出版科学 ›› 2022, Vol. 30 ›› Issue (4): 59-.

• 出版学 出版工作 • 上一篇    下一篇

基于 SIVA 营销组合理论的英美独立书店经营创新研究

  

  1. 上海交通大学人文艺术研究院,上海,200240
  • 出版日期:2022-07-23 发布日期:2022-07-23
  • 作者简介:刘锐,上海交通大学人文艺术研究院副研究员、硕士生导师。
  • 基金资助:
    本文系国家社会科学基金重大项目“丝绸之路经济带沿线国家文化产业合作共赢模式及路径研究”
    (17ZDA044)研究成果之一。

Research on Business Innovation of British and American Independent Bookstores
Based on Siva Marketing Mix Theory

  1. Institute of Humanities and Arts,Shanghai Jiaotong University,Shanghai,200240
  • Online:2022-07-23 Published:2022-07-23

摘要:

基于 SIVA 营销组合理论研究英美独立书店经营创新,可以发现,其善于把握消费者
的需求和变化,与之建立一对一的良好品牌沟通对话机会,帮助其缩短决策路径,快速到达入口。
面对网络书店的冲击,英美独立书店曾经一度衰落,然而经过一系列调整和变革,近年来其数量
和规模奇迹般地出现“触底反弹”。具体包括:洞察消费痛点,探索解决问题方案;链接资源主体,
完成信息触点构建 ;彰显溢出效应,创造共享立体价值 ;缩短营销半径,打造优质用户体验。英
美独立书店经营创新对于我国实体书店发展具有参考价值和借鉴意义。

关键词:

Abstract:

Based on Siva marketing mix theory, it is found that British and American
independent bookstores are good at grasping the needs and changes of consumers,
establishing one-to-one good brand communication and dialogue opportunities with them,
helping them shorten the decision-making path and quickly reach the entrance. Facing the
impact of online bookstores,British and American independent bookstores once declined.
However, After a series of adjustments and changes, their numbers and scales miraculously
“bottom out” in recent years. Specifically, it includes : insight into consumption pain points
and explore solutions to problems; Link the resource subjects and complete the construction of
information contact; Highlight the spillover effect and create shared three-dimensional value;
Shorten the marketing radius and create high-quality user experience. The operation innovation
of independent bookstores in Britain and the United States has reference value and significance
for the development of physical bookstores in China.

Key words:

中图分类号: