The Current Creative Research Of Physical Bookstores

In the era of rapid development of digital technology,online books and digital reading has become a popular trend,the living habits of people and their behavior has changed.Coupled with the pressure of store rents,many bookstores have closed down.But the existence of the bookstore is necessary,because bookstore can rich the experience of their customers,and as a principal part,bookstore may encourage people to read,even may establish a scholarly society.So it is important to make the transformation of the bookstore and complete the cultural heritage of the bookstore.At the same time,find the way for bookstores to bring about harmony of economic returns and contribution to society,which becomes worthy of the further study.Most survived bookstores under the current situation focusing on the construction of "comprehensive cultural living space" or "cultural and creative space" and striving to play the bookstores' role of material space and social space,attracting people and get them together,stimulating consumers to spread in the digital living space,making full use of the store space,etc.Based on the theory of creative communication,this paper attempts to provide new ideas for the brand communication of entity bookstore.The first part is the introduction,introduces the research background,the research significance and the research innovation,the research summary and the research method.The second part makes a brief analysis of the change of the communication environment of the bookstore,The digitalization of living space,the grouping of communication methods and the increasing tendency of bookstore as the main body of communication.The third part analyzes the applicability of creative communication of entity bookstore,and explains the core and essence of creative communication.Putting out the bookstore"cross-border" cooperation may provides a variety of possibilities for its creative communication.The unique advantages of the bookstore are summarized as three points,including rich library resources and communication resources,and the unique social space.The fourth part puts forward the creative communication strategy of the entity bookstore,explains the process of creative communication,recognize the hot-type communication meme,life maker-type communication meme and the theme-type communication meme.Also put emphasis on constructing a scene with meme to attract the community and achieve collaborative creativity.The fifth part is the continuous thinking of the substantive bookstores' creative communication.The first is about using the large data thinking to establish the content database and the living database,which could strengthen the communication management of the bookstore.Integrating the management resources and then reinforcing the foundation,making the stores close to the regional culture and build a "city landmark" vision,finally proposing to seek cooperation actively,with technology,related agencies and mobile reading equipment,in order to enrich the reader experience.