| Abstract: | 實體書店面對網路數位時代來臨、電子商務蓬勃發展，又適逢全球性嚴重特殊染性肺炎（COVID-19）疫情衝擊下，其營運備受考驗，於此時空背景之下，實體書店之價值與意義，引發許多反思。本研究係以源自於日本，近年來在臺灣陸續開設門市之臺灣蔦屋（TSUTAYA BOOKSTORE）為例，以文獻分析及田野調查輔以參與觀察之方式，統整並綜合分析其各家門市設置地點、運作情形、休閒空間規劃及知覺體驗後，歸納其特色主要有：一、倚立都會型城市而居，二、形塑文青意象，三、主打生活提案，四、融入空間美學，五、複合式經營，六、運用會員制度及社群媒體宣傳，七、順應企業永續經營趨勢，八、打造社區或地方型店面等特色，並就其各項經營特色，從中探討實體書店於營運過程中所體現之品牌、社會、文化、休閒等各個面向的價值，並以提升其各項層面之價值為目標，研擬後續之發展策略，以期發現實體書店未來在面對時代變遷及發展過程中之營運動能。
In the face of the advent of the digital era of the Internet, the vigorous development of e-commerce, and the impact of the severe global epidemic of special infectious pneumonia (COVID-19), physical bookstores has been tested. Under the background of this time and space, The value and significance of the physical bookstore have triggered many reflections. This study takes Taiwan Tsutaya Bookstore (TSUTAYA BOOKSTORE), which originated in Japan and has successively opened stores in Taiwan in recent years, as an example. It integrates and comprehensively analyzes the location, operation, leisure space planning and other stores in the way of literature analysis and field investigation supplemented by participating in observation. After the perceptual experience, the main characteristics are: 1. Living in a metropolitan city, 2. Shaping the image of culture and youth, 3. Focusing on life proposals, 4. Incorporating space aesthetics, 5. Compound management, 6. Using membership system and social media promotion, 7. Adapting The trend of sustainable management of enterprises, 8. Create community or local storefronts and other characteristics, Based on its various operating characteristics, it discusses the value of brand, society, culture, leisure and other aspects displayed in the operation process of physical bookstores, and aims to enhance its value at various levels, and develops follow-up development strategies , in order to discover the business performance of physical bookstores in the face of the changes and development of the times in the future. |
