On The Development Of Independent Bookstores From The Perspective Of Public Cultural Space

Physical bookstores are important cultural facilities and carriers of civilization in modern cities.Among many types of physical bookstores,independent bookstores have their own unique qualities of selecting books professionally,caring for Humanities and persistently.With the rapid rise of the internet and information technology,the survival of independent bookstores is facing unprecedented challenges.All walks of life need to explore and summarize more development experience for reference.Based on this background and from the theoretical perspective of public cultural space,this paper takes Zheng Bian Luo independent bookstore as the research object,discusses the transformation status and existing problems of independent bookstore,space shaping influencing factors and internal and external development strategies.Independent bookstore is a new type of urban public cultural space,which combines the meaning of "public space" and "cultural space".It has important social value for enriching the cultural life of urban residents,condensing the urban social consensus and shaping the urban public spirit.As the development orientation of public cultural space,independent bookstores can not only obtain economic benefits through market competition,but also obtain government policy support and social resources support by virtue of reading spirit and humanistic value.The transformation to public cultural space is becoming a new opportunity to solve the development dilemma of independent bookstores,and is becoming an important option for most independent bookstores' founders to improve the operation and upgrade the management of bookstores.However,according to the development practice of the independent bookstores in ZhengBian Luo,the development of the public cultural space of the independent bookstores is still in the early stage.Although some achievements have been made,there are still many outstanding problems,which needfurther exploration and improvement by the academic community and the industry.The research findings are as follows:(1)The internal aspect of shaping the public cultural space of independent bookstores lies in that they should adhere to the value orientation of based on book,book as medium,people-oriented and user-centered,especially the humanistic characteristics,value sentiment and spiritual pursuit representing the group characteristics of the founders should be preserved and presented preferentially.Meanwhile,they should actively respond to the needs of urban development,conform to the cultural orientation and taste,shape the local characteristics of the city.And they should take root in the community,work intensively,expands business extensively,pay attention to the operation of the community and member marketing,and strive to achieve a win-win situation of social and economic benefits.(2)The external aspect of independent bookstores' public cultural space shaping are reflected in the fact that government policy supply is very necessary for the internalization of the extensive externality of independent bookstores,so it is urgent for local governments to formulate more inclusive,accurate and sustainable support policies.At the same time,the bookstores' culture represented by scholar groups,urban and rural cultural artists,cultural and creative communities and loyal customers is shared.It has irreplaceable value and significance for enriching the multi-level cultural connotation of independent bookstores and improving the operation condition.In the internet era,the intervention of social media,especially the user group's self-media force is great significance to the independent bookstore's public cultural space extending from the media channel to the network space,which also affects the independent bookstore's brand the construction of image.