文旅案例 | 山頂書屋、書香何以成為經濟：從“賣書”到“賣體驗”、從流量入口到價值引擎

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泰山西麓九女峰上，一座形似白云的書房“浮”在山脊，與波瀾壯闊的泰山云海遙相呼應，被網民譽為中國“最美書房”之一。開業以來，這個占地僅200平方米的九女峰書房，不僅帶火了配套的“故鄉的云”民宿，更讓曾經的“空心村”變身鄉村振興樣板，村集體收入翻番。

千里之外的浙江三門，一座由活動策劃師與“茶二代”聯手打造的“忘了”書屋，在海拔數百米的高山梯田間靜靜矗立。試營業僅大半年，已接待游客超3萬人次，實現營業收入破20萬元。這些案例揭示了一個正在發生的趨勢：山頂書屋不再是單純的閱讀空間，而是以山巔風景為底色、以書籍為媒介、以多元業態為引擎的新型文旅綜合體。

一、業態破局 | 山頂書屋的產品創新路徑從“賣書”到“賣體驗”：核心產品的質變。傳統書店的盈利邏輯是“書價差”，而山頂書屋必須完成一次商業邏輯的根本轉換——書籍從盈利核心轉變為引流入口，體驗消費成為主要營收來源。青島嶗山的鄉村圖書館提供了一個極致的案例：60平方米空間，5000冊圖書只借不賣，咖啡可以不點，沒有專職服務員，甚至為了維護閱讀氛圍而刻意不做網絡推廣。然而，正是這種“反商業”的純粹性，吸引了大量城市白領驅車十幾公里專程到訪，咖啡成為唯一的盈利點，卻足以支撐空間運營。這揭示了一個核心洞見：山頂書屋的核心產品不是書，而是“在山頂讀書的氛圍”。消費者支付的不是書價，而是為這份稀缺的沉浸式體驗買單。業態疊加的多元可能：從市場實踐來看，成功的山頂書屋普遍采用“1+N”的業態疊加模式：書屋+在地物產：浙江三門的“忘了”書屋由活動策劃師與“茶二代”聯手打造，將800畝高山茶園資源轉化為產品優勢。書屋推出的新中式茶飲將傳統茶文化與現代快消模式結合，研發“茶+文化”“茶+輕養生”等概念，讓年輕人以新的方式接觸茶文化。連云港的桃源書房則依托云霧茶產業，將單一茶園升級為集閱讀、手工制茶、茶事體驗于一體的“茶園樂園”。書屋+非遺手作：當陽三楚書屋設有非遺體驗區，引進蘭染工坊等文創品牌，讓游客在閱讀之余親手體驗傳統技藝。安吉“山峰的書房”則通過聯動“何物茶房”等業態，打造集閱讀、茶事、戲曲于一體的復合型文化空間。書屋+研學團建：“忘了”書屋將茶藝、花道、陶藝與農耕文化研學結合，承接公司團建活動，拓展了工作日的客源。桃源書房通過“云霧茶藝傳承班”培訓23名村民成為專業茶師，同時將茶園轉化為研學基地，累計接待游客超3000人次。書屋+文創衍生：三楚書屋的文創區除了當陽城市品牌產品，還引進“宜昌禮物”“長江的禮物”等系列，將地域文化轉化為可帶走的記憶。文化IP的深度運營：山頂書屋的最高境界，是成為文化IP的載體。安吉長林垓村引入作家山峰公益授權的“山峰的書房”，借助這一文化IP的號召力，定期舉辦閱讀沙龍、新書分享會，將其打造為文化新陣地。在此基礎上，村里還規劃了“何物茶房”與戲曲禮堂，形成“一街三房”的文旅矩陣。安康“秦嶺書屋”則通過“線上線下雙循環”模式，建立線上興趣社群發起閱讀打卡挑戰，線下聯合文藝家協會開展書畫創作、經典誦讀活動，邀請文化名人舉辦讀書分享，將名家見聞轉化為有聲讀物，文化IP影響力不斷提升。

