Research On O2O E-commerce Implementation Strategy Of Xinhua Bookstore

E-commerce model has now been widely used. Since the Amazon was formally established in 1995, it mainly manages the book sales business through an online bookstore and great changes have taken place in book publishing industry. In recent years, the domestic publishers begin to realize that e-commerce model will play an important role in book publishing industry. If it is applied reasonably, it will promote the economic growth effectively. Under the background, as the book publishing industry leader, Xinhua bookstore shall conform to the trend of The Times and actively carry out electronic commerce mode. Aiming at the current developmental situation and under the inspiration of 020 e-commerce mode related theory, the paper puts forward that Xinhua bookstore can build 020 e-commerce platform on the basis of the existing resource. The 020 e-commerce model provides Xinhua bookstore with a new way to consolidate and strengthen the existing operating results in the new era.The paper begins to illustrate from 020 e-commerce theory, discussing the main mode of electronic commerce in book publishing industry. And then the paper analyses the 020 e-commerce model with the examples of the current classic books publishing industry e-commerce sites. On the basis of that, the paper summarizes the current problems existing in the development of electronic commerce, emphasizing the necessity of applying a new e-commerce model. On the basis of the development of current market, the paper analyses the development environment of Xinhua bookstore e-business models, and discusses the several key factors of developing the e-business mode. At last, combining with the previous analysis, the paper puts forwards some suggestions about the online and offline deployment for the traditional book publishing industry in developing 020 e-commerce.The paper mainly includes the following several parts:The first part introduces the main purpose, significance and the research background.The second part introduces related theory of development of electronic commerce for book publishing industry. The paper divides current main e-commerce mode of book publishing industry into B2C mode and C2C mode, in order to bring out the new e-commerce mode. And then the paper analyses the advantages of 020 e-commerce mode from the perspective of consumers, merchants and platform, laying the theoretical foundation for later research.The third part introduces exploration on the 020 e-commerce mode of Xinhua bookstore. The paper lists the main factors related to the development of e-commerce mode with the help of Michael Porter’s competition model. And then the paper analyses the elements of a Xinhua bookstore O2O e-commerce mode and put forward its operation mode.The fourth part introduces implementation strategy of the transformation of Xinhua bookstore 020 e-commerce mode. On the basis of feasibility analysis, business management, marketing management, information management theory, it puts forward Xinhua bookstore should apply to combine online mode with offline mode. And then illustrates the changes of the organizational structure and the deployment of e-commerce online and offline.The fifth part analyses the 020 e-commerce mode on the basis of the example of Wuhan Xinhua bookstore. The development of e-commerce for Wuhan Xinhua bookstore is the inevitable choice.The sixth part is the research conclusion and prospect. The paper analyses the development trend of the e-commerce for book publishing industry.