Research On The Business Model Of Independent Bookstores In The Urban Cultural Complex

China's economy has entered a stage of rapid development,and the material living standards of residents have been steadily improved.At the same time,the public's demand for spiritual culture is also increasing.Therefore,the building city cultural complex that can provide concentrated experiences and services of cultural and entertainment product for the public was born and gradually integrated into the life of the public.In the urban cultural complex,the independent bookstores with unique feature,style,culture and other characteristics,including catering,art exhibitions,lectures,music,cultural and creative products,etc.,are integrated to satisfy consumers' reading,dining,and shopping needs.The space for diversified management that combines material needs with spiritual needs has become a good place for consumers to relax in their spare time,to have leisure and entertainment,and to read and study.However,under the impact of the Internet and e-reading,coupled with the increasing operating costs of independent bookstores,the development of the independent stores has encountered difficulties.The independent bookstore in the urban cultural complex has become another hot spot of the new format of innovation in the context of the new economy.However,academic research on its business model is relatively lagging behind.This article is divided into six parts.The first part is an introduction,which explains the research background,research purpose and significance,the current research status at home and abroad,as well as research methods and innovations.The second part talks about the core concepts and related theories.The cultural complex,business model,concept of independent bookstores,its development process and also the theoretical model to be applied in this article are mentioned in this part.The third part is to analyze the macroscopic background of the independent bookstore from four angles-politics,economy,technology and society.The characteristics,current situation and development trend of independent bookstores will provide the theoretical support of the data domain for the subsequent analysis.The fourth part is to conduct field research representative independent bookstores in Shenzhen,from the perspective of value proposition,target customers,internal value chain structure,income mechanism,position in the value network and competitive strategy to analyze its business model.Try to summarize the advantages and opportunities as well as the existing threats and disadvantages of independent bookstores,and then combine them to obtain the future innovative way of development of the independent bookstores.The fifth part is to summarize the business model innovation trend through the analysis of the full text.Firstly,the independent bookstores should be innovative in concept.They ought to establish cultural self-confidence,advocate universal reading and establish brand concept.Then it's the strategic innovation.Bookstores should set strategic goals: establishindependent cultural creative space and innovate development path: innovate collaborative both online and offline.Finally,the performance evaluation of independent bookstores: Successful bookstores improve their internal operations through learning and growth,forming a sustainable competitive advantage,satisfying customer needs to the greatest extent,and obtaining ideal financial returns.The sixth part is a summary and outlook of the whole article.In conclusion,as a part of the cultural industry,independent bookstores play an important role in meeting the spiritual and cultural needs of the public,but there are still difficulties and problems in the development process.The article applies the relevant theoretical models of management science,through in-depth analysis of successful examples,and strives to grasp the innovation of the independent bookstore business model in the urban cultural complex,which provides useful inspiration for the sustainable development of new cultural creations.