From "selling books" to "selling experiences": A qualitative change in the core product. The profit model of traditional bookstores is based on "the price difference of books", while Summit Bookstore must undergo a fundamental transformation in its business logic - books are transformed from the core source of profit to a gateway for attracting customers, and experience consumption becomes the main source of revenue. 。The rural library in Laoshan, Qingdao, presents an exemplary case: a 60-square-meter space, 5,000 books available for borrowing only, no sales allowed, coffee can be left unorder, there are no dedicated staff, and even the network promotion is deliberately not carried out to maintain the reading atmosphere. However, it is precisely this "anti-commercial" purity that attracts a large number of urban professionals to drive over 10 kilometers specifically to visit. Coffee becomes the sole source of profit, yet it is sufficient to support the operation of the space. This reveals a core insight: The core product of the mountain-top library is not the books, but "the atmosphere of reading on the mountain top". 。 What consumers pay for is not the price of the books, but for this scarce immersive experience. The diverse possibilities of業態 combination： From the perspective of market practice， successful mountain-top bookstores generally adopt the "1+N" model of業態 combination： Bookstore + local products： The "Forget" bookstore in Sanmen， Zhejiang， was jointly created by an event planner and the "tea second generation"， converting 800 acres of mountain tea plantation resources into product advantages. The new Chinese-style tea drinks launched by the bookstore combine traditional tea culture with modern fast consumption models， developing concepts such as "tea + culture" and "tea + light health preservation"， allowing young people to access tea culture in a new way. The Taoyuan Study House in Lianyungang relies on the cloud tea industry and upgrades a single tea plantation into a "tea plantation paradise" that integrates reading， handmade tea production， and tea-related experiences. Bookstore + intangible cultural heritage handicrafts： Whenyang San Chu Study House has an intangible cultural heritage experience area and introduces creative brands such as Lan Yan Workshop， allowing tourists to experience traditional skills while reading. Anji "Mountain Peak's Study House" creates a multi-functional cultural space that integrates reading， tea-related activities， and opera through the linkage of "He Wo Tea House" and other business models. Bookstore + group study and team building： The "Forget" bookstore combines tea art， flower arrangement， pottery art， and agricultural culture study tours with tea ceremony， hosting company team-building activities to expand the customer base during working days. The Taoyuan Study House trains 23 villagers to become professional tea masters through the "Cloud Tea Art Inheritance Class"， and converts the tea plantation into a study base， with a cumulative number of over 3，000 visitors. Bookstore + cultural derivative products： The cultural derivative products area of San Chu Study House includes not only the city brand products of Anji but also series such as "Yichang Gift" and "Gift of the Yangtze River"， converting regional culture into takeable memories.

Deep operation of cultural IP： The highest level of mountain-top bookstores is to become the carrier of cultural IP. Anji Changlin Gai Village introduced the "Mountain Peak's Study House" authorized by writer Shifeng Public Welfare， leveraging the appeal of this cultural IP， regularly holding reading salons and new book sharing sessions， and turning it into a new cultural platform. On this basis， the village also plans "He Wo Tea House" and a drama hall， forming a "one street three houses" tourism and cultural matrix. Ankang "Qinling Study House" uses the "online offline dual circulation" model to establish an online interest community to launch reading challenge challenges， and jointly with the art association holds calligraphy and painting creation， classic recitation activities， and invites cultural celebrities to hold reading sharing sessions， converting the experiences of famous people into audio books， and continuously enhancing the influence of the cultural IP.

