I 摘要 实体书店曾是人们文化消费的重要场所，但近年来大量的实体书店，包括业内一 些知名书店纷纷倒闭，网络书店乘着互联网经济的浪潮，迅猛发展，不断挤压着实体 书店的生存空间，电子阅读模式，特别是手机的普及应用，使得纸质书籍面临前所未 有的威胁，传统实体书店行业发展举步维艰，急需进行战略转型，应对当前的发展困 境。 L 图书零售有限公司是 DZ 市内一家以经营教辅类和社科类书籍为主的传统实体 书店，从 2017 年开始，公司销售额连续出现下滑，利润增长率下降并出现负增长， 个别店面亏本经营。本文以 L 图书零售有限公司为研究对象，首先在深入调查的基础 上对 L 公司的经营现状及存在问题进行了说明，公司多年来固守不变，在业务范围、 销售渠道、发展理念等方面都没有明显的改进，渐渐落后于图书零售行业的发展。其 次通过 PEST 分析、波特五力模型、SWOT 分析对公司战略转型环境进行详细研究，公 司战略转型的宏观环境总体较好，行业环境中主要受到同行实体书店、网络书店的较 大竞争压力，SWOT 分析可以看出，公司既存在运营成本高、管理制度不完善、读者 阅读习惯变化等不利因素，也有店面地理位置优越、发展前景广阔、资金充足等优势。 SWOT 矩阵分析结果表明，该公司应实施多种经营战略与扭转型战略的转型路径，明 确公司愿景与使命，进而明确战略转型目标，最后从线上线下两个维度，通过店面转 型升级、提高公司服务能力和现代化营销水平以及多元化、情境化、智能化等措施， 推进战略转型计划落地落实，同时完善公司制度建设、建立健全人才培养制度，加强 文化建设，为公司转型提供保障和支持，帮助公司顺利走出困境，成功实现战略转型。 本文的研究成果也将为传统实体书店应对信息时代互联网技术的冲击提供有益的发 展战略借鉴。 关键词： 实体书店 战略转型 转型环境 线上线下 多元化Abstract II Abstract Physical bookstores used to be an important place for people's cultural consumption, but in recent years, a large number of physical bookstores, including some well-known bookstores in the industry, have closed down one after another. With the rapid development of Internet economy, online bookstores are constantly squeezing the living space of physical bookstores. With the popularization and application of electronic reading mode, especially mobile phones, paper books are facing unprecedented threats The development of physical bookstores industry is very difficult, so it is urgent to carry out strategic transformation to deal with the current development dilemma. L book retail Co., Ltd. is a traditional physical Bookstore mainly engaged in teaching and social science books in DZ city. Since 2017, the company's sales have continued to decline, the profit growth rate has declined and negative growth, and some stores have been operating at a loss. This paper takes l book retail Co., Ltd. as the research object, first of all, on the basis of in-depth investigation, the operation status and existing problems of L company are explained. The company has remained unchanged for many years, and has no obvious improvement in the business scope, sales channels and development concept, and gradually lags behind the development of the book retail industry. Secondly, through PEST analysis, Porter's five forces model and SWOT analysis, the macro environment of the company's strategic transformation is generally good, and the industry environment is mainly under the greater competition pressure from peer physical bookstores and online bookstores. SWOT analysis shows that the company has high operating costs, imperfect management system and changes in readers' reading habits Profit factor, also has the store location superiority, the development prospect is broad, the fund is sufficient and so on superiority. The results of SWOT matrix analysis show that the company should implement the transformation path of diversified business strategy and Turnaround Strategy, clarify the company's vision and mission, and then clarify the strategic transformation goal. Finally, from the two dimensions of online and offline, through the transformation and upgrading of stores, the improvement of the company's service ability and modern marketing level, as well as diversification, contextualization and intellectualization, the strategic transformation plan should be promoted At the same time, we should improve the company's system construction, establish and improve the talent training system,Abstract III strengthen the cultural construction, provide guarantee and support for the company's transformation, help the company to get out of the predicament and successfully realize the strategic transformation. The research results of this paper will also provide beneficial development strategy reference for traditional physical bookstores to cope with the impact of Internet technology in the information age. Key words: physical bookstore strategic transformation transformation environment online and offline diversification目 录 IV 目 录 摘要...................................................................I Abstract...............................................................II 第 1 章 绪论............................................................1 1.1 研究背景和意义..................................................1 1.1.1研究背景...................................................1 1.1.2研究意义...................................................1 1.2 国内外研究现状..................................................2 1.2.1国外研究现状...............................................2 1.2.2国内研究现状...............................................4 1.3研究内容和方法...................................................5 1.3.1研究内容...................................................5 1.3.2研究方法...................................................6 第2章 相关理论概述......................................................7 2.1 动态能力理论....................................................7 2.2 战略柔性理论....................................................8 2.3 渐进决策理论....................................................8 第3章 L公司发展现状及存在问题分析......................................10 3.1 L公司概况......................................................10 3.2 L公司发展现状..................................................12 3.2.1 L公司业务经营现状........................................12 3.2.2 L公司发展战略............................................13 3.3 L公司发展中存在的问题..........................................13 3.3.1消费者人群数量下降........................................13 3.3.2运营成本高................................................14 3.3.3发展理念滞后..............................................14 3.3.4落后的传统管理模式........................................14 3.3.5缺乏专业化、复合型人才队伍................................15 第4章 L公司战略转型环境分析............................................16 4.1 PEST分析...................................................... 16 4.1.1政治环境分析..............................................16目 录 V 4.1.2经济环境分析..............................................17 4.1.3社会环境分析..............................................17 4.1.4科学技术环境分析..........................................18 4.2 L公司竞争环境分析..............................................18 4.2.1同行竞争..................................................19 4.2.2网络书店竞争..............................................19 4.2.3替代行业竞争..............................................20 4.2.4供应商的议价能力..........................................20 4.2.5消费者的议价能力..........................................21 4.3 SWOT分析.......................................................21 4.3.1优势..................................................... 21 4.3.2劣势......................................................22 4.3.3机会......................................................23 4.3.4威胁......................................................24 第5章 L公司战略转型实施计划和保障措施..................................26 5.1 L公司战略转型的路径和目标......................................26 5.1.1 L公司发展的愿景和使命....................................26 5.1.2 L公司战略转型路径选择....................................26 5.1.3 L公司战略转型目标........................................28 5.2 L公司战略转型实施计划..........................................29 5.2.1线下转型..................................................29 5.2.2线上转型..................................................32 5.3 L公司战略转型实施的保障措施....................................34 5.3.1完善制度建设..............................................34 5.3.2建立健全人才机制..........................................34 5.3.3加强公司文化建设..........................................35 第6章 结论与启示.......................................................36 致谢...................................................................37