出版科学 ›› 2022, Vol. 30 ›› Issue (1): 59-.

• 发行学 发行工作 • 上一篇    下一篇

俄罗斯实体书店的“第三场所”转向
—以“订阅书店”为例

  

  1. 武汉大学国家文化发展研究院，武汉，430072
  • 出版日期:2022-01-15 发布日期:2022-01-22
  • 作者简介:肖波，武汉大学国家文化发展研究院副教授、硕士生导师 ；宁蓝玉，武汉大学国家文化发展研究院 2021 级硕士生。
  • 基金资助:
    本文系 2020 年度湖北思想库课题“中国特色哲学社会科学话语体系建设研究”的阶段性成果。

From the Entity Bookstore to “The Third Place”
： A Case Study on the Russian
“Podpisnie Izdaniya” Bookstore

  1. National Institute of Cultural Development， Wuhan University， Wuhan， 430072
  • Online:2022-01-15 Published:2022-01-22

PDF

313

摘要：

实体书店进入寒冬，如何转型发展成为业界焦点。结合雷·奥登伯格的“第三场所”理论，
以俄罗斯“订阅书店”为案例，分析其从传统零售书店到“第三场所”的转向，对我国实体书店
运营具有借鉴意义。战略定位上，书店从只重视销量到关注顾客需求，打造不可复制的风格。产
品服务上，书店将出版与零售结合，线上书城、直播和线下销售并行，以多元周边产品引领文化
潮流，以丰富文化活动促进沟通。文化功能上，书店营造独特氛围，以真诚的员工服务打造稳定
的读者社群，借照片墙（Instagram）社交平台提高知名度，成为圣彼得堡的文化标志之一。通过
对“订阅书店”实现“第三场所”转向过程与效果的探讨，进而为我国实体书店的经营提出建议。

关键词:

Abstract:

The development of entity bookstores has entered the“severe winter”. The
transformation and development methods of bookstores have become the focus of the industry.
This research combines “the third place” theory of Ray Oldenburg and takes Russian “Podpisnie
Izdaniya” bookstore as a case to analyze its diversion from a traditional retail bookstore to
“the third place”, which has reference meanings for the entity bookstore industry in China. In
terms of strategic positioning, the bookstore operator has moved from only caring about sales
to paying attention to customer demands in order to create a style that cannot be replicated.
Regarding product services, the bookstore has both publishing and retail functions. Online
bookstores, live broadcasts and offline bookstores are all its sales channels. In addition, the
bookstore leads the cultural tide by enriching peripheral products, and organizes cultural
activities to promote communication. As for cultural functions, the bookstore creates an unique
atmosphere and establishes a stable reader community through sincere service. At the same
time, employees use the social platform Instagram to increase the visibility of the bookstore,
making it one of the cultural symbols of St. Petersburg. The research discusses the process and
effects of the transformation of“Podpisnie Izdaniya”into“the Third Place”, and then makes
recommendations for the operation of entity bookstores in China.

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