A Research On The Upgrading Of The Physical Bookstores In China From The Perspective Of Scenario Theory

With the rise of the Internet,a large number of physical bookstores are declining,and they seek to upgrade.At this stage,the exploration of some physical bookstore upgrades has been recognized by the market,but there are still problems that do not accurately meet user needs,user stickiness is weak,and the value of the bookstore brand is difficult to play.Based on this reality,this study analyzes the needs of current physical bookstore users.Based on the scene theory,combining space production theory,cultural consumption theory,expectation confirmation theory,and more successful physical bookstore cases at home and abroad,this paper proposes a physical bookstore in China.Suggestions on upgrading.The introduction part introduces the research background and significance,defines the concept of the scene,physical bookstore,upgrade,and user,combs the scene theory,social service scene theory in detail,and introduces other related theories.Use semi-structured interview method,questionnaire survey method,case analysis method to carry out research,and carry out literature review on scene theory,physical bookstore upgrade,and achieve innovation in theoretical application and research perspective.The first chapter combines in-depth interviews and field research to divide the needs of China's physical bookstore users into five aspects: knowledge acquisition,consumption pleasure,self-construction,spatial perception,and social attribution,and combed out the current situation of China's physical bookstores to meet user needs.The second chapter is about the satisfaction and guidance of scenario-based physical bookstores in China to meet user needs.With the help of management,sociology,communication and other disciplines,the relationship between the scene and the physical bookstore is sorted out,and the five scene dimensions of content adaptation,consumption attraction,atmosphere experience,multiple functions and relationship connection meet the needs of China's physical bookstore users.,And guide user needs on this basis.Chapter three,through theoretical combing and empirical research,clarifies the relationship between scenes and user needs of physical bookstores,proposes ascenario-based assumption that our physical bookstores meet user needs,and designs corresponding items.The empirical investigation is divided into three stages: frontal interview,trial investigation,and national empirical investigation.After the investigation,it analyzes from many aspects and draws conclusions.The fourth chapter is based on the results of in-depth interviews and empirical investigations,from three perspectives of people and things,people and environment,and people and people in the scene.demand.Provide a reference path for the upgrade of China's physical bookstores,promote the supply-side reform of cultural services,and improve the reading service capacity of the whole people.The conclusion part sorts out and summarizes the work done in this research,and reflects on the research deficiencies.