The Development Of Independent Bookstores In Jinan And The Construction Of Urban Culture

Independent bookstores refer to private entity bookstores with strong cultural attributes,distinct characteristics,independent operation and complex operation.In recent years,the people's spiritual and cultural needs,as well as the government's policy support for the book industry,have provided a better development environment for independent bookstores.However,with the increase of the cost of operating bookstores and the change of people's reading habits,independent bookstores are also facing development bottlenecks.In this context,paying attention to the development of independent bookstores and discussing the contribution of independent bookstores to urban culture are of great significance to the healthy growth of independent bookstores and the cultivation and shaping of urban culture.This paper takes six representative independent bookstores in Jinan as samples to conduct research,analyze their development,unique features and cultural construction,explore the humanistic cultivation of Jinan independent bookstores for Jinan city,and analyze the difficulties and shortcomings faced by Jinan independent bookstores.Based on the theory of urban culture and Semiotics,this paper interprets the city into text and explores the semiotics representation of Urban Culture: cities have cultural attributes,culture is rich in symbolic significance;urban cultural construction is an important part of the healthy development of cities.This paper introduces the historical background of independent bookstore development in Jinan,analyses the history of independent bookstore development in Jinan and the current situation of independent bookstore development in Jinan,and summarizes the brilliant,declining and exploratory development path of independent bookstore in Jinan.In addition,six representative independent bookstores in Jinan,such as Pen Joy Bookstore,Qianmo Bookstore,Thinking House and Qinghe Ji BC mix·Gourmet Bookstore,as well as foreign independent bookstores in Jinan,such as Cool Lake Bookstore and Sisyphe Bookstore,were selected for investigation and research,and four ways of their participation in the cultural construction of Jinan were sorted out: Selectes books guide reading culture,creates characteristics open space culture,focus on local carry forward Jinan Culture,as well as combining media to disseminate bookstore culture.This paper explores the urban cultural identity of Jinan independent bookstore: independent bookstore is the media of regional culture,the carrier of cultural activities,and the elements of building urban culture.Combining with the viewpoint of the person in charge of Jinan independent bookstore,this paper explores the standard of independent bookstore as a landmark of urban culture.This paper analyses the predicament and deficiency of Jinan independent bookstore.At present,the predicament of independent bookstores in Jinan is mainly divided into five points: one is high cost,low profit and insufficient funds;the other is low support from all walks of life for independent bookstores,low attention from readers and inadequate implementation of policies;the third is that the development of independent bookstores encounters conflicts between culture and market;the fourth is that independent bookstores are impacted by online bookstores and e-books.The deficiencies of the development of independent bookstores in Jinan include the unclear orientation of readers,the lack of local characteristics of Jinan,the lack of the integration of bookstores and city,the inadequate publicity of bookstores,and the lack of creative products.In order to develop more cultural landmark bookstores,independent bookstores in Jinan need to improve their content construction,cultural dissemination and operational capabilities.