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Advances in Social Science, Education and Humanities Research, volume 233 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018) Research on Physical Bookstore Marketing Communication Under the Internet Challenge* Lu Wang College of Arts and Sciences Shanghai Polytechnic University Shanghai, China 201209 Abstract—The rapid development of the Internet and ecommerce has caused that reading and consumption habits of readers have changed dramatically, and physical bookstores have been severely impacted, rising and setting in the strong tide of closing. With the continuous deepening of the “national reading”, the physical bookstore industry has shown signs of recovery. Under such a big environment, how the physical bookstore break through the difficulties through marketing communication has become the key for them to counter attack successfully. Keywords—physical bookstore; marketing communication I. INTRODUCTION With the dramatic development of the Internet and Ecommerce, reading and consumption habits of readers have undergone a huge change. The development of physical bookstores absorbed vicious blows and experienced ups and downs in the surging tide of closure. With the gradual popularization of the “nationwide reading”, the physical bookstore industry has shown signs of recovery. In the big environment, it has become the key for the physical bookstores to successful reverse attacks that how to break through the dilemma through marketing communication. II. THE EXISTING STATUS QUO OF PHYSICAL BOOKSTORES UNDER THE CHALLENGE OF THE INTERNET A. Physical Bookstores Are Under Great Pressure to Survive As a place for selling books, physical bookstores combine characteristics of business and culture. It is not only a carrier of cultural communication, carrying a reading experience, but also a cultural landmark of a city or region, embodying cultural connotations. With the increasingly powerful and advanced Internet and e-commerce, consumers' reading and consumption habits have undergone tremendous changes. A large number of physical bookstores that are poorly managed and unable to adapt to changing market environment have closed down. On account of single marketing model, simple and crude book-selling *This paper is the research achievement of the "New Media Pr Communication" -- the Discipline Construction Project of Public Relations in Shanghai Polytechnic University (subject number: XXKPY 1610). Qiuzi Chen College of Arts and Sciences Shanghai Polytechnic University Shanghai, China 201209 environment, and indifferent service attitudes of traditional physical bookstores, they simply cannot meet the demands and expectations of the new generation of consumers for physical bookstores. At the same time, under the fierce attack of competitive price of online bookstores, it may be said that physical bookstores are directly in the face of life and death. After a few years of closure, the physical bookstore began its search for breakthroughs and self-help. Some physical bookstores open up new development patterns, such as adding new business projects, optimizing services in physical bookstores, and diversifying the use of new media and traditional media platforms for marketing communications. In the past two years, various local governments have also begun to intensively introduce support policies for physical bookstores, covering the aspects of land, taxes, and bank discounts and so on. However, due to the high operating costs of physical bookstores, its pressure for survival is still enormous. Despite there are signs of recovery, the road to recovery is still difficult. B. Market Environment Is Not Very Good From a macro perspective, the market dilemmas faced by physical bookstores are in a world-wide similarity and they have become a global phenomenon. The rapid development of the Internet and e-commerce has caused physical bookstores all over the world to suffer from "winter". The brand-new retail model and consumption model they provide has accelerated the reading rhythm of consumers, and has also drastically reduced consumers' interest in reading printing books. The macro market environment of physical bookstores has suffered tremendously from changes in reading technology and reading conditions. From the perspective of the micro market environment of physical bookstores, rising rents, high manpower costs, shortage of funds, and other factors have all become obstacles to the development of physical bookstores. It has become the normal environment for purchases in physical bookstores that people just look around and buy the books they see at a cheaper price from online bookstores. Even in the current situation where physical bookstores are actively seeking transformation, the phenomenon that the visitors flow rate is greater than the purchase rate is still widespread. Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 1614 Advances in Social Science, Education and Humanities Research, volume 233 C. Competitors Are Strong Online bookstores, online reading and electronic book products are the major competitors of physical bookstores. Online bookstores can take advantage of discounted prices because there is no pressure on the rental and manpower costs. Whether it is Dangdang.com well-known for “the business of selling books is good”, or domestic mainstream e-commerce platforms such as Tmall and Jingdong, the scale and speed of book sales are very noticeable. The convenience of smart phone mobile terminals and the full coverage of the Internet have made "fragmented" reading the main form of reading. Direct online reading on websites has also become the preferred reading method for many consumers. The convenience, richness, and low cost of online reading make the original business value of physical bookstores insignificant. In addition to the current market environment where knowledge is paid, consumers prefer to purchase more intuitive content at a lower price directly. Even if it's needed to seek a systematic and integrated knowledge, people don't need to go to a physical bookstore to buy books because they can be replaced by E-book products easily. Seeing from the perspective of e-book product development trends, the e-book products in the future will have larger capacity, and its features such as easy portability, rich content, and being environmentally friendly meet all the rigid demands of paper books and make the existence of paper books and physical bookstores become negligible. III. ANALYSIS OF MARKETING COMMUNICATIONS IN PHYSICAL BOOKSTORES The dilemma faced by physical bookstores is obvious to all, but the idea of exploring the development of physical bookstores has been stuck on the marketing thought on how to make a profit. As mentioned above, physical bookstores are not only the commercial organizations that sell books, but communication institutions of cultural carrier. Compared with other commodities, the cultural properties of books are more prominent, and the cultural echoes of physical bookstores are also stronger. Therefore, if the transformation idea of the physical bookstore can jump out of the pure limited marketing thinking, expand into the thinking space of marketing communication, it will provide another path choice for the physical bookstore transformation. A. Analysis on Marketing Communication Audience 1) Young artists: Young artists are the main consumers of physical bookstores. Most young artists love literature and pay attention to the reading experience of paper books and physical bookstores. Therefore, for them, the number of visits to physical bookstores is many times greater than that of the average consumers. The books read by young artists contain the books of literature, history, and philosophies more, while online bookstores stock based on the sales volume 内容过长，仅展示头部和尾部部分文字预览，全文请查看图片预览。 丹. 编辑之友. 2015(02) [15] Peng Guanglin. Creating A National Reading Atmosphere in an AllRound Way: A Brief Discussion on the Difficulties and Focus of Promoting Nationwide Reading [J]. Editorial Friend. 2015(02). 全方 位营造全民阅读氛围——略论推进全民阅读的难点与着力点[J]. 彭某某.编辑之友. REFERENCES [1] Xing Liang, Evolution of Marketing Communication Theory [D]. Jinan University. 2013 营销传播理论演进研究[D]. 星亮.暨南大 学 . 2013 [2] Supersymmetric SU (5) Model with Four Light Higgs Doublets /N. Krasnikov, G. Kreyerhoff, R. Rodenberg 1621 [文章尾部最后500字内容到此结束,中间部分内容请查看底下的图片预览]请点击下方选择您需要的文档下载。

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