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.

Key words:

Entity bookstore Russia “Podpisnie Izdaniya” Bookstore The Third Place

CLC Number: 

• G235