Game and Symbiosis: Changes in the Marketing Ecology of Physical Bookstores under the Perspective of Media Integration

随着新一代数字技术的深入应用和消费者需求的变化，促使实体书店转型和创新其商业模式。本文从价格、流量、市场定位等角度思考实体书店直播销售生态博弈的原因，探讨实体书店如何在互联网冲击的大潮中找到“博弈”与“共生”的最优解，实现传统的书店转化为具有更强社交属性、文化价值和情感粘性的服务平台。With the in-depth application of the new generation of digital technology and changes in consumer demand, physical bookstores are prompted to transform and innovate their business models. In this paper, we consider the reasons for the ecological game of live sales in physical bookstores from the perspectives of price, traffic, market positioning, etc., and discuss how physical bookstores can find the optimal solution of “game” and “symbiosis” in the tidal wave of the Internet impact, so as to realize the transformation of traditional bookstores into service platforms with stronger social attributes, cultural value and emotional stickiness.