Research On The Integration Of Public Cultural Communication And Business Models In Physical Bookstores

The physical bookstore in the modern sense has the commercial attributes of the business format and the cultural attributes of taking on social roles.The commercial attributes have rich research content,but the cultural attributes that accompany them are rarely concerned until the transformation of the physical bookstore in recent years.The literature on development has only gained.In 2020,the cultural communication and space production of physical bookstores are showing a booming growth trend,which also means that the transformation and development of physical bookstores urgently need the efforts and support of all parties.In recent years,with the improvement of people's living standards,people's pursuit of enjoying data consumption has become increasingly prosperous,and the spiritual level has been continuously improved.Therefore,the cultural communication function of physical bookstores has received widespread attention,coupled with the support of various government policies,It provides a loose and favorable development environment for its development.This research refers to the relevant research on public cultural communication space at home and abroad.By sorting out the relevant literature on physical bookstores and the production literature of public cultural spaces in physical bookstores,the previous research is sorted out and summarized,and the main contents of this study are summarized.The following three parts: One is to define the physical bookstore and the public cultural communication space,integrate the two on the basis of the previous research theory,and put forward the theoretical basis of this research,Evansville space production theory,that is,public cultural communication The theory of space production and media ecology,then summarizes the current research status at home and abroad,and lays a solid foundation for the follow-up research;the second is to put forward specific research questions,conduct field research and research on the development status of physical independent bookstores in Guangzhou In the questionnaire survey,Guangzhou Fandango Cultural Bookstore conducted auxiliary analysis as a typical case,mainly using the qualitative research method of in-depth interviews to discuss its advanced business philosophy and problems.Afterwards,through quantitative research methods,empirical research was conducted on the perception and feedback of the “book+” model of the entity bookstore in Guangzhou,and the overall development status of the entity bookstore was obtained,and the relationship between the entity bookstore's business model and the construction of urban culture was discussed.Finally,the above summary provides a reference for the physical bookstore industry in Guangzhou and even the whole country,and provides constructive countermeasures and suggestions for achieving the goal of regaining the physical bookstore.The study found that today consumers go to physical bookstores no longer just to buy books,but are more inclined to consume in a symbolic sense-that is,in addition to the consumer product itself,the meaning,beauty,and The mood and atmosphere.The physical environment and cultural meaning of physical bookstores just provide consumers with the above possibilities.The“book+” business model of physical bookstores and the development of public cultural communication still have optimistic prospects.There are still commercial difficulties in the transformation and development of physical bookstores.By advising the government and bookstores themselves,the city and the country's cultural undertakings and cultural industries are promoted Prosperity.