如果是考试的话:
main point:应该是说连锁书店和独立书店的区别,以及独立书店怎么应对竞争
段落:
1.背景,连锁书店做得很好,也在精细化
2.地方大了,地区差异明显
3.独立书店怎么面对竞争
1. 描述连锁书店让书店生意更加一种花,但是每个州的书店也被按照不同类型分类。华盛顿和O,都拥有金控小说。打趣一下,可能下雨多,所以大家爱看书。
2. 说不同州的书店的差异:阿拉斯加和夏威夷,说他们比较远进货比较难,然后比较:阿拉斯加有夏威夷一半的人口,但是有超过1/3更多的独立书店。说尽管巨头渗透很强,但是有些州还是弱一些,有些州强一些。
3. 接下来说独立书店是怎么存活的:
● avoid head-to head with national retailers on price and section->价格和选品,举了个例子:大部分在农村开店
● right niche market IS Key: 专业深耕:举了个例子说focus on NEW AGE
1st: each state's bookselling highly depends on varied factors, such as climate, geography, regional economy, population growth and local culture. Taking Washington and Oregon as examples, raining increase the bookselling.
2nd: for the booksellers in Alaska and Hawaii, geography is the main issue. Alaska has half the population but a third more independent bookstores than hawaii ( can't attract chain bookstores due to doted in town situation). Even chain bookstore has branches across the country, but the differences among states are obvious
3rd: the existence of independent bookstores is necessary and struggling. They focus on a niche.
4th: for independent bookstores, finding a niche is prominent.
P3:探讨独立书店在和连锁店竞争的时候的struggle(经济落后地区为例)
虽然很多Indies书店已经发展策略避免他们和国家级的retailer在价格和挑选上进行白热化的肉搏战,但是他们还是在struggle to survive——这意味着如果坐落在服务发展水平低的地区+关注一个niche mkt,比如印第安纳州把很大一部分的独立书店开在乡村,而不是城市区域,专精做农业和乡村的市场
50. 书店
P1 - Each state's bookselling industry is shaped by matters as climate, geography, regional economy, population growth and local culture.
e.g. W and O, both have thriving bookselling scenes for lots of rains.
P2 - A and H, have geography difficulties: wait longer to get books and not being able to attract authors to stores.
Besides, the environments are different:
1/ A - dotted with small towns too small to attract chain store => compared to H: half the population, 1/3 bookstores
2/ H- Borders is the dominant bookseller with 14 locations.
Mass merchandisers have an important force in bookselling and have stronger influence in some areas.
e. g. Wal-Mart, is the biggest bookseller in both B and M. (M has the lowest household income and hence fewer national bookstores.)
P3 - For independents, avoid direct competition with national retailers. => locating in underserved areas and focusing on a niche market.
e.g. I - 97 out of 142 bookstores are independents, most operate in rural communities.
J.D.of the GLBA: they are specialty and small stores in agricultural and rural state.
P4 - For independent stores located in the shadow of a chain store, finding niche is key.
T.W. of C&H: M stores such as AB- specializes in pop culture titles, and B- focuses on New Age topics
结构
P1:连锁书店成为主流,使book industry 更为集中化;但各个地方存在很多不同(因此需要独立书店)
P2:举例说明各个地方存在差异性---eg.A H两个地方的不同(地理、天气)
merchandiser 的力量增强
P3:独立书店的策略:
locate----eg. Indianna 的独立书店 rural area
focus niche----eg. TW的例子,focus on special topics