二、他山之石 | 可借鑒的市場案例九女峰書房：設計驅動的“出圈”樣本。泰安九女峰書房的成功，首先歸功于其極具辨識度的空間設計。白色的膜結構屋頂、透明的玻璃落地窗、流線型的外立面設計，讓建筑宛如一朵白云停留山間。室內延續素雅基調，弧形書墻與階梯式平臺錯落有致，長廊串聯咖啡區和閱讀區。這一案例的啟示在于：在山頂這樣的特殊場景中，建筑本身就是最大的流量入口。最初作為民宿配套的書房，因獨特設計在社交媒體火爆“出圈”，成為游客專程到訪的目的地。運營至今，書房及配套民宿已接待游客超30萬人次。“忘了”書屋：主理人經濟的實踐樣本。三門的“忘了”書屋由兩位主理人聯手打造——一個擅長空間營造，一個精通茶文化運營，優勢互補讓構想快速落地。書屋采用“輕介入”設計，保留原始石基的粗糲質感，山林間的野花被扦插成獨具韻味的花藝盆栽，每個細節都體現“森系商業”哲學。這一案例的啟示在于：山頂書屋的成功往往依賴“主理人”的個人審美與運營理念。彭婕妤的“賣的是‘五感全開的山野時光’”，胡文嬌的“讓茶文化走進日常生活”，這些有溫度的理念難以被連鎖品牌復制。桃源書房：茶文旅融合的產業樣本。連云港桃源書房的獨特之處在于，它不僅是一個閱讀空間，更是一個產業引擎。通過“閱讀+茶事+文創”的多元業態，書房實現了“四變”：茶園變研學基地、茶農變專業茶師、老茶場變實踐教場、閑置民房變特色民宿。截至2025年10月，書房已實現收入10萬余元，15戶村民家門口增收。這一案例的啟示在于：山頂書屋可以與在地產業形成深度共生。當書屋成為產業鏈的一環，其價值就超越了單一商業體，成為鄉村振興的發動機。三楚書屋：景區融合的發展路徑。位于當陽玉泉山景區內的三楚書屋，是5A景區創建的重點子項目。書屋投資853萬元，占地7.87畝，建筑外形充分結合山景，仿佛從樹林間生長而出。內部設有閱讀區、咖啡茶飲區、文創展示區、手工制作區和非遺體驗區，各區域相互連通。這一案例的啟示在于：山頂書屋可以成為景區的“文化會客廳”。通過與新華書店合作配書、引入地域文創、提供特色茶飲，書屋為游客提供了休憩與文化交流的空間，讓景區從單純的觀光升級為可停留的文化體驗地。

Jiufengmen Study Room: A Sample of "Going Viral" Driven by Design. The success of Tai'an Jiufengmen Study Room is primarily attributed to its highly distinctive spatial design. The white membrane structure roof, transparent glass floor windows, and streamlined exterior design make the building resemble a cloud resting in the mountains. The interior maintains a simple and elegant tone, with curved book walls and stepped platforms arranged in a harmonious manner. The long corridor connects the coffee area and the reading area. The lesson from this case is that in such a special location on the mountain top, the building itself is the largest traffic entrance. Initially serving as a guesthouse amenity, the study room became popular on social media and "went viral" due to its unique design, becoming a destination that tourists specifically visit. Since its operation, the study room and its accompanying guesthouse have received over 300,000 visitors.

"Forgotten" Bookstore: A Sample of Economic Practice by the Host. The "Forgotten" Bookstore in Sanmen was jointly created by two hosts - one skilled in space creation and the other proficient in tea culture operation. Their complementary strengths enabled the concept to be quickly realized. The bookstore adopts a "light intervention" design, preserving the rough texture of the original stone foundation, and wild flowers in the mountain forest are propagated into unique and charming flower art planters. Every detail reflects the "eco-business" philosophy. The lesson from this case is that the success of mountain-top bookstores often relies on the personal aesthetic and operation philosophy of the "host". 。 Peng Jieyu's "selling 'the mountainous time with all five senses fully engaged'" and Hu Wenjiao's "introducing tea culture into daily life" - these warm and meaningful concepts are difficult for chain brands to replicate.

