| Summary: | 碩士 === 國立雲林科技大學 === 設計學研究所 === 106 === In recent years, the “Independent Bookstore” has become more and more popular, although the books in it are often professional, esoteric and non-mainstream, even so, it still attracts many people to join in and set up for it. Every bookstore must have its own characteristics to stand out from the others. How does the independent bookstore develop their own cultural creativity image to attract people? How does the independent bookstore keep operating? What kind of interaction between the independent bookstore and locality. To make a further exploration of these motivations, the aim of the research is to analyze the “cultural creativity image”, “management characteristic” and “social role” of the independent bookstore.
This study is based on the case study of the HuWei Salon, an independent bookstore in Yunlin, through literature review, participatory observation, and semi-structured interview, analyzed data with the grounded theory.
The analysis found the HuWei Salon’s “Cultural Creativity Image” has five elements, and most of the visitors are attracted by them, which are senses of “Home”, “Self-realization”, “History”, “Fantasy”, and “Distance”. On the “Management Characteristic”, there are three emphases, which are "Subject Selection", "Space Field" and "Service Design", respectively reflecting at items such as books selection, exhibitions, European style boutique furniture, garden, eco-friendly diet and owners, and clerks. These characteristics appeal consumers to support the bookstore with actual consumption, successfully achieving the balance between ideal and reality. The “Social Role” of the HuWei Salon is mainly on senses of "Knowledge", "Topics ", "Leading" and "Sports".
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