阅读社交与自我呈现——实体书店的读者引导与营销策略研究

Social Reading and Self-Representation: A Research on Physical Bookstore Reader Program and Marketing Strategy

阅读社交时代,新型实体书店在各大城市的迅速扩张和发展带来了书店的"回暖",读者既要满足阅读的需要,更要满足社交的需求,于是书店成为一个理想化"自我呈现"的舞台。为经营长久考虑,书店亟须主导并建构读者能够深度持续"自我呈现"的空间,双向打通融合线上线下的图书销售和阅读,真正引领和推动书香社会的构建。

The rapid development and expansion of a new style of physical bookstore in different cities will bring about the resurgence of the bookstores. Readers want to meet both the needs of reading and the needs of social life, using the bookstore as an idealized self-representation stage. The bookstores with long-term development as their objective,is in urgent need to construct the self-representation space which can satisfy the readers＇ needs and maintain its present momentum. To develop a two-way convergence of the online and offline book sales and reading will promote the construction of love-reading community.