场景营销：实体书店创新经营模式探究——以上海泡芙云书店为例

Scene Marketing: Research on the Innovative Management Mode of Physical Bookstores—Taking the Paofu Yun Bookstore in Shanghai as an Example

摘要: 随着数字化阅读的兴起和网络书店的竞争，实体书店面临着前所未有的挑战，但仍有一些独立书店，在实体经济面临挑战的背景下，开创出独特的场景营销策略，通过提升读者阅读体验、线上线下同步营销、打造场景化阅读空间等方式打开营销渠道。本文以上海市黄浦区泡芙云书店为典型案例，能够探讨实体书店在场景营销下的创新经营模式，并为实体书店的生存发展提供策略性建议。

Abstract: With the rise of digital reading and the competition from online bookstores, brick-and-mortar bookstores are facing unprecedented challenges. However, some independent bookstores have developed unique scene marketing strategies in the context of the challenges faced by the real economy. They have opened up marketing channels by enhancing the reading experience for readers, synchronizing online and offline marketing, and creating scene-based reading spaces. This article takes the Paofu Yun Bookstore in Huangpu District, Shanghai as a typical case to explore the innovative business model of brick-and-mortar bookstores under scene marketing and provide strategic suggestions for their survival and development.