：文章基于信息化高速发展和纸质图书市场需求低迷的现实环境，分析了中国实体书店面对网络书店的冲击、数字化阅读的竞争、门店房租成本的上升，经营持续亏损、部分濒临倒闭或已关停歇业的现实困境。在此基础上，进一步解析了实体书店在维持传统运营模式的同时亟需改革创新，借助国家的政策扶持，试行多元化经营，拓展其文化功能，以适应读者新的阅读和购书习惯。文章最后构建了实体书店如何突破生存现状与制约瓶颈的理论框架，通过借鉴分析国外实体书店的经营模式和发展经验，在针对中国实体书店改革的实证研究基础上提出了若干建议。

Based on information technology development and the poor reality of the market demand of paper books, this article analyzes the practical predicament of Chinese entity bookstores, which were adversely affected by online bookstores, digital reading competition, rising renting costs, thus having operating losses, being or having been shut down. The article then further analyzes that the entity bookstores are in urgent need of reform and innovation, relying on the national policy support, trying out diversified operating means, expanding the cultural function so as to adapt to the new reading and buying habits of readers, while maintaining their traditional operating model. This article builds a theoretical framework for entity bookstores to break their bottlenecks, through learning from the development experiences and business models of the foreign ones, and proposes operational advices on the basis of empirical research on the reform of Chinese entity bookstores.