중국 인터넷 서점에 관한 연구

Abstract

The study looked at the characteristics and development of Chinese Internet bookstores. Recently, Internet bookstores have become more popular in China as the sale of goods via the Internet has diversified due to the rapid development of the Internet and electronic information technology. The reason why readers buy books through Internet bookstores is because of the advantages of a series of Internet bookstores such as ‘easy to use’, ‘fast buying speed’, and ‘low selling price’. The results of this study are as follows. First, Internet book stores are becoming a driver of China’s publishing culture, with their market size and sales doubling every year. Second, the sales and books of Chinese Internet book stores were listed in order of children’s books, social science books, and literature. Third, in order to revitalize Internet bookstores, Internet book seller operators will have to prepare ‘build a new revenue model from traditional thinking management’, ‘build up a marketing model for Internet bookstores’, ‘systematic and stable sales of brand images’ and ‘strategies for copyright protection’.