网店经营冲击背景下实体书店的营销发展摘要：近年来，随着人们消费观念的转变和网上书店自身经营水平的提高，图书在网上销售量不断攀升，网上书店也具有广阔的前景和发展空间。网上书店虽然不可能完全取代实体书店，其目前的销售规模也对实体书店造成了很大的冲击，但其快速发展的势头无法让传统实体书店经营者熟视无睹。基于这一现状，本文第一部分介绍目前网络书店与实体书店目前的营销现状，在互联网不断发展的环境下，实体书店的生存环境逐渐被蚕食；第二部分通过份额以及商业模式两方面探索网络书店对传统实体书店的冲击现状；第三部分对网络书店以及实体书店营销的优劣势进行分析，试图进一步改善实体书店的营销方式；第四部分，在前三部分的基础之上，对实体书店面对网络书店的冲击采取的应对的营销策略，对目前实体书店的发展具有一定的参考价值。关键词：网络经营；实体书店；营销策略StoremanagementimpactunderthebackgroundofphysicalbookstoremarketingdevelopmentABSTRACT：Inrecentyears,withthechangeofpeople'sconsumptionconceptandtheimprovementofonlinebookstore'sownoperationlevel,thesalesvolumeofbooksontheInternetisincreasing,andonlinebookstorealsohasabroadprospectanddevelopmentspace.Althoughitisimpossibleforonlinebookstorestocompletelyreplacephysicalbookstoresanditscurrentsalesscalehasalsocausedagreatimpactonphysicalbookstores,themomentumofitsrapiddevelopmentcannotmaketraditionalphysicalbookstoreoperatorsturnablindeye.Basedonthissituation,thefirstpartofthispaperintroducesthecurrentmarketingsituationofonlinebookstoresandphysicalbookstores.UndertheenvironmentofcontinuousdevelopmentoftheInternet,thesurvivalenvironmentofphysicalbookstoresisgraduallyeroded.Thesecondpartexplorestheimpactofonlinebookstoresontraditionalbrick-and-mortarbookstoresthroughshareandbusinessmodel.Thethirdpartanalyzestheadvantagesanddisadvantagesofonlinebookstoreandphysicalbookstoremarketing,tryingtofurtherimprovethephysicalbookstoremarketingmode;Thefourthpart,onthebasisofthefirstthreeparts,dealswiththeimpactofonlinebookstoresonphysicalbookstoresbyadoptingmarketingstrategies,whichhascertainreferencevalueforthedevelopmentofphysicalbookstores.KEYWORDS：networkmanagement;theentitybookstore;Themarketingstrategy目录引言................................................................................................................................11网络书店与实体书店销售现状比较.........................................................................21.1网络书店销售现状............................................................................................................21.2实体书店销售现状............................................................................................................32网络书店对实体书店的冲击.....................................................................................42.1网络书店对实体书店份额的冲击....................................................................................42.2网络书店商业模式的冲击................................................................................................43网络书店与实体书店营销的优势与劣势.................................................................53.1网络书店营销的优势与劣势............................................................................................53.2实体书店营销的优势与劣势............................................................................................64实体书店应对网络书店冲击的营销策略..........................................................
