出版科学 ›› 2021, Vol. 29 ›› Issue (2): 79-.

• 发行学 发行工作 • 上一篇    下一篇

后疫情时代实体书店的困境、应对及展望

  

  1. （湖南师范大学新闻与传播学院，长沙，410081）
  • 出版日期:2021-03-15 发布日期:2021-04-03
  • 作者简介:王海刚，管理学博士，湖南师范大学新闻与传播学院教授、博士生导师 ；雷丹瑞，湖南师范大学新闻 与传播学院 2019 级硕士生。
  • 基金资助:
    本文系国家社会科学基金项目“清代书业广告研究”（17FTQ007）的阶段性成果。

The Dilemma， Countermeasures and Outlook of Physical Bookstores in the Post
pandemic Era

  1. （School of Journalism and Communication， Hunan Normal University， Changsha， 410081）
  • Online:2021-03-15 Published:2021-04-03

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摘要：

新冠疫情给全球出版业带来了巨大冲击，实体书店的销售码洋大幅下降。后疫情时代，
政府、出版机构、书店从三个维度合力弥补书店损失，措施包括政府扶持、出版机构帮扶和书店自救。
为了摆脱困境，需要落实扶持政策，推动书店发展 ；改进线上营销，重视新型人才 ；小众即为大众，
培养定向客流。未来，实体书店将转变理念，创新经营，表现在 O2O 模式转型升级，全场景阅读
迅速延伸，书店下沉和乡村书店的兴起，进而实现高质量发展。

关键词:

Abstract:

The new crown epidemic has brought a huge impact to the global publishing
industry， and the sales of physical bookstores have fallen sharply. In the post-pandemic era，
the government， publishing agencies， and bookstores have worked together to make up for
bookstore losses from three dimensions. Measures include government support， publishing
agency assistance， and bookstore self-help. In order to get out of the predicament， support
policies need to be implemented to promote the development of bookstores; online marketing
should be improved and new talents should be emphasized; niche people are the masses， and
oriented passenger flow should be cultivated. In the future， physical bookstores will change their
concepts and innovate their operations. This is reflected in the transformation and upgrading of the
O2O model， the rapid expansion of all-scene reading， the sinking of bookstores and the rise of
rural bookstores， and thus achieve high-quality development.

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