新零售背景下JX新华书店数字化转型研究
摘要
在我国文化事业产业蓬勃发展过程中，新华书店积极履行着公共文化服务职能，为
满足广大人民群众的精神文化生活需求和知识需要，贡献了重要力量，被广大群众普遍
认同为城市的精神家园和文化地标。但是，随着移动网络时代的来临，实体书店的发展
和生存面临巨大挑战。大批的实体书店在国内电商高速发展的十几年之间纷纷倒闭，并
且仍呈现进一步扩大蔓延的态势。
究其原因，一是市场需求侧的转变。新的市场环境下，消费者的需求也产生了明显变
化，以往的需求大众化、产品标准化的商业环境，已经向需求小众化、产品定制化方向
转变。二是市场供给侧的转变。商品供应已经由供不应求转变成供过于求，产品与渠道
主权时代已过渡到消费者的主权时代。三是新技术的颠覆效应。传统的社会生产关系，
在一定程度上已经被网络、云计算、大数据、物联网等新兴科技所颠覆，从而催生出了全
新的商业模式—新零售。这三个转变，就形成了在宏观上新华书店必须进行数字化变革
的逻辑起点。
尽管当前的实体书店零售市场规模已经大不如前，但真实、可感受的购书阅读体验
依然是其最大的竞争优势。虽然图书电商平台具有价格优势，但是因为缺乏这种购物体
验感，就很难向更高层次的消费形态升级。正因为新零售的方式突破了传统线上与线下
的界限，实现了优势互补，使得书店的商业模式能在不断融合中实现创新和多元化发展。
在此背景下，实体书店应利用好自身线下门店的体验优势，利用数字技术和移动
互联网，实现业务数据化（渠道网络化、门店智能化、管理扁平化）和数据业务化
（营销精准化、物流智慧化、供应链数字化）。推动数字经济与实体书店深度融合，
使其相辅相成。实体书店要尝试 “两条腿”走路，融合线上渠道的便利性和线下的门店
的体验感，以数据为引擎，挖掘客户需求，发展新零售模式，全方位服务读者。
本文主要从当前JX新华书店遭遇的经营困难和发展问题入手，剖析了“新零售”对实
体书店运营与发展所提出的全新要求以及带来的新机遇，进而提出了实体书店所应采取
的经营战略与转型措施，特别是在渠道、业务、门店、管理、营销、物流和供应链等数
字化转型方面的具体实现路径与建议，希望能对我国实体书店的数字化转型提供有益借
鉴。
关键词：新零售；实体书店；图书供应链；互联网营销；数字化转型
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Abstract
Abstract
In the process of the vigorousdevelopment of China's cultural industry, Xinhua
Bookstore actively performs the function of public cultural service, contributes an important
force to meet the spiritual and cultural life needs and knowledge needs of the people, and is
generally recognized by the people as the spiritual home and cultural landmark of the city.
However, with the advent of the mobile network era, the development and survival of
physical bookstores are facing great challenges. A large number of physical bookstores have
closed down one after another during the ten years of rapid development of domestic e-
commerce, and still show a trend of further expansion and spread.
The first reason is the transformation of the market demand side. Under the new market
environment, the demand of consumers has also changed significantly. The previous business
environment of popular demand and product standardization has changed to the direction of
niche demand and product customization. The second is the transformation of the market
supply side. Commodity supply has changed from short supply to oversupply. The era of
product and channel sovereignty has transitioned to the era of consumer sovereignty. Third,
the subversive effect of new technologies. To a certain extent, the traditional social production
relations have been subverted by emerging technologies such as network, cloud computing,
big data and the Internet of things, resulting in a new business model - new retail. These three
changes have formed the logical starting point for the digital reform of Xinhua Bookstore in
the macro level.
Although the current retail market scale of physical bookstores has been greatly reduced,
the real and perceptible book buying and reading experience is still its biggest competitive
advantage. Although the book e-commerce platform has price advantages, it is difficult to
upgrade to a higher-level consumption form due to the lack of this sense of shopping
experience. It is precisely because the new retail mode breaks through the traditional
boundary between online and offline and realizes complementary advantages, so that the
business model of the bookstore can realize innovation and diversified development in the
continuous integration.
In this context, physical bookstores should make good use of the experience advantages
of their offline stores, and use digital technology and mobile Internet to realize the networking
of channels, thedigitization of business, the intelligenceof stores, the flatteningof
management, the accuracy of marketing, the intelligence of logistics and the digitization of
supply chain. Promote the deep integration of digital economy and physical bookstores to
make them complement each other. Physical bookstores should try to walk on two legs,
integrate the convenience of online channels and the sense of experience of offline stores, take
data as the engine, tap customer needs, develop new retail models, and serve readers in an all-
round way.
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新零售背景下JX新华书店数字化转型研究
Starting with the current operating difficulties and development problems encountered
by JX Xinhua Bookstore, this thesis analyzes the new requirements and new opportunities
brought by the "new retail" for the operation and development of physical bookstores, and
then puts forward the business strategies and transformation measures that should be taken by
physical bookstores, especially the specific implementation paths and suggestions in the
digital transformation of channels, businesses, stores, management, marketing, logistics and
supply chain, I hope it can provide a useful reference for the digital transformation of physical
bookstores in China.
Starting with the current operating difficulties and development problems encountered
by JX Xinhua Bookstore, this thesis analyzes the new requirements and new opportunities
brought by the "new retail" for the operation and development of physical bookstores, and
then puts forward the business strategies and transformation measures that should be taken by
physical bookstores, especially the specific implementation paths and suggestions in the
digital transformation of channels, businesses, stores, management, marketing, logistics and
supply chain, I hope it can provide a useful reference for the digital transformation of physical
bookstores in China.
Key Words: new retail; physical bookstores; book supply chain; Internet marketing;
digitization strategic transformation
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