5E营销理论的视野超越了4P组合理论的框架,它更加重视整个价值链的联动性,关心顾客的消费愉悦感,能有效提升顾客消费层次和培养顾客消费的惯性。对于实体书店的经营而言,它提供了一个新的视角。本文从这一视角出发,重点阐述了实体书店应运用5E营销理论开展各项经营活动的改革,扬长避短,从而提升竞争力。 5E marketing theory goes beyond the framework of 4P portfolio theory. It attaches more importance to the linkage of the whole value chain, cares about the consumer’s pleasure of consumption, effectively improves the level of customer consumption and fosters the inertia of customer’s consumption. It provides a new perspective on the management of physical bookstores. This article from this perspective, focusing on the physical bookstore should use 5E marketing theory to carry out various business activities in the reform, avoid weaknesses, thereby enhancing competitiveness.