传统书店品牌重构与场景体验的实证探究

Empirical Study on Brand Reconstruction and Scene Experience of Traditional Bookstores

摘要: 随着移动互联网、房地产等行业的发展，网络购书、租金成本等因素使得实体书店生存面临巨大挑战，品牌重构与场景体验的新模式发展成为当下热门话题之一。本文围绕杭州市书店生存状况展开调查，运用柏松回归、列联分析等方法，探究传统书店向新模式转型的发展现状、消费者的行为模式及满意度影响因素，以此透析实体书店转型发展的益处与不足。结果表明，书店存在阅读空间不够、宣传力度不足等问题，消费者行为存在偏好各异等情况，为实体书店的可持续经营与发展提出合理的补充意见。

Abstract: With the development of mobile Internet, real estate and other industries, the survival of physical bookstores is facing great challenges due to the factors such as online book purchase and rent cost. The new mode of brand reconstruction and scene experience has become one of the hottest topics. Based on the investigation of bookstores in Hangzhou, this paper uses the methods of Poisson regression and contingency analysis to study the development status of the transformation of traditional bookstores to new models, the behavior patterns of consumers and the influencing factors of satisfaction, so as to analyze the advantages and disadvantages of the transformation and development of physical bookstores. The results show that there are some problems in bookstores, such as insufficient reading space, insufficient publicity and so on, and there are different preferences of consumers. This paper puts forward reasonable supplementary opinions for the sustainable operation and development of physical bookstores.