杨忠杨 张窈

[摘 要] 通过走访调研发现，90%以上的西安市属地普通本科学校有校园书店，为研究校园书店发展提供了现实案例支撑。依据所有权归属的不同，将校园书店分为民间私人、校企共建和出版社出资经营三类，在深入分析不同类型书店特点与经营状况的基础上，提炼出当前制约校园书店发展的共性问题，即对“校园特性”和“书店本性”这对矛盾关系的处理不当。基于此，本文提出相应的优化发展建议，以校园书店两种本质特性之间的关系平衡为基础，一方面围绕“书店本性”，以营销方式的改进和文化相关主业的开展为着力点;另一方面要强化“校园特性”，在融合联动的基础上走专精特新的差异化发展道路，同时注重对“附近”意义的挖掘，重构共同社会交往关系的“在场”。

[关键词] 校园书店 矛盾关系 转型策略 西安

[中图分类号] G235[文献标识码] A[文章编号] 1009-5853 （2021） 03-0081-11

[Abstract] The campus bookstore not only plays an important role in the construction of the regional cultural environment， but also affects the healthy development of the publishing ecology. Through visits and surveys， this article found that more than 90% of the general undergraduate schools in Xian City have campus bookstores， which provides realistic case support for studying the development of campus bookstores. According to the different ownership， campus bookstores are divided into three categories： private private， school-enterprise co-construction and publishing house funded operation. Based on in-depth analysis of the characteristics and operating conditions of different types of bookstores， the common characteristics that restrict the development of campus bookstores are extracted The problem is mainly manifested in the improper handling of the contradictory relationship between“campus characteristics”and “bookstore nature”. Based on this， this article proposes corresponding optimization and development suggestions， that is， based on the balance of the relationship between the two essential characteristics of campus bookstores， one side focuses on the“bookstore nature”， and focuses on the improvement of marketing methods and the development of cultural-related main businesses; on the other hand， it is necessary to strengthen the“campus characteristics”， take a specialization， special and new differentiated development path based on integration and linkage， and at the same time pay attention to the excavation of the meaning of“nearby”and reconstruct the common“presence”.

[Key words] Campus bookstore Contradictory relationship Transformation strategy Xian

實体书店是一个社会的必要组成部分，而开在校内或周边的校园书店的建设与发展更是在营造校园文化氛围、凝练高雅校园精神、传播先进文化知识、发挥文化育人导向作用等方面具有重要价值。

2016年6月，中宣部、国家工商总局等11部门联合发布《关于支持实体书店发展的指导意见》，提出“鼓励发行企业参与高校书店建设，各高校应至少有一所达到一定建设标准的校园书店，没有的应尽快补建”。西安市曾在2017年出台《西安市建设“书香之城”实施方案》，提出今后五年“创建100个书香校园”，并给予相应财政专项资金支持。……