场景经济视域下实体书店转型发展路径选择

Selection of Transformation and Development Path of Physical Bookstores under Scene Economy

受网络营销与数字出版的双重冲击,实体书店的经营困境已成为全球范围内的普遍现象。作为都市文化传播空间,实体书店在传承大众文化的同时,也成为公共艺术和场景传播巧妙结合的独特介质。近年来,"场景经济""具身传播""品牌联结"等概念的兴起,为实体书店的现代化转型提供新的发展思路,即深耕场景优势,通过强化自身公共文化服务属性,将自身打造成为具有多元服务项目的复合式体验场域,构建知识共享和文化消费场景。如今,部分品牌实体书店通过以艺术审美和场景体验作为产业延伸的支撑点,将空间资源和审美意象表征变现为商业价值,与消费者建立情感联结,培养了自己的忠实用户,实现了经营模式的成功转型。

Under the impact of digital publishing and online shopping, the business dilemma of physical bookstores has become a common phenomenon worldwide. As the public cultural space in modern city, physical bookstores not only spread popular culture, but also connect public art and scene communication. In recent years, the rise of such concepts as "scene economy" "embodied communication" and "brand connection" has provided new development ideas for the modern transformation of physical bookstores, which is to deep scene advantages and strengthen their public cultural service attributes to build themselves into a diversified service compound experience field and construct knowledge sharing and cultural consumption scene. At present, some bookstore brands take artistic aesthetics and scene experience as the supporting points of industrial extension, turn space resources and aesthetic image representation into commercial value, establish emotional connection with consumers, and cultivate their own loyal consumers, thus realizing the successful transformation of the business model.