Research On The Communication Function Of Physical Bookstores From The Perspective Of The Third Space

Since the beginning of the 21 st century,the social environment of domestic physical bookstores has undergone tremendous changes.Technologies such as the digitization of information resources have profoundly affected the lifestyle of contemporary people.Technologies such as electronic mobility,artificial intelligence,and search engines have become reading books and obtaining text Important tool for information.With the introduction of the "third space" theory,more and more scholars see the advantages of physical bookstores as the third space of the city,and have proposed that physical bookstores change the long-standing single business atmosphere and improve the comfort of the internal space of physical bookstores.In order to adapt to the development of modern society,physical bookstores are gradually changing from simply selling books and magazines to multi-functional management.Therefore,this article selects a representative and influential case in Guangzhou physical bookstores--FANGSUO as the research object,and attempts to investigate the development model of contemporary physical bookstores by investigating relevant information of the FANGSUO bookstores.In this regard,the author collected all relevant data from the bookstore's official website,media reviews,and consumer interviews,systematically organized them,and conducted a root analysis of the interview data to obtain a model constructed by FANGSUO's third space.In addition,it also conducts field surveys of bookstores as customers,and analyzes the bookstore's consumer groups,space distribution,management policies,and product concepts with people,space,and activities carried out in it as a starting point.It also combines physical space and psychological Relationship,observe the status after its operation,summarize its communication characteristics,and explore how physical bookstores can spread through the creation of a third space,and at the same time explore the communication value of physical bookstores as a third space,and finally try to summarize the improved Possibility is intended to provide a perspective perspective reference for the operation and development of traditional physical bookstores today,and it is expected that physical bookstores can maximize the advantages of their content,space,and social resources by creating a third space.In general,from the theoretical perspective of the third space,this article studies how FANGSUO Bookstore can give full play to the function of the third space to build a communication mechanism.The bookstore's business model and potential communication functions allow physical bookstores to better play their own communication functions and tap their cultural heritage,information transmission,and knowledge sharing.