A Study On Emotional Marketing Strategy Of Physical Bookstores Based On Value Identification

China attaches great importance to the cultural enterprise and cultural industries.As an important carrier for the spread of advanced culture in modern cities,bookstores playing a very important role in enhancing national cultural self-confidence,upgrading to urban cultural image,and promoting the harmonious and stable development of society.The development of bookstores has also become an important way to satisfy the people’s pursuit of a better life.However,due to the rapid development of information technology,people buying books and the methods of reading have undergone great changes.Online bookstores and e-reading have overstocked the living space of physical bookstores,making physical bookstores face tremendous pressure from industry competition.Due to the large loss of readers,the business environment of physical bookstores continues to be poor and the number is constantly decreasing.According to statistics,from 2005 to 2013,in less than 10 years,physical bookstores in China have decreased by 5,745.Due to the outbreak of COVID-19 in early 2020,a total of 1,753 physical bookstores across the country closed down last year.Therefore,how to "retain" readers in the store and attract more readers to read in the store has become an urgent problem to be solved at present.In order to solve the above problems,this research is based on the emotional experience of readers in physical bookstores,and systematically analyzes the internal relationship among readers’ feelings,emotional experience,value identification and the final purchase intentions.In order to explain the purchasing behavior of the readers in physical bookstores,we adopt the method of logical deduction and the "stimulus-response"(S-R)model and the "stimulusorganism-response"(S-O-R)model.Based on the similarity hypothesis,readers’ in-store and external feelings,emotional experience,value identification and purchase intention are compared to increase the readers understanding of the current consumption and shopping behavior of physical bookstores and also guide the physical bookstores’ practice on operation.This research conducted a questionnaire survey of 238 readers of four physical bookstores in the core business district of Jinan,and collected the relevant data.it is proved that the readers’experience has a significant impact on the formation of readers’ value identity,and readers’emotional experience plays a part of the mediating effect.The value identity of the readers directly affects their purchasing decisions.Therefore,physical bookstores can improve the favorable impression of readers,so that the readers can have a better emotional experience,then,form a sense of value identity,and ultimately reach the purpose of retaining readers.Based on the verification results,this research proposes three perspectives on three perspectives:how to enhance the emotional experience of physical bookstores,how to inject emotional experience factors into marketing,and arouse readers’ emotional needs and value recognition in order to achieve the ultimate purpose of retaining readers in physical bookstores.One is to carry out the sensory introduction of emotional experience to physical bookstores.From the visual,auditory,smell,taste,touch five senses of stimulation to enhance readers’emotional experience.The second is the psychological introduction of emotional experience to physical bookstores.The overall atmosphere in the bookstore should be conducive to the emotional exchanges between people and books,and between people,and every effort must be made to make readers feel emotionally dependent on the bookstore.The third is to enhance the value identity of the readers of the actual store.Let bookstore operators and bookstore readers become like-minded people with each other.