我国民营实体书店的体验营销策略研究论文.docx

本科论文 本科论文 摘 要 随着我国的网络技术与电子商务的不断进步和发展，在图书零售行业网络书店和电子书的兴起，使得实体书店遭受了巨大的冲击。快节奏的生活方式使得人们的阅读方式发生了改变，不再依赖于纸质书本。例如出差想要随时阅读只需携带一部手机或者一台电子阅读器即可满足需求。相对于实体书店通过网络购书也是既便宜又方便。就此情形发展我国民营实体书店如果想要吸引消费者，留住消费者，就必须创新经营策略。 本文通过全面分析我国实体书店经营现状和困境，深入了解到了实体书店经营举步维艰的根本原因。分析发现，民营实体书店的经营模式存在很大的问题，本文通过引入一种创新经营策略——体验营销策略，来解决我国民营实体书店制的经营问题。通过这种新型营销策略来提高我国民营实体书店的竞争力，抵挡电子书以及网络书店带来的冲击。同时也为我国民营实体书店实现创新经营和转型提供思路。 关键字：民营实体书店，体验营销，营销策略 Abstract With the continuous progress and development of China's network technology and e-commerce, the rise of e-books and online bookstores in the book retail industry has caused a huge impact on the physical bookstores. The fast-paced lifestyle has changed the way people read, no longer relying on paper books. For example, if you want to read at any time, you can just bring a mobile phone or an e-reader to meet your needs. Compared to the physical bookstore through the network to buy books is also cheap and convenient. In this case, if we want to attract consumers and retain consumers, we must innovate business strategy. Through a comprehensive analysis of China's physical bookstore business status and dilemma, this paper in-depth understanding of the entity bookstore business difficulties in the root cause. Analysis found that there are great problems in the business model of private physical bookstores, this paper through the introduction of an innovative business strategy - experience marketing strategy, to solve the management problems of China's private entity bookstore system. Through this new marketing strategy to improve the competitiveness of China's private physical bookstores, to resist the impact of e-books and online bookstores. At the same time, it also provides ideas for the realization of innovative operation and transformation of private entity bookstores in China. Keywords: Private physical bookstore, Experience marketing, Marketing strategy 目 录 TOC \o "1-3" \h \z \u 摘 要 I Abstract II 目 录 III 前 言 1 1 绪论 2 1.1 民营实体书店的含义 2 1.2 发展历程