Taoyuan Study Room: An industrial model of integrating tea and tourism. The uniqueness of Taoyuan Study Room in Lianyungang lies in the fact that it is not only a reading space but also an industrial engine. Through the diversified business model of "reading + tea affairs + cultural creation", the study room has achieved "four transformations": the tea garden has become a study base, tea farmers have become professional tea masters, old tea fields have become practical teaching grounds, and idle residential houses have become characteristic guesthouses. As of October 2025, the study room has achieved an income of over 100,000 yuan, and 15 villagers have benefited from it at their doorsteps. The lesson from this case is that mountain-top bookstores can form a deep symbiosis with the local industry. When the bookstore becomes a part of the industrial chain, its value goes beyond a single commercial entity and becomes an engine for rural revitalization.

San Chu Study Room: The development path of integrating scenic spots. Located in the Yunchuan Mountain Scenic Area in Dangyang, San Chu Study Room is a key sub-project for the creation of a 5A scenic area. The study room invested 8.53 million yuan and covers an area of 7.87 acres. The architectural shape fully combines the mountain scenery, as if growing out of the woods. The interior features a reading area, coffee and tea drinking area, cultural creation display area, handicraft production area, and intangible cultural heritage experience area, with each area interconnected. The lesson from this case is that mountain-top bookstores can become the "cultural reception hall" of the scenic spot. By collaborating with Xinhua Bookstore for book distribution, introducing local cultural products, and offering distinctive tea beverages, the reading room provides tourists with a space for rest and cultural exchange, upgrading the scenic area from a mere sightseeing destination to a place where visitors can stay and experience culture.

三、規劃設計 | 從市場邏輯出發的空間營造選址策略：景觀資源的最大化利用。山頂書屋的第一要義是“看得見風景”。選址應遵循以下原則：視線通廊優先：確保主要觀景區無遮擋。九女峰書房的玻璃落地窗讓室內外渾然一體，游客可一邊閱讀一邊遠眺云海。三楚書屋緊鄰水杉林、花溪濕地，周邊林木茂密、水系環繞，建筑滲透融合于林間山景。可達性與稀缺性平衡：山頂書屋通常位于景區內部或周邊，需與交通動線有機銜接。但過于便利可能稀釋體驗的稀缺性，適度“難以抵達”反而成為價值所在。青島嶗山的圖書館需要坐公交再步行140米才能到達，這種“跋涉感”恰恰過濾了無效客流，留下真正認同其理念的顧客。建筑設計：消隱、對話與地標。山頂書屋的建筑設計需在三重關系中尋求平衡：消隱于自然：桃源書房坐落于海上云臺山景區深處，975平方米的空間融入山林環境。三楚書屋的設計理念是“仿佛從樹林間生長出的書屋”。與風景對話：九女峰書房的白色膜結構屋頂與云海呼應，建筑本身就是對自然景觀的回應。“忘了”書屋的觀景露臺與臨窗茶席，讓客人自然而然地放慢腳步。成為新的地標：在尊重自然的前提下，建筑應有足夠辨識度成為“打卡點”。九女峰書房因獨特設計在社交媒體“出圈”，這正是設計驅動流量的證明。空間布局：復合功能的有機組織。成功的山頂書屋普遍采用“核心+衛星”的功能布局：核心區：以閱讀空間為精神內核。九女峰書房的弧形書墻與階梯式平臺營造靜謐氛圍。青島圖書館將大部分空間留給桌椅、沙發和透過玻璃窗灑進的陽光。衛星區：圍繞核心布局多元功能。“忘了”書屋融合茶藝、花道、陶藝體驗區。三楚書屋設有咖啡茶飲區、文創展示區、非遺體驗區，各區域相互連通又保持相對獨立。灰空間：室內外的過渡區域最具價值。桃源書房的450平方米露天平臺、260平方米茶事功能區與臨湖休閑區串聯成線。“忘了”書屋的觀景露臺成為“去班味”的最佳場所。氛圍營造：五感全開的沉浸體驗。山頂書屋的競爭力在于氛圍的不可復制性：視覺：“忘了”書屋保留石基粗糲質感，山林野花扦插成花藝。九女峰書房以白色為主調，與云海呼應。聽覺：青島圖書館刻意維持靜謐，甚至為維護規則與顧客“吵架”，過濾嘈雜。嗅覺：“忘了”書屋彌漫茶香與書香。桃源書房有手工制茶的烘焙香氣。味覺：各地書屋都將在地風味融入飲品。“忘了”書屋的茶葉由國茶大師古法手制。三楚書屋既有咖啡，也有玉泉紅茶、綠茶。觸覺：粗糲石墻、原木書架、柔軟沙發，不同材質帶來豐富的觸感體驗。

