The Consumer Culture Study Of The Eslite Bookstore

In recent years, it is repeatedly heard in news that private bookstore entities closed down because of poor management. But there are some new bookstores leaps into the consumer perspective, such as one-way street bookstore named after Benjamin and West Vladimir bookstores which comes from "Greek myth". The way they were named and their new business forms make consumers feel refreshing. They are no longer just books selling space, but a new consume tool which combined such new culture factors as varieties of cultural events, cafes and other cultural stuff. And the most successful case is Eslite Bookstore.Eslite Bookstore once known as Taiwan’s "cultural landmarks", also attracted much research interest of scholars. Previous studies mostly are into study the commercial form of Eslite Bookstore. This paper is focused on the consumer culture of Eslite Bookstore.First of all, this paper reviews the theoretical context of the development of consumer culture. From conspicuous consumption of Veblen, then the field and taste of P.Bourdieu, to aesthetic experience of Xuzhi, theory development context of consumption culture is the same as the spending changes of consumer’s demands.Secondly, this paper researches the consumers’ demands and analyzes the consumers’ motivation by in-depth interviews and visiting Eslite Bookstore’s consumers.Thirdly, this paper deeply analyzes the image contracture of Eslite Bookstore, not only in the shallow study of its space, atmosphere, lighting and so on. This paper in-depth elucidates the Eslite Bookstore’s "Consumer Cathedral" image from such five aspects: special space design, multi-culture mall, varieties of cultural activities, ideological advertisement, and unique way of selling at exhibition.Finally, this paper analyzes Eslite Bookstore in the perspective of cultural commercialization. On the one hand, this paper studies how Eslite Bookstore let the consumers have the global perspective by operating the culture code in the wondering state. On the other hand, this article also gives analysis of consumers’ attitude to the commercialization of Eslite Bookstore.In short, after all the things above, we will find out that the success of Eslite Bookstore can’t be built over one night. They go with the development of consume culture, and built their own Consumer Cathedral. The success of Eslite Bookstore is not the paragon of private owned bookstore, but in the e-reading age, bookstore should find their own unique and professional way according to their own circumstances.