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1、密级：学校代码：10075分类号：学号：20100821文学硕士学位论文我国实体书店的生存困境及经营策略探析学位申请人：王北北指导教师：杨才学位类别：文学硕士学科专业：传播学授予单位：河北大学答辩日期：2013年5月25日ClassifiedIndex:Code:10075U.D.C.:No.20100821ADissertationfortheDegreeofM.ArtsTheSurvivePredicamentofPhysicalBookshopsinChinaandTheRelevantOperatingStrategyResearchCandidate:WANGBeibeiSuper
2、visor:YANGCaiAcademicDegreeAppliedfor:MasterofArtsSpecialty:CommunicationUniversity:HebeiUniversityDateofOralExamination:May,25th,2013摘要摘要随着信息技术的发展，尤其是电子书和网络书店的兴起，实体书店受到了前所未有的冲击，加之当今社会读者阅读习惯的改变与缺失，实体书店总体上呈现出衰落局面。本文回顾并总结了实体书店发展的历史和现状，通过分析电子书、网络书店的特点以及国民阅读的情况，总结了我国实体书店的生存困境，从成本、便利性、阅读体验等方面分析了实体书店的优劣势
3、。而后在经济、文化和教育三个层次解读了实体书店存在和发展的意义及其优势所在。最后以实体书店发展路径选择和实体书店的外部发展环境为切入点，从内外两方面阐述了我国实体书店在今后发展过程中应采取的经营策略。关键词实体书店经营策略全民阅读IAbstractAbstractWiththedevelopmentoftheIT,especiallytherisingofE-bookandonlinebookstore,traditionalbookshopsarenowexperiencinganunprecedentedshock,hundredshavegonebankruptcy.Thisdisse
4、rtationreviewedthehistoryofthebookshopandsummarizedthecurrentstatus.ByanalyzingthefeaturesofE-books,onlinebookstoresandthesocialreadingenvironmentrespectively,authorsummarizedthecurrentdifficultsituationfortraditionalbookshops.Andthen,theauthoranalyzedtheprosandconsoftraditionalbookshopsintermsofco
5、st,convenienceandreadingexperience;andcomparedphysicalbookshopsandonlinebookshopsintermsofcost,convenience,pre-readinganddemonstration,throughthecomparisons,foundouttheprosandcons.Moreover,fromthreeaspects,namelyeconomy,culture,andeducation,authordiscussedthesignificanceandadvantagesoftheexistencea
6、nddevelopmentofthephysicalbookshops,andfinallytookthedevelopmentpathchoiceandexternaldevelopmentenvironmentastheentrypoints,forbothtwoaspectsfrominsideandoutside,demonstratedthefutureoperatingstrategiesofthephysicalbookshopsinChina.KeywordsPhysicalBookshopsOperatingStrategyResearchNationWideReading
7、II目录目录绪论········································································································································1第1章我国实体书店现状综述················································
