| Reader-oriented book fairs are book fairs that are open to mass readers,with the main function and purpose of displaying books and serving readers,so as to expand the effect of the book fair and guide the social reading atmosphere.In 2006,11 ministries issued an initiative to carry out nationwide reading activities for all people.Since the "Thirteenth Five-Year Plan",my country has been striving to build a scholarly society.Under such a trend,reader-oriented book fairs have developed vigorously,with new ideas frequently appearing,and they have received much attention from society and the industry.Among them,the Shanghai Book Fair,the Hong Kong Book Fair,the Southern Book Festival and other book fairs are the representatives.Reader-oriented "cloud" book fair is a new form of book fair in the category of reader-type book fairs,emphasizing online and offline integration and cross-border linkage.Nowadays,reader-oriented book fairs no longer carry out simple book sales,but integrate a variety of colorful themed activities,and the form of book fairs is gradually becoming digital,scene-oriented,and intelligent.In addition,while the epidemic brought challenges to the book fair,it also provided opportunities.Under the influence of the epidemic,the Internet has become an element required for the normal development of book fairs,which has given birth to online and offline linkages and multi-dimensional cross-border cooperation.The author uses the literature analysis method,case analysis method and interview research method to sort out the common problems of reader-oriented "cloud" books in my country.In terms of exhibition hall zoning: the main venue lacks awareness of clustering,the orientation of the exhibition hall is not clear,the boundary between the exhibition area and independent exchanges is blurred,and the "cloud" venue is not very convenient.In terms of scene design: the theme of the scene is single,the interaction of scene design is less,and the immersion of the “cloud”venue scene is weak.Activity organization: There are too many promotional activities,readers' participation in activities is low,and activities lack interest.In terms of atmosphere creation: the book fair exhibition area is too noisy,the urban characteristics are not prominent,the book fair does not reflect diverse cultures,and the book fair is too modular.Based on the purpose of serving the readers of the reader-oriented book fair,and also considering the root cause of the problems with the display of the reader-oriented book,if you want to increase the enthusiasm of readers to choose the exhibition,and achieve the fundamental purpose of promoting reading,you must start with the readers.And Michael Solomon's theory of consumer behavior motivation is an important theoretical reference for stimulating consumers to make consumer behaviors,and it has undergone many empirical studies.The author aims to solve the problems of reader-oriented book fair exhibition hall zoning,scenes,activities,atmosphere and other aspects,explore the new path of reader-oriented "cloud" book fair in the future,and integrate Michael Solomon's theory of consumer behavior motivation into book fair reader behavior In the research,it is assumed that the reader-oriented "cloud" book fair is adjusted according to the theoretical factors,which will have a positive impact on reader behavior.The author uses questionnaire surveys to verify each hypothesis,and the results of the questionnaire report that each hypothesis is valid.Based on the analysis of the results of the questionnaire,the author puts forward suggestions for the development of the reader-oriented "cloud" book fair based on readers' behavioral intentions in three aspects: sensory experience,consumption motivation,and emotional stimulation.At the end of the article,the author also combined with the characteristics of big data,looking forward to the future development trend of reader-oriented "cloud" book fairs. |
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