摘要：一直以来，书本都是知识的载体，人们通过书籍了解这个世界，而书店正是人们获得书籍的不二场所。随着科技的进展，网上消费已经成为现阶段最为流行的一种消费模式。基于此种背景下，实体书店的市场前景令人堪忧。本文通过对实体书店的营销模式进行分析，分别以翻阅报刊杂志、设计实际购买实验、采访以与问卷的形式来猎取数据，分析实体书店的市场现状，发现问题，继而提出相应对策，从而缓解新华书店淮海北路店在网店背景下的压力。关键词：实体书店，网店，营销模式，问题，对策Abstract:For a long time, the book is the carrier of knowledge, people understand the world through books, and the bookstore is not two people get books. With the development of science and technology, Internet consumption has become one of the most popular current consumption patterns. Based on this background, the market prospect of the entity bookstore is a cause for concern. In this article, through analysis of the marketing pattern of entity bookstore, respectively by reading newspapers and magazines, design the actual purchase experiment to obtain data, interviews and questionnaire, analyzing the market of the entity bookstore, find problems, then put forward the corresponding countermeasures, so as to alleviate xinhua bookstore huaihai road shop online under the background of the pressure. Keywords:the entity bookstore，online store，Marketing mode，problems，Countermeasures目 录1 引言 42 基本理论 42.1 传统的书店营销模式 42.2 网络环境下的营销模式 62.3 调查方法和数据猎取 63 新华书店实体店营销现状分析 73.1 着重公益事业，提高品牌知名度 73.2 活动、设施的体验提高顾客忠诚度 73.3 利用公共文化建设平台，营造全民阅读氛围 83.4 自建网络销售平台，实现网店购书同步进行 83.5 利用自媒体，实现销售功能 83.6 新华书店实体店与网店比较 84 新华书店淮海北路店营销模式存在的问题 124.1 关系营销网络较窄 124.2 顾客缺少良好的体验 124.3 缺乏第三方平台推广 134.4 缺乏自建平台 134.5 缺乏自媒...
