A Study On The Difficulties And Development Countermeasures Of Chinese Real Bookstore

With the further reform in cultural system and the reconstruction of publishing by technology, traditional books distribution industry is undergoing significant changes in occupancy of resources, profit distribution, competition pattern, and business form. During the changes, cracked down by internet bookstores, digital publishing, and influenced by reading habits of readers, and historical competition patterns, the real bookstores, privately operated bookstores in particular, suffer a lot, and they are facing severe existential crisis. Analyzing the causes of dilemma for collectively operation of real bookstores in all aspects, estimating the necessity and feasibility of real bookstores, and discussing the development strategies for real bookstores play a significant role in seeking transformation and upgrading, and getting rid of existential crisis.Firstly, the thesis introduces the development of real bookstores, including the development of Xinhua Bookstores and privately operated bookstores, and analyzes and discusses the current situation of real bookstores in China from the number of networks and employees.Secondly, the thesis analyzes and discusses the dilemma of real bookstores through Long-tail Theory and Michael Porter’s Five Forces Model, dissects difficulties of Xinhua Bookstores and privately operated bookstores, which are the two major real bookstores in China. The thesis points out the major causes for the dilemma of real bookstores, which include the pressure brought by internet bookstores, replacement of digit publishing, low reading rates of Chinese citizens, change of reading ways, increase of management cost, and decline of profits.Thirdly, the thesis analyzes the necessity for real bookstores in China through political, economic, and cultural aspects. It also explains the feasibility for real bookstores from the aspects-opportunities given by the policy and markets. And it analyzes the policies provided by the central government and other local governments to help real bookstores.At last, the thesis discusses the development strategies from three fields, including national aids, social supports, and self-promotion of real bookstore itself, and focuses on analyzing the self-promotion strategies. The thesis points out that now real bookstores should position itself, make sure its role and management direction, reduce its management cost through chain management and rational and efficient management methods, carry out services on internet by utilizing network, obey readers-oriented principle, and provide higher quality services. In addition, the thesis predicts the models of real bookstores in the future, and it concludes that in the future the major real bookstores types are large book cities based on cultural mall, community bookstores, and book bars. And the three-dimensional sales models will be formulated, of which large book cities will be the major parts, community bookstores will play as footstones, and book bars will be the complement.