傳統書店與網絡書店經營模式的比較研究

趙歡

摘要：隨著計算機和通信技術的突飛猛進，電子商務作為一種新的經營模式得以產生并迅速發展起來。作為電子商務的一支，網絡書店在圖書行業中也嶄露頭角。網絡書店在全球范圍內的興起對傳統的圖書營銷方式產生了前所未有的沖擊，在圖書購銷體系中扮演著日漸重要的角色，呈現出廣闊的發展前景。面對巨大的生存危機，傳統書店也開始通過各種創新來努力實現轉型。在二者的激烈角逐中，網絡書店的優勢非常明顯，但傳統書店卻依然保持著較大的市場份額。那么，究竟是何種原因使得網絡書店得以迅速擴張？又是何種原因讓傳統書店能夠在巨大的沖擊之下還能占有一席之地呢？未來整個圖書市場的發展又將青睞哪種模式呢？

這些疑問背后，實際上蘊涵著一個值得深入思考的理論問題：兩種不同的圖書經營模式各自的優勢和劣勢。當試圖在文獻中尋找答案時，我們發現，已有的文獻更偏愛網絡書店這種經驗模式，而為數不多的研究雖然也涉及傳統書店的變革問題，但基本上都只是對一些具體創新措施的描述，缺乏理論深度。因此，從理論上系統比較傳統書店和網絡書店兩種經營模式，并在此基礎上對未來圖書銷售行業的發展趨勢做預測性的分析，具有重要的理論和實際意義。

營銷的本質在于滿足客戶需求，競爭制勝的關鍵也在于誰能滿足客戶的需求。按照這樣的理論邏輯，網絡書店與傳統書店兩種模式的發展軌跡實際上就可以解讀為哪一種模式更能滿足客戶的需求。因此，本文首先對網絡書店和傳統書店進行了概括性的介紹，然后運用4C理論、長尾理論、牛鞭效應、SWOT等理論對網絡書店和傳統書店進行了優、劣勢比較，在系統總結出網絡書店和傳統書店兩種模式的優勢和劣勢的基礎上，深度挖掘網絡書店和傳統書店的優勢共存，對未來圖書零售業的發展趨勢作了預測，也為身處圖書零售業的實際工作者提供了一些有價值的建議。

關鍵詞：網絡書店；傳統書店；4C理論；長尾理論；牛鞭效應

Abstract:Along with the rapid development of computer and communication technologies,e-commerce as a new business model can be generated and developed rapidly.As one of the e-commerce,online bookstore,also emerge in the book industry.The rise of the online bookstore worldwide an unprecedented impact on the traditional book marketing.Book buying and selling system plays an increasingly important role,showing the broad prospects for development.Facing an enormous crisis of survival,traditional bookstores take a variety of innovative efforts to achieve the transformation.Of intense competition,the advantages of online bookstores are very obvious,but the traditional bookstore still maintained a large market share.So,what makes online bookstores’rapid expansion?Is any reason for the traditional bookstore can survive under the huge impact?

There’s a theoretical issue that deserves further thought:what’s the advantages and disadvantages of two different books business model?When trying to find the answer in the literature,we found that the existing major literature prefers the online bookstore as experience model,and studies related to the transformation of the traditional bookstore,basically just a description of some specific innovative measures lack of theoretical depth.Therefore,this paper argues from an angle of theoretical support of the old bookstores and network bookstore the two kinds of business models,and on this basis,the industry development trend of future book sales forecast analysis which has important theoretical and practical significance.

The essence of marketing is to meet customer needs.The key to winning the competition is to meet customer needs.In accordance with the logic of this theory,the online bookstore,and traditional bookstores development path of the two modes in fact can be interpreted as which model better meets customer demand.Therefore,in the process of comparative analysis,this paper draws the marketing classic 4C theory,The Long Tail theory,Bullwhip Effect theory from the consumers,cost,convenience and communication four dimensions of the online bookstore and the traditional bookstore system comparison.In the data collection process,the integrated use of literature,in-depth interviews and other research methods.On the basis of comparative framework,the depth of excavation data,the system summed up the advantages and disadvantages of the online bookstore,and traditional bookstores twomodes made to predict the future development trend of the book retail,not only theoretically,but also for living the book retail industry practitioners provide some valuable suggestions.

Key words:Online bookstore; Traditional bookstores; 4C theory; The Long Tail theory; Bullwhip Effect theory