【诚品书店是哪个国家的品牌？】

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诚品书店1989年由台北仁爱路圆环创办第一家开始，本着人文、艺术、创意、生活的初衷，发展为今日以文化创意为核心的复合式经营模式。创始之初，诚品以书店为品牌核心，营运范畴已逐步扩展至画廊、出版、展演活动、艺文空间和课程、文创商品，以及捷运站、医院、学校等各类型特殊通路之经营，并延伸至商场开发经营和专业物流中心建置等专业。诚品是「城市人的集体创作」，连锁而不复制的经营模式，尊重各地文化特质，透过「人、空间、活动」的互动积累，发展出不同的场所精神和经营内容，塑造了城市中不同角落、不同内涵的文化氛围。

书店特色

这家台湾本土自创品牌，跟一般印象中的传统书店迥然不同。一踏进诚品敦南店大门，就可以嗅到书店内附设雅座所飘逸的浓浓咖啡香，伴随着书香，两种香气在空气中奇妙结合，散发出迷人的气息。明亮、开阔的空间，具有欧洲图书馆风味的书城，空间对称而有层次，连贯中有区隔，一反传统书店的沉闷与规格化，以沉稳、优雅、温馨的色系，作为其装潢特色，创造出充满人文艺术气质的氛围感受，让每个人一进入诚品书店，就不自觉地轻声细语、放慢脚步。

经营模式

“因地制宜”的经营方式是诚品另一项创新，诚品每家分店的设立，都会依当地的人文色彩与生活风格，设计出各异其趣的陈设风格及书籍内容，也做到区域结合的特色。如在青少年聚集的台北西门町，就多摆了漫画与罗曼史的图书区；天母店即注重休闲、旅游与家居书籍；而中南部分店则是增加了中文书籍的比重。

诚品最大创新是翻新了“书店”的经营概念，将书店提升为新文化的休闲场所，尤其自1999年3月起，面积约1653平方米的诚品敦南店，将营业时间开放为24小时。这项极为创新的经营举措，受到热烈的回应，夜猫族不再无处可去，满足了现代人生活的多元需求。

诚品的营运模式大受好评后，其他连锁书店也跟进模仿，在装潢、阅读空间、选书分类等，向诚品看齐，一时之间各家大型书店都变得很有“气质”，但诚品的经营成效还是超越别人。一位文化人说，“这才是它厉害的地方”。书店可以模仿诚品的硬体设计，如书柜的格式、色泽，但诚品的经营理念、核心价值却是别人学不来的。

当书店里不只是书，还包括着人文、创意、艺术、生活的精神，它就不再是只买书付钱就走的地方，这便是诚品的迷人之处。可以预见，飘散书香20多年的诚品将继续散播丰富的阅读文化，用书店攻占人心。

成功基础

诚品的发展策略打破了传统书店的经营模式，先由品牌奠定成功基础，再带动商场、书店与零售的“复合式经营”，使书店不只卖书，而是包罗书店、画廊、花店、商场、餐饮的复合组织。

诚品将书店定义为多元的、动态的文化事业，而非零售业，它在活动行销上的创意，更是其他连锁书店望尘莫及。除了以精致优雅的阅读空间规划、精心陈设展现阅读价值外，更长期举办各项演讲、座谈、表演与展览等延伸阅读活动，每年至少举办4500场演讲与展览，范畴遍及文学、戏剧、环保、舞蹈与美术，开创了书店与读者各种对话的可能。

诚品力图营造阅读空间与阅读心情，其书柜面板保持15度倾斜，体贴读者，书架上的书伸手可及，或站或坐，随你高兴。一位爱逛诚品的人士指出，诚品书店让书店不再只是购书地点，而是可以悠然流连的书香世界。

书种的组合更是诚品的经营特色。“诚品畅榜”定期向读者推荐一些有点冷门的好书，即使已在书架上睡上3个月的书也不把它送入仓库，这就是诚品与传统书店的差异，并为爱书者称道之处。事实上，这种看似逆势操作的手法，在诚品悉心规划下，一些冷门书往往也大爆冷门，销售奇佳。吴清友表示，畅销书也许周转率高，可以带来很高的利润，却不是他的经营重点。“好书不寂寞”才是他们努力的目标。

