Publishing Journal ›› 2021, Vol. 29 ›› Issue (3): 81-.

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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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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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