摘 要:本文主要研究的是图书类商品的经营业态及发展模式。由于网络书店的出现并逐渐成熟，消费者也越来越能接受网上购书这一种消费模式，实体书店这一经营模式受到了极大的挑战。本文主要从消费者的角度出发来研究图书类商品未来可能的经营模式，并结合笔者在实体书店的考察给出一个初步的结论和预测。针对消费者方面制定相关的问卷，针对实体店商家，主要采用实地考察法，这里主要选择两类具有代表性的实体书店。分别是以新华书店为代表的综合性书店和以教科辅导书为代表的专业性书店。通过对消费者的调查和对实体店的考察，了解到实体书店和网络书店这两种经营业态的经营状况。通过分析比较实体书店和网络书店这两种经营业态的优劣势，并结合之前的调查结果，给实体书店和网络书店提供一些建议。可供这两种不同经营模式的商家参考及对现有状况进行一定的调整，使这两种经营模式能够长久健康的发展下去。

关键词：经营业态；网络书店；实体书店

ABSTRACT:This article mainly studies the book commodities activities and development mode. Due to the emergence of online bookstore and gradually mature, also more and more consumers can accept this kind of consumption patterns for online bookstores, the physical bookstore this business model by a great deal of challenges. This article mainly from the perspective of consumers to study book commodities possible future business model, and combining the investigation of physical bookstore, that give a preliminary conclusion and forecast. Design related questionnaire for consumer, for physical bookstore, mainly uses the fieldwork method, main choice two types of representative physical bookstore. One is a delegate with Xinhua bookstore represented the comprehensive bookstore and another is delegate with taught to coach book represented the professionalism of the bookstore. According to the results of the survey of customers and physical bookstores, we can understand the physical bookstores and online bookstores these two kinds of commodities activities of operating conditions. Based on the analysis comparison of physical bookstores and online bookstores the advantages and disadvantages of these two kinds of commercial activities, and combined with previous research results, to provide some suggestions to the physical bookstores and online bookstores. These Suggestions can provide reference for the two different operation mode, and can adjust the existing condition, make these two kinds of operation mode can better long-term health development. 

Keywords: commercial activities; online bookstore; physical bookstore