Research On Brand Redesign Of Chinese Physical Bookstores In The Era Of Experience

Physical bookstores are absolutely necessary section of China’s social and cultural construction.In the experience era,the popularity of Internet technology,the upgrading of consumption structure,and the normalization of epidemic situation have reduced the influence of physical bookstores,and the progress of bookstores has begun to lag behind.The progress of bookstores has faced new challenges;However,the support of national policies,bringing the national reading plan into force,the proposition of the vision of a cultural power have provided the physical bookstore with development opportunities.Based on the challenges and opportunities faced by physical bookstores in China,this paper comprehensively uses multi-disciplinary theoretical knowledge such as marketing,psychology,as well as design,then combines literature research,case analysis,transdisciplinary research and other means,combined with the characteristics of experience economy,respectively from the perspective of the current situation and era characteristics of bookstores’ brand design,the value of redesign in progress of physical bookstores’ brand,and the methods of bookstore brand redesign And the final design practice.Incorporate the concept of sustainable development into the brand design system to explore the specific path of physical bookstore redesign.Firstly,the article puts forward the status quo and existing problems of physical bookstore brand design in the experience era,and clarifies the chances and difficulties faced by physical bookstore brand development;Secondly,combined with the concept and characteristics of experience economy,it analyzed and summarized the changes of the brand design of physical bookstores in China in the experience era,and analyzed its transformation strategy through the more mature brand cases of physical bookstores to extract valuable successful experience;Thirdly,according to the content analysis of the previous study,the factors and values that cause the brand redesign of physical bookstores are summarized,and three redesign models are summarized on account of the features of the current era: creating local business cards,building social public cultural places,and characteristic themes;Secondly,according to the constituent elements and redesign incentives of the physical bookstore brand design proposed above,the specific methods of brand redesign are refined from three aspects of the bookstore’s brand function,brand space image,and brand spirit connotation,that is,through the differentiation of visual elements,the integration of regional characteristics,and the symbolization of the brand identification system to create the spatial image of the physical bookstore brand;Enhance the brand identity of physical bookstores as a whole through vertical segmentation and horizontal crossover of bookstores’ products and service scenarios;Improve the brand spirit connotation of physical bookstores by enriching sensory experience and offline cultural activities,combining the advantages of Internet technology and improving user services;Finally,through the brand redesign practice of Xinjiang Kashgar "Jianghu Library",the author verifies the above views,explores the possibility of diversified development of physical bookstores,and also afford a reference path for the brand progress of physical bookstores in China in the new era.