从体验到认同:实体书店“重做”模式研究

From Experience to Identity:The"Redo"Mode of Physical Bookstores

高颜值和"书店+"的复合式经营是当下实体书店的主流模式,该模式中的体验设计缺乏鲜明主题和创新,附着了浓厚的商业色彩,淡化了实体书店的复合文化空间功能,故无法解决顾客忠诚度降低、利润率下滑的现实问题。通过对实体书店的体验进行微观考察,发现体验在构建消费者和书店的强连接关系时逐渐式微,从组织认同的理论视角出发,结合国外实体书店运营的典型案例,提出中国实体书店的"重做"模式。以实体书店良好的形象诉求、独特的价值诉求和经营行为为着眼点,实现从总体战略到职能战略自上而下的整体性"重做"。

The complex operation of high-profile"bookstore+"is the mainstream model of the current physical bookstore.The experience design in this model lacks distinctive themes and innovations,and is attached to a strong commercial color,which dilutes the complex cultural space function of the physical bookstore.Therefore,it cannot solve the practical problems of reduced customer loyalty and declining profit margins.Through a micro-survey of the experience of physical bookstores,this research finds that the experience is gradually declining while building a strong connection between consumers and bookstores.From the perspective of organizational identity,combined with typical cases of foreign physical bookstore operations,this research proposes a Chinese physical bookstores’"Redo"mode,which is to focus on the good image appeal,unique value appeal and business behavior of the physical bookstore,and realize the top-down overall"rework"from the overall strategy to the functional strategy.