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伴随着电子出版、移动阅读的盛行,书刊线下个体销售点经历了上个世纪80年代中期的全面繁荣,90年代的丰富发展之后,现今却面临着大面积的萎缩甚至终结的命运。本文从社会、文化、媒介以及行政等多方面探究书刊线下个体销售点走向消失的原因,进一步明确它的存在价值,包括与消费者有关的社会和传播层面的价值,并对书刊线下销售实体发展提出了策略性建议。
With the popularity of electronic publishing and mobile reading, offline individual sales points of books and journals experienced the full prosperity of the mid-1980s. After the rich development of the 1990s, they now face a large area of decline or even the end of fate. This article explores the reasons for the disappearance of individual offline point-of-sale in books and periodicals from the aspects of society, culture, media and administration, and further clarifies the value of its existence, including the consumer-related social and communication values and the offline sales of books and periodicals Entity development made strategic recommendations.