Study On The Transformation Path Of Private Bookstores In The Context Of The Reconstruction Of The Publishing Industry Chain

New media is in the ascendant under the condition of modern information technology,promoting the rapid changes of products and producers.The original mature business model and relatively stable market pattern of the traditional publishing industry are challenged.The traditional publishing pattern has been changed by the industrial upgrading brought about by the scientific and technological revolution.At present,the publishing industry chain is still in the process of deconstruction and reconstruction,integrating into the vertical and horizontal hybrid structure from the independent vertical chain.China’s publishing industry chain has to be adjusted in time,and the traditional publishing subject is in urgent need of innovation.The main focus of this paper is the subject behavior and the change of the relationship between subjects in the publishing industry chain.On the whole,in recent years,the relationship between publishing subjects has changed from passive natural division of labor to active and integrated industrial cooperation,among which the role and function of private bookstores are changing significantly.Since 1981,a series of reforms in the book distribution system and other aspects directly led to the large-scale entry of private bookstores.The private book industry,which has been disappearing for nearly 30 years since the public-private joint management in 1954,has stepped into the public view again.From the very beginning,as a supplement to the Xinhua Bookstore system,private bookstores have gradually developed into the backbone of book publishing.In the difficult transformation and survival,private bookstores have shown strong innovation and transformation power.They actively take measures such as brand building,image building,publicity and community operation,and take the initiative to carry out diversified cross-border cooperation of "Bookstore +".From the perspective of the publishing industry chain,the transformation measures of Chinese private bookstores showed their actions in each dimension of the industry chain,and actually contributed to the reorganization of the publishing factors in the industry chain,which has a restructuring effect on the publishing industry chain in terms of value,space,and supply and demand.Taking OW-Space as an example,this paper concludes that private bookstores in China not only participate in the restructuring of the publishing industry chain in terms of promoting value co-creation,digging for real needs,and integrating online resources,but also play a key role in the "justify" bookstore cultural identity,facilitating the transformation of the relationship between the publishing house and bookstore,and promoting the integrated development model.Based on the above observations,from the perspective of the relationship level and the whole industry chain,this paper provides ideas and references for the future transformation and survival of private bookstores in three aspects: value abundance enhancement,real demand mining and interactive relationship construction.