数字媒体时代引起的网购和电子书产业崛起,对实体书店的盈利与发展形成了强烈冲击。水石书店是英国最大的实体书店,本文从改制放权、个性化营销、店面修葺、文化活动和“书店+”等方面,详实解读了水石书店的逆势赢利之道,并在此基础上,总结提出了国内实体书店应对电子书市场挑战的一些颇具启发性的建议。 The rise of online shopping and e-book industry caused by the era of digital media has created a strong impact on the profitability and development of physical bookstores. Shishui Bookstore is the largest entity bookstore in the United Kingdom. This article gives a detailed account of the counter-profit making of Shishisuan from the perspectives of decentralization, individual marketing, storefront renovation, cultural activities and “bookstore + ”. Based on this, , Summed up some substantive bookstores to address the challenges of e-book market some very enlightening suggestions.