Site selection strategy: Maximization of landscape resource utilization. The primary principle of the mountain-top library is "being able to see the scenery". The selection should follow the following principles: Sight corridors take precedence: Ensure that the main viewing areas are unobstructed. The glass floor windows of the Jiujue Library allow the indoor and outdoor spaces to blend seamlessly. Tourists can read while looking out at the sea of clouds. The Sanchu Library is adjacent to the cypress forest and the flower creek wetland. The surrounding trees are lush and the water system is surrounded. The building integrates with the forest scenery. Accessibility and scarcity balance: The mountain-top library is usually located within or near the scenic area and needs to be organically connected with the transportation network. However, too much convenience may dilute the scarcity of the experience. Moderately making it "difficult to reach" becomes the value. The library in Qiaolao Mountain in Qingdao requires a 140-meter walk from the bus stop to reach, this "travelling sensation" precisely filters out ineffective visitors and leaves behind customers who truly identify with its concept.

Architectural design: Disappearance, dialogue and landmark. The architectural design of the mountain-top library needs to seek balance in three relationships: Disappear into nature: The Tao Yuan Library is located deep in the sea-cloud Taishan scenic area, with 975 square meters of space integrated into the mountain and forest environment. The design concept of Sanchu Library is "as if a library grows out of the woods". Dialogue with the scenery: The white membrane structure roof of Jiujue Library echoes the cloud sea, and the building itself is a response to the natural landscape. The viewing terrace of "Forget" Library and the window tea seats allow guests to naturally slow down. Become a new landmark: While respecting nature, the building should have sufficient recognizability to become a "must-visit spot". The Jiujue Library became "trending" on social media due to its unique design, which is exactly proof that design drives traffic. Space layout: Organic organization of multiple functions. Successful mountain-top libraries generally adopt a "core + satellite" functional layout: Core area: With the reading space as the spiritual core. The arc-shaped book wall and the stepped platform of the Jiujue Library create a quiet atmosphere. The Qingdao Library leaves most of the space for tables, sofas and sunlight streaming through the glass windows. Satellite area: Surrounding the core with multiple functions. The Jiujue Library integrates tea art, flower arrangement and pottery experience areas. Sanchu Library has a coffee and tea-drinking area, a cultural creation display area and an intangible experience area. Each area is interconnected while remaining relatively independent. Grey space: The transitional area between indoor and outdoor is the most valuable. The 450-square-meter open-air platform, 260-square-meter tea function area and lake-side leisure area of Tao Yuan Library are connected in a line. The viewing terrace of "Forget" Library becomes the best place for "going off the beaten path".

Aesthetic creation: Immersive experience with all five senses. The competitiveness of the mountain-top library lies in the non-replicability of the atmosphere: Vision: "Forget" Library retains the rough texture of the stone base and the wild flowers planted into floral art. Jiujue Library is mainly in white, echoing the cloud sea. Hearing: The Qingdao Library deliberately maintains tranquility, even arguing with customers to maintain the rules, filtering out noise. Smell: "Forget" Library is filled with the aroma of tea and books. Tao Yuan Library has the aroma of handmade tea. Taste: All book houses will integrate local flavors into beverages. The tea of "Forget" Library is handcrafted by a national tea master. Sanchu Library has coffee, Yunchuan black tea and green tea. Touch: Rough stone walls, wooden bookshelves, soft sofas, different materials bring rich tactile experiences.

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