理智与情感:关于我国实体书店发展的思考

Sense and Sensibility : Reflections on the Development of Physical Bookstores in China

在对书店发展现状分析的基础上,通过目的抽样和滚雪球抽样,先后运用问卷和深度访谈的研究方法,从读者的角度对书店的发展问题进行深入探究。分析发现制约书店发展的问题主要集中在三个方面,一是制度层面的图书价格问题、二是社会层面的资本交织问题以及个人层面情感问题。据此,提出未来实体书店的发展建议,即重塑图书价格秩序,通过不同类型书店的差异化发展对接不同层次的文化需求,以人为核心实现价值关照,从而达成书店经营上理智与情感的平衡。

Based on the analysis of the development status of the bookstore,this paper,through the purpose sampling and snowball sampling,has used the research methods of questionnaire survey and in-depth interview,from the perspective of readers to explore the development of the bookstore.The analysis results show that the problems restricting the development of bookstores are mainly concentrated in three aspects:one is the price of books at the institutional level,the other is the interweaving of capital at the social level,and the emotional problems at the personal level.Accordingly,this paper puts forward some suggestions for the development of physical bookstores in the future.One is to reshape the order of book prices;the second is to meet people’s cultural needs at different levels through the differentiated development of different bookstores;third,we should put people at the core and pay attention to the value of people.