| Physical bookstores are not only a symbol of urban civilization,but also an important place to promote people’s reading and transmission of civilization.In recent years,the development of brick-and-mortar bookstores has experienced ups and downs.At first hit by the Internet and e-commerce,traditional brick-and-mortar bookstores faced closure.After renovation and upgrading,Nirvana has been reborn,and it has become a compound bookstore with a combination of various business formats,which has changed the leisure lifestyle of citizens.During the COVID-19 epidemic,brick-and-mortar bookstores suffered another setback,and the bookstore industry was unable to make ends meet.This situation forced brick-and-mortar bookstores to upgrade for the second time.They focused their development on online platforms and adopted various countermeasures such as live broadcasts and takeaways.Under this circumstance,from the perspective of space production theory,this paper studies the transformation and development of Chinese brick-and-mortar bookstores,which is of great value.In recent years,brick-and-mortar bookstores have gradually transformed and developed,mainly based on the needs of bookstores operating efficiency and business philosophy,as well as the diversified needs of readers,and benefited from policy support,market opportunities,technological blessings,social assistance and their own Factors such as "substantive" have prompted the evolution of brick-and-mortar bookstores into three new types of bookstores in the process of transformation and development: multi-format compound bookstores,cultural complex bookstores,and artificial intelligence bookstores.This article analyzes the spatial evolution and development of brick-and-mortar bookstores based on the three-dimensional dialectics of space(space practice,space representation,and representation space).In space practice,the physical bookstore acts as a physical space.Analyze the practical logic behind physical bookstores from typical locations such as business districts and cultural landmarks;from the book reading area of the bookstore,the skillful use of modeling and symbolic elements,and the remodeling of the bookstore’s structure from the three aspects of building materials,color,and lighting design.and style to interpret the symbolic expression of the bookstore space.In terms of spatial representation,the physical bookstore acts as a spiritual space.After the space is given symbolic and meaningful value,the bookstore becomes the value itself.The transformed bookstore is endowed with scenes and consumption symbols,and has become a scene-based consumption space,and has built a variety of scenes,such as "book +" multiple life scenes and dynamic cultural reading scenes.The social function is extended in the bookstore scene,and it becomes a collective field for consumers to realize perception and identification.This study believes that consumers realize perception and identification through physical space,self and group.In terms of reproduction space,physical bookstores,as social spaces,began to explore the development of online space,and started with the two social media platforms of We Chat and Weibo to accelerate the online layout of physical bookstores,so as to achieve the integration of online and offline spaces.In addition,through the precise maintenance of the offline community and the efficient dissemination of the online community,a social connection space is constructed to realize the social linkage between the "presence" and "absence" of the bookstore.Finally,it discusses the current problems of brick-and-mortar bookstores: shallow performance of reading,unsatisfactory online business exploration,and lack of public cultural space in rural areas.And put forward corresponding development strategies: watch culture,immerse in reading;cultivate private domain traffic,improve online marketing;enter the countryside to help the construction of public cultural space. |