此外，诚品首先打破传统的图书分类，从早期便创新类别书区的规划及平台陈列方式，进而带动出版新象。如别具特色的性别研究、台湾研究与自然生态环保等，逐渐开发了许多台湾先前尚未成熟的出版书种。

香港分店

2012年8月11日，台湾最具代表性的文化创意品牌诚品书店在岛外的第一间分店香港铜锣湾店盛大开幕。该店位在铜锣湾热闹的希慎广场，占地1000坪，将诚品原汁原味搬到香港。进驻香港近半年，人气始终兴旺。业绩维持稳定增长，目前该店营业额已和台北信义店相当。未来5年内，诚品计划在香港再开3到5家分店。

内地分店

2011年5月27日，台湾知名的诚品书店在大陆的第一家分店——诚品苏州分店正式奠基开工。诚品苏州分店位于苏州工业园区金鸡湖东畔，毗邻洲际酒店，将打造成一个集结文化、表演、艺术、商业、观光以及人才培育，具有跨界综效性的创意平台，已于2015年11月正式开幕。

苏州诚品整体规划上以复合式文化商业综合体为其运营模式，在近5万平方米的空间里，不但有完善的商场、诚品书店，美食餐厅和咖啡厅，也打造了画廊、多功能视听展演听、实验剧场、艺文空间等，未来也将引进各项文化活动，举办讲堂和戏剧演出；并与苏州艺术家、文化工作者建立联系，成为融合苏州在地精神的城市文化新地标。

大陆第二家诚品书店即将入驻上海中心，这个位于浦东陆家嘴的分店位于上海中心大厦的52、53、54层，将会是“地表建筑物最高的书店”。第三个营业据点将入驻深圳南山华润城万象天地，这是诚品在华南区域开设的首家门店——南山华润城诚品，总体经营面积超过3万平方米，最快将于2017年下半年与万象天地同期开业。

