文档介绍：摘 要
随着网络技术、数字化技术的发展和电子商务的兴起，我国出版业发生了
急剧而强烈的变化，作为出版产业链后端的民营实体书店受到的影响尤为严重。
根据中华全国工商联合会书业商会关于民营实体书店的调查报告，在过去十多年
里，有将近 50%的民营实体书店关门歇业，目前倒闭的趋势还在加剧。为此，本
文对我国民营实体书店的未来生存空间进行了探索，深入地从社会心理学、符号
学、传播学等角度分析了民营实体书店被吞噬的空间、可以保留的空间及新的发
展空间，并据此提出构建民营实体书店经营模式的建议。首先，以史为镜可以知
兴替，笔者总结了我国实体书店的发展历程，并通过对当下网络技术、数字化技
术的发展和电子商务的兴起后我国书店业状况的分析，总结出我国民营实体书店
存在、发展的动因。其次，本文以社会心理学、符号学和传播学为理论依据，提
出了未来民营实体书店生存的三个层次：售卖场所、文化标志和精神家园。再次，
本文分别选取了国外和国内具有代表性的民营实体书店进行介绍分析，它们在书
店业日益萎靡的状况下以独特的经营方式取得了良好的发展，能够充分体现出本
文所提出的民营实体书店的生存层次及民营实体书店的发展趋势。最后，本文从
不同层面提出构建我国新型民营实体书店经营模式的建议。
关键词：实体书店；民营书店；符号学；经营模式
I
ABSTRACT
As the development of internet, digital technology and e-commerce, huge
changes gradually appeared in China's publishing, especially private
bookstores in the backend of publishing industry chain. According to a survey
report of the National Federation of Chamber of Commerce and Industry on
the bookstore industry in the past 10 years, there are nearly 50% of the
bookstores closed their doors, and the current trend is exacerbated. This
paper discusses the living space of China's private bookstores, analyzes of the
swallowed space, the reserved space and the new space of China's private
bookstores from social psychology, semiotics, communication , accordingly
raises the advice to build private bookstore business model. Firstly, the author
summarizes the development process of bookstores, to analyze the motivation
of bookstores` exist and development. Analyzing the current situation and
difficulties of the private bookstores in the publishing industry chain by
researching the situation that China's publishing face to the internet
development, the digital technology and the e-commerce industry . Secondly,
according to the social psychology, the semiotics and the communication
sociology, there are three levels for the future su