传统书店与网络书店经营模式的比较研究

赵欢

摘要：随着计算机和通信技术的突飞猛进，电子商务作为一种新的经营模式得以产生并迅速发展起来。作为电子商务的一支，网络书店在图书行业中也崭露头角。网络书店在全球范围内的兴起对传统的图书营销方式产生了前所未有的冲击，在图书购销体系中扮演着日渐重要的角色，呈现出广阔的发展前景。面对巨大的生存危机，传统书店也开始通过各种创新来努力实现转型。在二者的激烈角逐中，网络书店的优势非常明显，但传统书店却依然保持着较大的市场份额。那么，究竟是何种原因使得网络书店得以迅速扩张？又是何种原因让传统书店能够在巨大的冲击之下还能占有一席之地呢？未来整个图书市场的发展又将青睐哪种模式呢？

这些疑问背后，实际上蕴涵着一个值得深入思考的理论问题：两种不同的图书经营模式各自的优势和劣势。当试图在文献中寻找答案时，我们发现，已有的文献更偏爱网络书店这种经验模式，而为数不多的研究虽然也涉及传统书店的变革问题，但基本上都只是对一些具体创新措施的描述，缺乏理论深度。因此，从理论上系统比较传统书店和网络书店两种经营模式，并在此基础上对未来图书销售行业的发展趋势做预测性的分析，具有重要的理论和实际意义。

营销的本质在于满足客户需求，竞争制胜的关键也在于谁能满足客户的需求。按照这样的理论逻辑，网络书店与传统书店两种模式的发展轨迹实际上就可以解读为哪一种模式更能满足客户的需求。因此，本文首先对网络书店和传统书店进行了概括性的介绍，然后运用4C理论、长尾理论、牛鞭效应、SWOT等理论对网络书店和传统书店进行了优、劣势比较，在系统总结出网络书店和传统书店两种模式的优势和劣势的基础上，深度挖掘网络书店和传统书店的优势共存，对未来图书零售业的发展趋势作了预测，也为身处图书零售业的实际工作者提供了一些有价值的建议。

关键词：网络书店；传统书店；4C理论；长尾理论；牛鞭效应

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