危机与自救：空间逻辑主导下独立书店营销模式的变革分析

Crisis and Self-Help: Analysis on the Transformation of Marketing Mode of Independent Bookstore under the Guidance of Spatial Logic

摘要: 文章以空间生产理论为基础，结合“直播带货”的经验，探讨独立书店直播营销变革的逻辑转向，并解释直播营销背后内在的社会关系以及影响其存在与发展的社会关系的变化。在此基础上对内容、关系、情感等关键要素加以整合，为独立书店直播营销的创新性发展提出具体的建议。以助推独立书店抓住“后疫情时代”的发展机遇，在网络化时代继续完成知识传递与拓展公共文化的疆土的使命。

Abstract: Based on the theory of space production, combined with the experience of “live with goods”, this paper discusses the logical turn of live marketing reform in independent bookstores, and explains the internal social relations behind live marketing and the changes of social relations that affect its existence and development. On this basis, the content, relationship, emotion and other key elements are integrated, and specific suggestions are put forward for the innovative development of live marketing of independent bookstores. In order to boost the independent bookstore to seize the development opportunity of “post epidemic era”, this paper continue to complete the mission of knowledge transfer and expand the territory of public culture in the network era.