【摘要】：近十年以來，實體書店的經營狀況盡顯頹勢。由于城市化進程穩(wěn)步加速，實體書店的店面租金上漲、人力物力資源成本急劇增加等硬件因素，給書店的經營設置了一定的障礙，加之電子商務歷經十幾年發(fā)展壯大，成功轉變了人們現(xiàn)有的消費模式，特別是在掌握網絡技術的年輕一代中，網購幾乎與傳統(tǒng)消費模式平起平坐，網上書店作為網購的一種類別成為實體書店最大的競爭者。全國工商聯(lián)書業(yè)協(xié)會的一組數(shù)據(jù)顯示，在這十年中已有將近50%的實體書店先后倒閉，傳統(tǒng)書店的生存陷入僵局。鑒于電子商務無可比擬的優(yōu)勢，目前許多觀點認為它將是圖書市場若干年之后的主要形態(tài)。但事實上許多網上書店的生存道路并沒有想象中的一帆風順，也存在著諸多弊端。 在傳播文化和知識的過程中，圖書是傳播者亦是傳播媒介，具體來說，圖書的內容具有文化的意識形態(tài)性，而圖書作為媒介又具有文化產品的商品性。即，圖書是這兩者的辯證統(tǒng)一，是文化與商業(yè)的辯證統(tǒng)一，具有文化性與商業(yè)性雙重屬性。目前實體書店同網上書店兩者兵戎相見的局面顯然不符合多元文化的要求，也不利于商業(yè)市場的多樣化及良性循環(huán)。 由此，本文提出實體書店與網上書店兩者互相借力以實現(xiàn)融合的想法，并通過研究現(xiàn)有觀點，輔助以實地調查，了解實體書店和網上書店各自的優(yōu)劣勢，探討兩者融合發(fā)展、共同經營的可能性，汲取優(yōu)點彌補不足，，從而提出可行的具體方案。
[Abstract]:Since nearly ten years, the management condition of the entity bookshop shows the trend of decline. Due to the steady acceleration of the urbanization process, the increase of store rental and the sharp increase in the cost of human and material resources, and other hardware factors, it has set up certain obstacles to the operation of the bookstore, coupled with the development and growth of e-commerce after more than ten years. The successful transformation of people's existing consumption patterns, especially among the young people who master the network technology, online shopping almost equal to the traditional consumption mode, online bookstores as a category of online shopping become the largest competitors of physical bookstores. Nearly 50 percent of real bookstores have closed in the decade, with traditional bookstores at a standstill, according to a group of figures from the All-China Federation of Industry and Commerce. In view of the unparalleled advantages of electronic commerce, many views suggest that it will be the main form of book market in a few years. But in fact, many online bookstores have not had the smooth sailing and many disadvantages. In the process of spreading culture and knowledge, books are both communicators and media. Specifically, the contents of books have the ideological character of culture, and the books as media have the commodity nature of cultural products. That is, books are the dialectical unity of the two, the dialectical unity of culture and commerce, and the dual attributes of culture and commerce. At present, the actual bookstores and online bookstores are at war with each other, which obviously does not meet the requirements of multiculturalism, and is also unfavorable to the diversification and virtuous circle of the commercial market. Therefore, this paper puts forward the idea that both entity bookstores and online bookstores can make use of each other to realize the integration, and through the research of the existing viewpoints, it can help to understand the advantages and disadvantages of the physical bookstores and the online bookstores, and discuss the development of the integration of the two. The possibility of joint operation, learning advantages to make up for shortcomings, and thus put forward feasible specific plan.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G235-F

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本文編號：2295263