The Construction Of Cross-cultural Communication Force Of Compound Cultural Space ——Take " Tsutaya Bookstore" As An Example

With the diversification of media forms today,the communication and exchange between cultures of various countries is being frequent gradually.As a new type of cultural communication media,compound cultural space can also be used as a channel and platform for cultural exchange among different civilizations in cross-cultural communication.In this process,how to strengthen the carrier role of cultural communication and even cross-cultural communication in the compound cultural space,and how to grasp the relevant elements and strategies to build its strong cross-cultural communication power are the key issues discussed in this paper.Based on the theories of communication,marketing and semiotics,and taking TSUTAYA Bookstore as an example,this paper further analyzes and reveals how the compound cultural space should exert influence across geographical and cultural differences by using the theories of intercultural communication and methods,and sums up the construction strategy of intercultural communication with universal significance.It is expected to inspire the cross-regional development of compound cultural space in China and even the world,explore the possibility of emerging cultural communication carriers in cross-cultural communication,and improve the strength of the country's cross-cultural communication.In this article mainly through five parts: The introduction of the first part,which briefly explains the background of cross-cultural communication and the transformation of traditional bookstore format,introduces the case of TSUTAYA Bookstore and explains the relevant theories,and preliminarily introduces the concept of compound cultural space;The second chapter further defines the compound cultural space,and combs the development process and current situation of the book-centered compound cultural space.Then,through the pull and analysis of relevant data,it comprehensively evaluates the communication effect of TSUTAYA Bookstore in China from a multi-platform perspective,paving the way for the follow-up analysis;The third chapter analyzes the elements of the cross-cultural communication power construction of TSUTAYA Bookstore,that is,the main elements that closely link books,culture and daily practice,and the other three elements;The fourth and fifth chapters gradually tilt the emphasis to a broader compound cultural space,and analyze the similarities and differences of communication strategies of representative compound cultural spaces in China and Japan from the perspective of comparative analysis,discuss the adaptive measures made by TSUTAYA Bookstore after it settled in China,and finally put forward the ways to build the cross-cultural communication power of compound cultural space.As an entity,compound cultural space has innate advantages in shaping cultural atmosphere and intuitive experience.In cross-cultural communication,we should refine excellent cultural elements as the core of communication narrative,and make good use of the communication carrier of compound cultural space by means of building strong brands,constructing communication scenes,shaping cultural product strength,holding ceremonial activities and localization operation method,so as to further enhance the influence and social penetration of our excellent culture.At the present stage,TSUTAYA Bookstore has successfully crossed the spatial distance and cultural psychological distance,and has played a bridge role in the communication between Chinese and Japanese cultures,which gives us some enlightenment for reference.