Researching an innovation business model of the Cultural and Creative Bookstore for Gen-Z consumer group

• Main Authors: Shen, Yuan, 沈元
• Other Authors: Teng, Cheng-Lein
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/e9zf52

碩士 === 亞洲大學 === 創意商品設計學系 === 106 === Z generation refers to people born between 1996 and 2010. The Z generation has stridden into the society and gradually become the mainstream of the consumer market. It is very important to grasp the consumption habits and trends in the Z generation. Meanwhile, this stage is an important time for their preferences, attitudes, and habits to be formed. If enterprises can seize this golden time and establish close ties with Z generation consumers, then the future development of enterprises will certainly have a considerable role to promote. The Z generation, as the aborigines of the internet era, becomes the main consuming force. Under the influence of mobile network, decentralization and quadratic element culture, the Z generation shows unique consumer behavior characteristics. In the context of consumption upgrades, the cultural needs of the Z generation are also evolving. More attention has been paid to the cultural consumption experience, that is to say, the demand for the cultural and creative bookstore has surpassed the books and the content itself. From a macro perspective, the cultural and creative industries are the commanding heights of the national soft power competition in the 21st century. Cultural creative industry development at home and abroad practice shows that the cultural creative industries have many important characteristics: what other economic industry does not have a high knowledge, high added value, strong convergence, low resources consumption, little environmental pollution and the potential demand large and wide market prospect. The cultural and creative industry promotes the transformation of economic development mode by virtue of the value chain and value promotion mode of creative derivatives. The more important significance of developing cultural and creative industries is reflected in the influence of cultural inheritance. To attract and influence the Z generation through the cultural and creative consumption scene, cultural and creative bookstore is one of the best places to inherit and spread Chinese culture. With over ten years of work experience in cultural and creative area, the author has a deep understanding of the cultural and creative industry. The founders and industry leaders of cultural and creative bookstore the author know at work provide first-hand information and forward-looking views to the research. Through questionnaire survey, this paper explores the characteristics, consumption habits and cultural needs of the Z generation. On the basis of summarizing the current situation and shortcomings of the business model of cultural and creative bookstore, combined with expert interviews and case studies, this paper aims at probing into the method of creating the business model of cultural and creative bookstore that meets the needs of the consumers of the Z generation in the mainland and establishes the model.