英文翻译：Chengpin bookstore was founded in 1989 by Renai road circle in Taipei. It has developed into a compound business model with cultural creativity as the core in line with the original intention of humanity, art, creativity and life. At the beginning of its establishment, Chengpin took the bookstore as its brand core, and its operation scope has gradually expanded to gallery, publishing, exhibition activities, art and culture space and courses, cultural and creative goods, as well as the operation of various types of special channels such as MRT stations, hospitals, schools, etc., and extended to the development and operation of shopping malls and the construction of professional logistics centers, etc. Chengpin is a "collective creation of urban people". It is a chain operation mode without copying. It respects the cultural characteristics of different places. Through the interactive accumulation of "people, space and activities", it develops different place spirit and operation content, and shapes the cultural atmosphere of different corners and connotations in the city. The characteristics of the bookstore, a local self-made brand in Taiwan, are quite different from the traditional bookstore in the general impression. As soon as you step into the gate of chengpindunnan store, you can smell the strong coffee fragrance of the elegant seats attached to the bookstore. With the smell of books, the two kinds of fragrance combine wonderfully in the air, sending out charming breath. The bright and open space, the book city with the flavor of European Library, is symmetrical and layered in space, with a separation in coherence. A dull and standardized anti-traditional bookstore, with a calm, elegant and warm color system as its decoration features, creates an atmosphere full of humanistic and artistic temperament, which makes everyone unconsciously whisper and slow down as soon as they enter Chengpin bookstore 。 The operation mode of "adjust measures to local conditions" is another innovation of Chengpin. The establishment of each branch of Chengpin will design different display styles and book contents according to the local cultural color and life style, and also achieve the characteristics of regional combination. For example, in Ximen Town, Taipei, where teenagers gather, there are more comic and romance book areas; Tianmu store focuses on leisure, tourism and home books; and some stores in central and southern China increase the proportion of Chinese books. Chengpin's biggest innovation is to renovate the business concept of "bookstore" and upgrade the bookstore to a new cultural leisure place. Especially since March 1999, the Chengpin Dunnan store, covering an area of 1653 square meters, has opened its business hours for 24 hours. This extremely innovative management measure has received a warm response. Night owls no longer have nowhere to go, meeting the diverse needs of modern life. After the operation mode of Chengpin was highly praised, other chain bookstores also followed up and imitated it. In terms of decoration, reading space, book selection and classification, they were all in line with Chengpin. All large bookstores became very "temperament" for a while, but Chengpin's operation effect still exceeded others. "This is where it's powerful," says one cultural man. The bookstore can imitate the hardware design of Chengpin, such as the format and color of the bookcase, but Chengpin's business philosophy and core value can't be learned by others. When the bookstore is not only about books, but also the spirit of humanities, creativity, art and life, it is no longer a place to just buy books and pay for them, which is the charm of Chengpin. It can be predicted that the sincere products with more than 20 years of book fragrance will continue to spread rich reading culture and occupy people's hearts with bookstores. The development strategy of Chengpin, a successful foundation, has broken the business model of traditional bookstores. First, the successful foundation is established by the brand, and then the "compound operation" of shopping malls, bookstores and retails is driven, so that the bookstores not only sell books, but also include the compound organization of bookstores, galleries, flower shops, shopping malls and catering. Chengpin defines bookstores as diversified and dynamic cultural undertakings rather than retail. Its creativity in event marketing is beyond the reach of other chain bookstores. In addition to presenting the reading value with exquisite and elegant reading space planning and elaborate furnishings, we also hold extended reading activities such as speeches, symposiums, performances and exhibitions for a long time, with at least 4500 speeches and exhibitions held every year, covering literature, drama, environmental protection, dance and art, creating the possibility of various dialogues between bookstores and readers. Chengpin tries to create reading space and mood. Its bookcase panel keeps a 15 degree incline. It is considerate to the readers. The books on the bookshelf are within reach, or stand or sit, as you like. A person who loves to visit Chengpin points out that Chengpin Bookstore makes the bookstore no longer just a place to buy books, but a world of books that can linger leisurely. The combination of books is the management characteristic of Chengpin. "Chengpin changbang" regularly recommends some cool good books to readers. Even books that have been sleeping on the shelf for three months will not be sent to the warehouse. This is the difference between Chengpin and traditional bookstores, and is praised by book lovers. In fact, under the careful planning of Chengpin, this seemingly counter trend operation technique often leads to a lot of bad books and sales. Wu Qingyou said that the best seller may have a high turnover rate and bring a high profit, but it is not the focus of his business. "Good books are not lonely" is their goal. In addition, Chengpin first breaks the traditional book classification, and innovates the planning and platform display mode of the category book area from the early stage, so as to drive the publishing new image. For example, distinctive gender studies, Taiwan Studies and natural ecological environmental protection have gradually developed many previously immature publications in Taiwan. On August 11, 2012, Chengpin bookstore, the most representative cultural and creative brand in Taiwan, opened its first branch, Causeway Bay store in Hong Kong. The shop is located in the bustling xishen square in Causeway Bay, covering an area of 1000 flats, and the original Chengpin is moved to Hong Kong. In the past half year, Hong Kong's popularity has been booming. The business volume of the store is now equal to that of Taipei Xinyi store. In the next five years, we plan to open three or five more stores in Hong Kong. On May 27, 2011, the first branch of Taiwan's well-known Chengpin bookstore in mainland China, Chengpin Suzhou Branch, officially opened. Located on the East Bank of Jinji Lake in Suzhou Industrial Park and adjacent to InterContinental Hotel, Chengpin Suzhou Branch will be built into a creative platform integrating culture, performance, art, business, tourism and talent cultivation, with cross-border comprehensive effectiveness, which has officially opened in November 2015. In the overall planning of Suzhou Chengpin, the complex cultural and commercial complex is its operation mode. In the space of nearly 50000 square meters, there are not only perfect shopping malls, Chengpin bookstores, gourmet restaurants and cafes, but also galleries, multi-functional audio-visual exhibition listening, experimental theater, art and culture space. In the future, it will also introduce various cultural activities, hold lectures and theatrical performances, and cooperate with Suzhou Art The establishment of contact between artists and cultural workers has become a new landmark of urban culture integrating Suzhou's local spirit. The second genuine bookstores in the mainland will soon be located in the Shanghai center, the 52, 53 and 54 floors of Shanghai Center Tower in Lujiazui, Pudong. It will be the "highest bookstore on the surface". The third business site will be located in Vientiane world, Nanshan China Resources City, Shenzhen. This is the first store opened by Chengpin in South China - Nanshan China Resources City Chengpin, with an overall business area of more than 30000 square meters. It will be opened in the same period with Vientiane world as soon as the second half of 2017.

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