The Plight And Development Strategies Of Independent Bookstores In China

Independent bookstores are bookstores owned by individual business owners, partners, and smaller companies. In China, independent bookstores, also referred to as "private bookstores", are related to the Xinhua Bookstore, which exists as a "state" group of companies. They are always humanities bookstores found by Individual, not attached to the "units" and fend for themselves.Until today, such bookstores have experienced30years from the1980s. Especially after the reform and opening up of China, these independent bookstores became an important part of China’s cultural industry and grew into a steady stream of power for the cultural development of our country.However, with the developing of the Internet, the rising of online bookstores, the increasing of operating costs, the lacking of their own business and some other reasons, the independent bookstores began to decline. As a traditional cultural transmission site, independent bookstores are facing plenty of difficulties. Especially since2010, some of the most well-known bookstores have closed down, such as Shanghai Jifeng Bookstore, Beijing Fengrusong Bookstore and Guanghezuoyong Bookstore, which were always praised before. In this case, the independent bookstores urgently need to explore a new way to survive.In recent years, as a part of continuous exploration, some independent bookstores began to change ideas and innovative their business. Through changing the internal environment of their stores, paying attention to the select of books, carrying out activities, setting up membership, and so on, those bookstores still insist to survive, which provide an exchange place of cultural to readers.As a part of the book marketing, Independent bookstores has been played an important role in the dissemination of culture. Now, their decline is also remembered and regretted by many writers and scholars. With far-reaching practical significance, It has become an urgent research topic about how independent bookstores to break through and survive. In this paper, based on the summary and analysis of many new operators, we can find out the phenomenon of cultural transmission in some famous independent bookstores, and then discuss its meaning and value. In the end, the paper makes certain reference proposal for independent bookstore to stick to.Introduction part overview the paper’s research background, purpose and significance, and then give an analysis summary organize about the research in current state of independent bookstores, the road of development, and foreign bookstores at the same predicament.The first chapter introduces the status of independent bookstores. At first, is a brief overview of the definition of independent bookstores. And then, by the enumeration of the bookstores closed down in recent years, the paper indicates the operating status. Finally, the paper gives some reason of the predicament, which independent bookstores are facing with.The second chapter is about the propagation phenomena of culture of independent bookstores, which is the focus of this article. By the way of combining concrete examples with theories, this study is analyzed in four aspects, including the propagation phenomena of culture of dialogue interactive, minority culture and cultural symbols in independent bookstores,and the values of independent bookstores in culture.The third chapter analyses the reforms undertaken by some of the independent bookstores in the breakout explore, then summed up that the common of the operations is their focus in cultural, which leads to the analysis of the phenomenon in cultural transmissionThe forth chapter reveals the revelation of the culture communication phenomenon in independent bookstores. Firstly, small and medium-sized independent bookstore can make a better future by paying attention to the cultural values of the bookstore in the book business process, and by finding the meeting point of the bookstore and city, readers, and culture; Secondly, large bookstores can develop the mode of "cultural Mall "; Thirdly, independent bookstores should focus on network marketing; Finally, our country should give some policy support to those independent bookstores.The chapter fifth is an epilogue, expressing hope for survival of independent bookstores. And through their attempts, independent bookstores will find a better way to survive in the future.