在网上书店的剧烈冲击下,我国独立书店在新形势下该如何生存和发展,成为社会广泛关注的问题。尽管国内已经采取了一定范围的政府补贴等措施来维持独立书店的经营,但其整体发展态势仍令人担忧。为此,独立书店应系统分析新的社会环境,总结自身发展的瓶颈,结合自身相对特色及优势,进行精准的顾客定位,并运用新媒体来进行自我宣传与营销,积极在逆境下寻找新的发展机会。 Under the severe impact of the online bookstore, how to survive and develop in China’s independent bookstore under the new situation has become a widespread concern in society. Although a certain range of government subsidies and other measures have been adopted in China to maintain the operation of independent bookstores, the overall development trend remains alarming. To this end, independent bookstores should systematically analyze the new social environment, summarize the bottleneck of its own development, combine its own relative characteristics and advantages, carry out accurate customer orientation and use new media to advertise and market itself, and actively look for new Development opportunities.