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摘要书籍是人类的朋友，随着我国经济大幅度的发展，人们对书籍的要求明显上升，但是我国的实体书店发展却遭遇到了巨大的生存困难。电子书籍及网上书店的兴起对我国实体书店造成了巨大的冲击，许多著名的书店如拥有三十六家连锁店的光合作用书局倒闭，第三极书局关门等等，实体书店大约有60%倒闭。鉴于此，实体书店都开始进行改变，创新，通过对消费者的心理和行为来寻找适应时代发展的新模式进行转型升级。42670
先锋书店，创立于1996年，是国内知名的民营实体书店。她为读者打造了以建筑、宗教和人文关怀为一体的阅读空间，吸引了国内外众多的读者前来体验。她是南京市十二张文化名片之一，是“中国最美的书店”。
在网络发达的现代社会，在电子商务发展如此快速的社会背景下，先锋书店根据其自身的发展方式，以及消费者的行为、感官体验等探索出了一条以顾客为中心，打造出可以为顾客带去可知可感的集休闲娱乐和阅读为一体的文化空间。
本篇论文通过对体验营销的相关理论知识和方法进行研究，对先锋书店的发展及转型之路进行分析并采取她的可取之处进行策略实施；对南京先锋书店的营销环境进行SWOT分析，研究其体验营销策略的设计。为实体书店的转型发展探索出新出路。
毕业论文关键词：南京先锋书店；体验营销；五大模块；SWOT分析
Experiential Marketing Research Bookstore Market - A Case Study of Nanjing Pioneer Bookstore
Abstract
Books are friends of human beings, with the substantial development of our economy, people request books increased significantly, but the development of the physical bookstore has encountered great difficulties to survive. The rise of e-books and bookstore online has tremendous impact on our physical bookstore. Many well-known bookstores have closed down such as the photosynthesis bookstore with thirty-six multiple shops and the third most bookstore and so on .About 60% physical bookstores are closed down . In view of this, physical bookstores have begun to change and innovate according to consumers’ psychology and behavior to find a new model adapted to the development of the era to transform and upgrade.
Pioneer Bookstore, founded in 1996, is the leading private entity bookstore. She builds a reading room for readers which possess construction ,religion and humanistic care , attracting a large number of readers at home and abroad to come to experience. She is one of the twelve culture cards in Nanjing city and ‘the most beautiful bookstore in China’.
In the modern society of developed network and the social background with e-commerce growing so fast,Pioneer bookstore has explored and built the culture space focusing on customers and bring them a sense of leisure entertainment and reading on the basis of their own development, consumers’ behavior and sensory experience.
This article is about analyzing the way of the development and transformation of being useful and improved and internal and external marketing environment about Pioneer bookstore through theoretical knowledge and methods of marketing experience,putting forward the design of its marketing strategy and exploring a new way for the development and transformation of the physical bookstore.
Key Words: Nanjing Pioneer Bookstore Experiential Marketing The Five Modules SWOT -Analysis
目 录
摘要-I
Abstract-Ⅱ
目录IV
一、绪论 -1
（一）选题背景和意义-1
（二）先锋书店简介1
（三）研究内容及研究方法-2
二、国内外学者对体验营销研究的综述2
三、体验营销相关概念界定-3