Innovative Design And Planning Practice Of Xinhua Bookstore In Tongling City

Nowadays,the majority of readers frequently use online bookstores in the form of shopping and electronic reading,people’s production and life style is gradually changing,and the leading role of Xinhua Bookstore,a "national" time-honored brand,is becoming increasingly marginalized and homogenized,which needs to be endowed with a new mission of The Times.Therefore,the operation of Xinhua Bookstore must be diversified and large-scale.It is not only a business place for selling books,but also an urban cultural life gathering center integrating research,social interaction and leisure.As an old state-owned enterprise,Xinhua Bookstore has a strong brand influence and cultural appeal in the global market,but its traditional management system and marketing mode no longer meet the needs of the development of modern society.Therefore,transformation and upgrading is imminent.This topic takes Xinhua Bookstore in Tongling City,Anhui Provinceas the research object,puts forward the new concept of "cultural life gathering center",and combines the business philosophy of "bookstore + urban culture" with the method of literature research to consult a large number of books,periodicals and other literature materials about the operation and development of Xinhua Bookstore and other physical bookstores.By using the method of investigation and research,we conducted field visits to many Xinhua bookstores and other physical bookstores,interviewed store staff and issued online questionnaires to understand the market prospects of Tongling Xinhua Bookstore.By means of comparative study,this thesis makes a comparative analysis of the operation mode and operation concept of excellent physical bookstores at home and abroad.Using case study method,this thesis takes Xinhua Bookstore of Tongling city as the research object to conduct in-depth and specific research,and applies the unique "bronze culture" of Tongling city to the development and construction of Xinhua Bookstore.Combined with the above four research methods,the main part of this thesis makes a detailed analysis of Tongling Xinhua Bookstore brand,target groups,operating status and other aspects,and summarizes the existing problems in the development of Tongling Xinhua Bookstore and the focus of this innovative design.Finally,according to the actual situation of Tongling city,the innovative design of Xinhua Bookstore is carried out from the five levels of demand,management,marketing,products and services.The specific promotion plan includes the indoor and outdoor design concept,outdoor promotion design,online platform display,offline activity practice and cultural and creative design plan of Xinhua Bookstore in Tongling city.By giving Tongling Xinhua Bookstore its rich cultural connotation,it is bound to realize the "zero distance" contact between the general public and Xinhua Bookstore,and explore countless possibilities of Xinhua Bookstore together with everyone.Let readers truly realize that between books and non-books,Xinhua bookstore more than reading;Let Xinhua Bookstore really become a city’s cultural publicity window and the main position of cultural communication,become the cultural life gathering center of the masses of citizens,continue to become the guiding light of cultural life in the new era.