Analysis On The Brand Building Of The Private Physical Bookstores ——Illustrated By The Case Of OWSPACE

In recent years,with the development of social economy and the continuous improvement of people's spiritual and cultural needs,more and more chain bookstores,online celebrity bookstores and independent bookstores have emerged as the times require,and they have gradually become leisure places for people to participate in cultural activities,key components of urban cultural landscapes,and important carriers of a scholarly society.These bookstores play an important role in enhancing national "cultural confidence" and realizing "cultural power".Unlike state-run bookstores with large-scale support,private physical bookstores are faced with the dilemma of increasing operating costs such as rent and manpower.At the same time,with the change of people's consumption habits,the role of today's bookstores has already changed from a retail place to a cultural space.Consumers visit bookstores to pay more attention to the value of the bookstore and their own fit.If bookstores want to win customers,they must pay attention to their own brand building and form a brand effect,so as to retain consumers,especially private bookstores without the endorsement of state-owned enterprises.By sorting out the development history and development trend of private physical bookstores in my country,this study selects a representative "Owspace" as a research sample,and synthesizes the brand equity construction models of David A.Aaker and Kevin Lane Keller and others.,summed up and put forward a brand building model suitable for my country's private physical bookstore industry.This paper analyzes and explores "Owspace" from four aspects of brand cognition,brand positioning,brand communication and brand relationship through literature analysis method,case study method and other methods.Communication and marketing related theories,complete the research on its brand building process,and summarize and analyze the successful and insufficient experience of the brand,aiming to provide reference for the branding road of private physical bookstores.