In recent years, with the development of network, e-commerce has become more and more popular. As a standardized consumer product, books have become very suitable for online shopping because there is no after-sales problem. The price advantage of online bookstore is obvious. College students have a light rain and love to buy books. She has her own set of methods for choosing online bookstores and physical bookstores. "When buying books, the price factor accounts for a large proportion." Xiaoyu told the author that she usually likes to go to the bookstore to choose books, so that she can see the contents of books with her own eyes, but because the price is getting more and more expensive, few people really buy books. And the book you like, if you can have the price you like online, you will make up your mind to buy it. "The main advantage of online bookstores is that they are relatively cheap," Xiao Yu said. The large discount of online bookstores has become the reason why many people choose to buy books online. The bold discount of online bookstore is inseparable from its relatively low purchase price. According to Jia Wenyu, director of the distribution department of the Beijing Book Center of Changjiang Literature and Art Publishing House, the price given by publishers to online bookstores is generally lower than that of physical bookstores, because publishers attach great importance to the propaganda role of the Internet. Jia Wenyu said: "White-collar workers have great purchasing power, but they have no time to visit bookstores. The network has solved this problem well and has a good publicity role. " Weng Changshou, an associate professor at the School of Journalism, Renmin University of China, said: "Online bookstores can be in a favorable position for price negotiation in the purchase of buyouts or exclusive sales; As a publisher, I am naturally willing to choose large customers with large purchases and short payback period. " Weng Changshou further explained that in addition to the purchase price, the online bookstore itself has no rental cost and shelf cost, and can operate 24 hours a day, which also reduces the cost to some extent. In order to promote sales, online bookstores will also sell some hot-selling varieties at prices lower than the purchase price, in order to attract passengers and conduct price marketing. Online bookstores are still in the growth stage. Faced with the strong price advantage of online bookstores, is the position of traditional bookstores threatened? Weng Changshou replied: "Compared with physical sales, the network is still in the growth stage, and the market share of physical bookstores is still dominant." According to Jia Wenyu, among the sales of Beijing Book Center, online sales only account for 3%. "The books of our club are mainly bestsellers. Like other non-bestsellers, online sales may reach 10% or more. " Jia Wenyu said. According to the statistics of the publishing house, the proportion of online bookstores in the national sales is not high. Weng Changshou said: "A Dangdang book sales revenue is equivalent to Beijing Book Building, but there are many big book cities like Beijing Book Building in China." Geographically, the popularity of online bookstores is mainly in large and medium-sized cities, which is related to the popularity of the network. In many small cities and underdeveloped areas in China, physical bookstores are still the first choice for people to buy books. Judging from the types of books, "Dangdang and Zhuoyue focus on corporate strategy, while online bookstores focus on popular books, popular professional books and educational books." Weng Changshou introduced that online bookstores did not account for much of the big cake of textbooks and counseling books for primary and secondary schools nationwide. Physical bookstores should have their own characteristics. Although online bookstores as a whole have not caused a fatal impact on physical bookstores, people's concerns are not superfluous. Online bookstores not only have price advantages, but also "effectively solve the problems that physical bookstores can't overcome, such as limited variety, limited space for book display on shelves, and inconvenient for readers to find books", so that a large number of books can be docked with uncertain readers at any time. The traditional hypermarket-style bookstore pursues the big and complete, but this has caused certain difficulties for readers to find books. And no matter how big a bookstore is, it is impossible to keep all the books like a library. In this way, out-of-season and non-bestsellers are hard to find in physical bookstores. Since the network can't cover everything, traditional bookstores will win by cleverness and change their business strategies. "Bookstores like hypermarkets are no longer suitable. Bookstores must make their own characteristics and must be suitable for the reading tastes and positioning of people around them, not only the types and contents of books, but also the purchasing environment, comfort and so on. " Jia Wenyu said. Small and medium-sized bookstores can develop their own characteristics and attract readers. Bookstores such as photosynthesis, one-way street, etc. , with its targeted book selection and good reading atmosphere, is now very popular with young people. Big bookstores can take advantage of space and change their profit model. "The future physical bookstore will not be the current model, but will become a cultural mall, like a paper tiger." Paper Tiger Bookstore has opened up a comfortable reading area and a large area of leisure and entertainment places, including restaurants and children's parks. And hold lectures, concerts and salons regularly. Thus, consumers and bookstores are firmly tied together. Online bookstore will replace physical bookstore Jia Wenyu thinks: "Online bookstore will replace physical bookstore." Weng Changshou thinks from the perspective of capital: "If real estate prices continue to rise, online bookstores will replace physical bookstores." There will be more and more people surfing the Internet in the future, and the Internet penetration rate in small cities in China will be higher and higher. Without computer skills and geographical restrictions, the advantages of online bookstores will be more obvious. Jia Wenyu further said: "But selling paper books online is only a transitional stage. In the future, we must sell paid e-books online. " Namely digital publishing. On the one hand, the realization of digital publishing depends on the change of people's reading habits, on the other hand, it depends on the development of digital publishing technology and readers. Nowadays, older people are not used to seeing things on computers, but young people are the generation that grew up with computers. With the changes of the times, everyone will have a life experience of electronic reading. (Intern Zhang Yanyan)