公共传播视角下实体书店多元经营与价值合理性:北京24小时书店研究

Diversification of Business Styles and Value Rationality from the Perspective of Public Communication:A Case Study of 24-Hour Bookstores in Beijing

文章从公共传播理论的视角出发,访谈和实地调研了三联韬奋书店三里屯店、中国书店燕翅楼店、Page One北京坊店、十月时光书店和阅青山书店,获得第一手资料进行分析。研究发现,24小时书店经营效率较低,难以作为实体书店普遍适用的模式。但作为实体书店少有的创新,其文化展演的特质,加之自身的时间、空间符号的文化内涵,吸引了政府、国有资本等多元主体的参与。从实践层面看,24小时书店应进一步深化与读者的情感连接,在注重社会效益、服务读者的同时,实现有效率的公益。可尝试以深夜书店替代24小时书店,使书店成为夜间经济的有机组成部分。

Employing public communication theories and undertaking field work and interviews,this article examines the firsthand materials acquired from SDX Joint Publishing Company in Sanlitun,Yanchilou Branch of China Bookstore,Page One in Beijing Fang,October Time and Yueqingshan Bookstore.It argues that to run 24-hour bookstores as common bookstores may not be appropriate for their lower efficiency,but their creative features are unique among physical bookstores,particularly their functions of cultural exhibition.Their time and space symbols as cultural connotations help them to gain multiple-subject participation in terms of government and capital support.Practically,24-hour bookstores may need to further seek to foster their emotional bonds with readers.Besides social responsibilities and reader service,they should also strive to improve the efficiency.The article also proposes that the midnight bookstore may replace 24-hour bookstore,thus to help them become an essential part of night economy.