bǔ)充的立體式銷售格局。
[Abstract]:With the deepening of China's cultural system reform and the reshaping of the publishing industry by science and technology, great changes have taken place in the traditional book publishing industry in the aspects of resource possession, benefit distribution, competition pattern, enterprise form, and so on. Under the influence of network bookstores, digital publishing, readers' reading habits, historical competition pattern and so on, the real bookstores, especially the private real bookstores in our country have suffered a strong impact and are facing a severe survival crisis. This paper comprehensively analyzes the reasons leading to the predicament of collective operation of real bookstores at present, evaluates rationally the necessity and feasibility of the existence of physical bookstores, probes into the development countermeasures of physical bookstores scientifically, and seeks to transform and upgrade the real bookstores in China. It is of great significance to get rid of the crisis of survival. This paper first introduces the history of the development of entity bookstores, combs the development course of Xinhua Bookstore and Private Bookstore, and analyzes the present situation of our country's entity Bookstore from two aspects: the number of outlets and the number of employees. Then using the "long tail theory" and "Porter's five Force Model" to analyze and discuss the predicament of our country's physical bookstores. This paper also analyzes the difficulties faced by the two camps-Xinhua Bookstore camp and the Private Bookstore camp in our country, and points out that the impact of online bookstore, the substitution of digital publishing, the low national reading rate and the change of reading style. The increase of operating cost and the reduction of profit space are the main reasons leading to the predicament of collective operation of entity bookstores. Then, from three angles of politics, economy and culture, this paper analyzes the necessity of the existence of physical bookstores in our country, and probes into the feasibility of the existence of physical bookstores in our country from the two aspects of policy opportunities and market opportunities. And in recent years, the national and regional governments issued the policy of saving entity bookstores. Finally, this paper discusses the development countermeasures of physical bookstores from three aspects of state assistance, social assistance and self-saving of physical bookstores, and analyzes the strategies of self-saving of physical bookstores, and thinks that the present physical bookstores should find their own position. It is necessary to clarify its own role and management orientation, to reduce the operating cost by chain operation and scientific and efficient management as far as possible, and at the same time to use the Internet platform to carry out online business, adhere to the reader-oriented, and provide better service. In addition, the paper also predicts the future model of physical bookstores, and thinks that "cultural Mall" type bookstores, community bookstores and book cafes should be the main types of bookstores, and form a "big book city" as the backbone and a community bookstore as the foundation stone. To the book bar as a supplement to the three-dimensional sales pattern.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G239.23

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