日本有邻堂书店新媒体视频推动实体书店发展的创新策略及其启示

Abstract

Abstract: This study takes the popular videos on the YouTube channel of the century-old Japanese bookstore， Yurindo， as the research object. It examines the creative concepts， formal characteristics， and dissemination strategies of its online content， exploring the role of new media videos in reshaping the value positioning of physical bookstores， establishing user value recognition， and enhancing emotional connections. The study further proposes insights for the development of physical bookstores in China from aspects such as activating internal development vitality， building a distinctive IP image， leveraging the advantages of video media， optimizing dissemination strategies， adhering to the original business philosophy， and shaping a vibrant and authentic corporate image.

Key words: New media videos　Physical bookstores　Digital publishing　Media empowerment　 Brand communication

CLC Number:

G231

Gao Hao　You Qingqing. The Innovative Strategies and Implications of The New Media Videos of Yurindo Bookstore in Japan to Promote the Development of Physical Bookstores[J]. Publishing Journal, 2025, 33(3): 39-46.

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The Innovative Strategies and Implications of The New Media Videos of Yurindo Bookstore in Japan to Promote the Development of Physical Bookstores

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