后疫情时代实体书店的困境、应对及展望

王海刚　雷丹瑞

[摘 要] 新冠疫情给全球出版业带来了巨大冲击，实体书店的销售码洋大幅下降。后疫情时代，政府、出版机构、书店从三个维度合力弥补书店损失，措施包括政府扶持、出版机构帮扶和书店自救。为了摆脱困境，需要落实扶持政策，推动书店发展;改进线上营销，重视新型人才;小众即为大众，培养定向客流。未来，实体书店将转变理念，创新经营，表现在O2O模式转型升级，全场景阅读迅速延伸，书店下沉和乡村书店的兴起，进而实现高质量发展。

[关键词] 后疫情时代 实体书店 融合发展 全场景阅读

[中图分类号] G235[文献标识码] A[文章编号] 1009-5853 （2021） 02-0079-10

The Dilemma， Countermeasures and Outlook of Physical Bookstores in the Post-pandemic Era

Wang Haigang Lei Danrui

（School of Journalism and Communication， Hunan Normal University， Changsha， 410081）

[Abstract] The new crown epidemic has brought a huge impact to the global publishing industry， and the sales of physical bookstores have fallen sharply. In the post-pandemic era， the government， publishing agencies， and bookstores have worked together to make up for bookstore losses from three dimensions. Measures include government support， publishing agency assistance， and bookstore self-help. In order to get out of the predicament， support policies need to be implemented to promote the development of bookstores; online marketing should be improved and new talents should be emphasized; niche people are the masses， and oriented passenger flow should be cultivated. In the future， physical bookstores will change their concepts and innovate their operations. This is reflected in the transformation and upgrading of the O2O model， the rapid expansion of all-scene reading， the sinking of bookstores and the rise of rural bookstores， and thus achieve high-quality development.

[Key words] Post-pandemic era   Physical bookstore   Integrated development Full-scene reading

新冠疫情的暴发，对全球经济发展带来巨大冲击。随着我国疫情得到有效控制，我国逐步进入“后疫情时代”，人们的生活方式、消费方式发生了显著变化。疫情使全球出版业遭受重创，各国实体书店均面临较大损失。我国已步入稳定复工复产阶段，出版商和实体书店员工采取各种应急措施保障企业的正常生产，但疫情对实体书店的打击仍然存在，书店的整体态势暂时还恢复不到疫情前的水平。国内仍对聚集性感染进行严格管控，提倡少聚集等防控措施，避免疫情反弹，实体书店短期内可能要继续面临客流量少的局面。实体书店新设的各类线上业务效果不佳，也表明当下有些方案需要调整优化。疫情为实体书店转型升级按下了加速键，倒逼实体书店改革，促使实体书店产生新动能、新方向、新业态。……