基于美学视角的实体书店发展策略研究

Analysis of the Development Strategies of the Entity Bookstores from the Perspective of Aesthetic

文章从实体书店目前面临的境况出发,从美学视角提出实体书店作为提供精神文化食粮的场所,应该进行高品位的设计和体贴入微的美学策划的观点。在此基础上,指出实体书店的美学设计应有3个步骤:对实体书店店面的美学空间营造;改变传统单一书店经营模式的美学营销;在前二者基础上,精炼升华而成的排他性的具有书店个体鲜明特点的美学营魂。最后,指出实体书店长久发展需要具有自己的美学营魂。

Starting from the current situation of entity bookstore, with the aid of aesthetic angle of view, the paper proposes entity bookstore should supply the high grade design and considerate planning of aesthetics as a place of spiritual sustenance. Based on these, the paper points out that the aesthetic design of entity bookstore should have three steps: building aesthetic space of entity bookstore; setting up aesthetics marketing to change the single traditional marketing management model; refining the aesthetic spirit that has the individual characteristics based on the former two. Finally, it points out that the long-term development of entity bookstore needs to have its own aesthetic spirit.