摘 要：在互联网时代传统的图书发行业受到巨大挑战，与此同时实体书店也面临着倒闭 退市的窘境。本文基于波特“五力模型”中现有企业、潜在进入者、替代品、购买者以及 供应商等五个方面进行分析，找出了使实体书店陷入集体性困境的原因。该原因主要包括 实体书店自身经营管理问题、电子出版物的替代、网络书店的出现、图书发行成本的上涨 以及消费者阅读习惯的改变等。针对上述困境提出实施品牌与文化营销、发展文化 MALL、 构建社区书屋和倡导全民阅读、以及拓展销售渠道和中小书店联盟协作等合理的应对策 略。为我国实体书店走出困境、转型升级、摆脱生存危机提供了理论参考。85592

毕业论文关键词：实体书店，五力模型，困境分析，策略创新

Abstract： In the age of the Internet ,the traditional book distribution sector having been faced large challenge, at the same time the physical bookstore have also faced bankrupt and drop out the market 。This article is based on the porter “five force model”to analyze and this are included enterprises, potential entrants, substitutes, buyers and suppliers and so on。 In order to find out the cause of the collective difficulties on physical bookstore。The reason mainly includes the physical bookstore management problems, electronic publications of alternative, the emergence of the online bookstore, the rising cost of publications and the reading habits of consumers change, etc。For the difficulties and cultural marketing, developing culture MALL, building community random house and advocate all people reading, expand sales channels, and set up the bookstore alliance by many small and medium-sized bookstores,etc。The article is aimed at provide some theoretical reference for physical bookstore to out of the dilemma, transformation and upgrading, and make the physical bookstore get rid of the survival crisis源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766

Keywords: physical bookstore, five force model, dilemma analysis, strategic innovation

目 录

1 引言 3

2 “五力模型”理论概述 3

3 基于“五力模型”的实体书店困境分析 4

3。1 现有企业——实体书店本身 5

3。2 替代品——电子出版物 5

3。3 新进入者——网络书店 5

3。4 购买者——阅读群体 6

3。5 供应商——图书发行机构 7

4 实体书店困境分析总结 7

5 实体书店的营销发展对策 8

5。1 实施差异营销，打造自主品牌 8

5。2 综合开发模式，发展文化 MALL 9

5。3 构建社区书屋，倡导全民阅读 9

5。4 拓展销售渠道，线上线下齐发展