实体书店是城市文化的象征，体现着一个城市的独特文化和人文素养，然而在世界范围内，越来越多的实体书店遭遇生存困难。信息技术和数字技术的发展给实体书店带来巨大冲击。网络书店异军突起，挤占线下图书销售份额；数字化阅读日益分流纸质书的消费群体；加之传统实体书店运营成本逐日上升，经营压力越来越大……多种因素致使我国实体书店的发展陷入困境。近年来，政府加大对实体书店的扶持力度，各类书店均在积极地进行转型，并探索出多种转型路径，我国实体书店在经历倒闭潮后出现了回暖趋势。然而新的转型路径是否彻底有效地解决了实体书店的经营难题，是否具有广泛的借鉴意义，还有待进一步的研究。 文章基于现有的文献，总结当下实体书店的发展背景，从内外部环境分析实体书店转型的必要性，并对实体书店的转型情况进行总结，指出目前我国实体书店的转型呈现出良好的发展态势，但转型的系统性有待进一步提高。笔者通过对新型实体书店的观察与走访，发现多元复合经营路径、线上线下融合发展路径以及打造共享书店是当前书店转型的典型路径。这些转型路径在拓宽图书销售渠道、延伸书店功能、为读者提供个性文化体验等方面发挥了重要作用。但也出现了一些问题，比如在多元化业态经营中出现书店定位不准、主业功能弱化的现象，书店转型一味追求经济利润而忽略文化价值的传播。因此，笔者认为书店转型首先应该精准书店定位，明确书店的经营主题，根据书店定位打造风格统一且易于识别的空间环境，在读者服务以及营销方面打造书店品牌；其次书店在经营中应以书籍为核心，科学合理地布局多元产品，为人们提供高品质的阅读体验；最后书店在转型的过程中既要追求经济效益，也不能忽略其文化价值的提升。积极寻求外部支持也是书店转型的必要之举，需要政府加大文化补贴力度，联合社会各界打造书香社会。总之，实体书店成功实现转型，一方面有赖于良好的外部条件，另一方面需要书店进行积极的自救，既要跟随时代潮流同时也要保持自身的特色，选择合适的转型路径。

The bookstore is the symbol of the city culture and embodies the unique culture and humanistic quality of a city. However, in the world, more and more entity bookstores have encountered difficulties in survival. The development of information technology and digital technology brings great impact to entity bookstores. Online bookstores squeeze the share of book sales. Digital reading is diverting the consumption group of paper books increasingly. In addition, the operation cost of traditional physical bookstores is increasing. The pressure of bookstore operation is bigger and bigger. Various factors have put entity bookstores in a tight. In recent years, the government has increased the support to the entity bookstore. All kinds of bookstores are actively transforming and exploring various transformation paths. China's entity bookstores have a warming trend after the tide of bankruptcy. However, whether the new business mode completely and effectively solves the business problem of physical bookstore, whether it has a wide sense of reference, remains to be further studied. Based on the reading and combing of the previous literature, the author summarizes the development background of the current entity bookstore, analyzes the necessity of the transformation of the entity bookstore from the internal and external environment, and finds that the transformation of physical bookstore in China shows a good development trend, but the systematization of transformation needs further improvement. Through the observation and visit to the new type of physical bookstores, the author finds that the multiple compound management path, the online and offline integration development path and the building of the shared bookstore are the typical ways of the current bookstore transformation. These transformation paths play an important role in broadening the sales channels of books, extending the functions of bookstores, and providing personalized cultural experience for readers. But there are some problems. For example, in the diversified business operation, there is a phenomenon that bookstore positioning is not allowed and the function of main industry is weakening, and the transformation of bookstores to pursue economic profit and ignore the spread of cultural value. Therefore, the author believes that bookstore transformation should be accurate Bookstore positioning firstly, clear bookstore management theme, according to bookstore positioning to create a unified style and easy to identify space environment, in the reader service and marketing to create a bookstore brand; Secondly, bookstores should focus on books, and distribute diversified products scientifically and rationally, so as to provide people with high quality reading experience. Finally, in the process of transformation, the bookstore should not only pursue economic benefits, but also can not ignore the promotion of its cultural value. It is necessary for the bookstore to actively seek external support. It is very important for the government to increase cultural subsidies and create a Book Society in all walks of life. In a word, the successful transformation of the entity bookstore depends on the good external conditions on the one hand, and on the other hand, it needs a positive self- rescue of the bookstore. It should follow the trend of the times as well as keep its own characteristics, and choose the appropriate transformation path.