出版科学 ›› 2021, Vol. 29 ›› Issue (3): 81-.

• 发行学 发行工作 • 上一篇    下一篇

校园书店发展中的矛盾冲突及转型策略——基于对 24 所西安市属地普通本科学校的调研

  

  1. （西安邮电大学数字艺术学院，西安，710121）（西安交通大学新闻与新媒体学院，西安，710049）
  • 出版日期:2021-05-15 发布日期:2021-05-31
  • 作者简介:杨忠杨，西安邮电大学数字艺术学院网络与新媒体系教师 ；张窈，管理学博士，西安交通大学新闻与 新媒体学院助理教授。

Contradictions and Transformation Strategies in the Development of Campus Bookstores ： Based on a Survey of 24 Ordinary Undergraduate Schools in Xi’an

  1. （School of Digital Arts， Xi’an University of Posts & Telecommunications， Xi’an，710121）（School
    of Journalism and New Media， Xi’an Jiaotong University， Xi’an，710049）
  • Online:2021-05-15 Published:2021-05-31

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摘要：

通过走访调研发现，90% 以上的西安市属地普通本科学校有校园书店，为研究校园书
店发展提供了现实案例支撑。依据所有权归属的不同，将校园书店分为民间私人、校企共建和出
版社出资经营三类，在深入分析不同类型书店特点与经营状况的基础上，提炼出当前制约校园书
店发展的共性问题，即对“校园特性”和“书店本性”这对矛盾关系的处理不当。基于此，本文
提出相应的优化发展建议，以校园书店两种本质特性之间的关系平衡为基础，一方面围绕“书店
本性”，以营销方式的改进和文化相关主业的开展为着力点 ；另一方面要强化“校园特性”，在融
合联动的基础上走专精特新的差异化发展道路，同时注重对“附近”意义的挖掘，重构共同社会
交往关系的“在场”。

关键词:

Abstract:

The campus bookstore not only plays an important role in the construction of the
regional cultural environment， but also affects the healthy development of the publishing ecology.
Through visits and surveys， this article found that more than 90% of the general undergraduate
schools in Xi’an City have campus bookstores， which provides realistic case support for
studying the development of campus bookstores. According to the different ownership， campus
bookstores are divided into three categories ： private private， school-enterprise co-construction
and publishing house funded operation. Based on in-depth analysis of the characteristics and
operating conditions of different types of bookstores， the common characteristics that restrict
the development of campus bookstores are extracted The problem is mainly manifested in the
improper handling of the contradictory relationship between“campus characteristics”and
“bookstore nature”. Based on this， this article proposes corresponding optimization and
development suggestions， that is， based on the balance of the relationship between the two
essential characteristics of campus bookstores， one side focuses on the“bookstore nature”， and
focuses on the improvement of marketing methods and the development of cultural-related main
businesses; on the other hand， it is necessary to strengthen the“campus characteristics”， take a
specialization， special and new differentiated development path based on integration and linkage，
and at the same time pay attention to the excavation of the meaning of“nearby”and reconstruct
the common“presence”

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