文旅案例 | 山顶书屋、书香何以成为经济：从“卖书”到“卖体验”、从流量入口到价值引擎

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泰山西麓九女峰上，一座形似白云的书房“浮”在山脊，与波澜壮阔的泰山云海遥相呼应，被网民誉为中国“最美书房”之一。开业以来，这个占地仅200平方米的九女峰书房，不仅带火了配套的“故乡的云”民宿，更让曾经的“空心村”变身乡村振兴样板，村集体收入翻番。

千里之外的浙江三门，一座由活动策划师与“茶二代”联手打造的“忘了”书屋，在海拔数百米的高山梯田间静静矗立。试营业仅大半年，已接待游客超3万人次，实现营业收入破20万元。这些案例揭示了一个正在发生的趋势：山顶书屋不再是单纯的阅读空间，而是以山巅风景为底色、以书籍为媒介、以多元业态为引擎的新型文旅综合体。

一、业态破局 | 山顶书屋的产品创新路径从“卖书”到“卖体验”：核心产品的质变。传统书店的盈利逻辑是“书价差”，而山顶书屋必须完成一次商业逻辑的根本转换——书籍从盈利核心转变为引流入口，体验消费成为主要营收来源。青岛崂山的乡村图书馆提供了一个极致的案例：60平方米空间，5000册图书只借不卖，咖啡可以不点，没有专职服务员，甚至为了维护阅读氛围而刻意不做网络推广。然而，正是这种“反商业”的纯粹性，吸引了大量城市白领驱车十几公里专程到访，咖啡成为唯一的盈利点，却足以支撑空间运营。这揭示了一个核心洞见：山顶书屋的核心产品不是书，而是“在山顶读书的氛围”。消费者支付的不是书价，而是为这份稀缺的沉浸式体验买单。业态叠加的多元可能：从市场实践来看，成功的山顶书屋普遍采用“1+N”的业态叠加模式：书屋+在地物产：浙江三门的“忘了”书屋由活动策划师与“茶二代”联手打造，将800亩高山茶园资源转化为产品优势。书屋推出的新中式茶饮将传统茶文化与现代快消模式结合，研发“茶+文化”“茶+轻养生”等概念，让年轻人以新的方式接触茶文化。连云港的桃源书房则依托云雾茶产业，将单一茶园升级为集阅读、手工制茶、茶事体验于一体的“茶园乐园”。书屋+非遗手作：当阳三楚书屋设有非遗体验区，引进蘭染工坊等文创品牌，让游客在阅读之余亲手体验传统技艺。安吉“山峰的书房”则通过联动“何物茶房”等业态，打造集阅读、茶事、戏曲于一体的复合型文化空间。书屋+研学团建：“忘了”书屋将茶艺、花道、陶艺与农耕文化研学结合，承接公司团建活动，拓展了工作日的客源。桃源书房通过“云雾茶艺传承班”培训23名村民成为专业茶师，同时将茶园转化为研学基地，累计接待游客超3000人次。书屋+文创衍生：三楚书屋的文创区除了当阳城市品牌产品，还引进“宜昌礼物”“长江的礼物”等系列，将地域文化转化为可带走的记忆。文化IP的深度运营：山顶书屋的最高境界，是成为文化IP的载体。安吉长林垓村引入作家山峰公益授权的“山峰的书房”，借助这一文化IP的号召力，定期举办阅读沙龙、新书分享会，将其打造为文化新阵地。在此基础上，村里还规划了“何物茶房”与戏曲礼堂，形成“一街三房”的文旅矩阵。安康“秦岭书屋”则通过“线上线下双循环”模式，建立线上兴趣社群发起阅读打卡挑战，线下联合文艺家协会开展书画创作、经典诵读活动，邀请文化名人举办读书分享，将名家见闻转化为有声读物，文化IP影响力不断提升。

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业态 combination： From the perspective of market practice， successful mountain-top bookstores generally adopt the "1+N" model of业态 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 | 可借鉴的市场案例九女峰书房：设计驱动的“出圈”样本。泰安九女峰书房的成功，首先归功于其极具辨识度的空间设计。白色的膜结构屋顶、透明的玻璃落地窗、流线型的外立面设计，让建筑宛如一朵白云停留山间。室内延续素雅基调，弧形书墙与阶梯式平台错落有致，长廊串联咖啡区和阅读区。这一案例的启示在于：在山顶这样的特殊场景中，建筑本身就是最大的流量入口。最初作为民宿配套的书房，因独特设计在社交媒体火爆“出圈”，成为游客专程到访的目的地。运营至今，书房及配套民宿已接待游客超30万人次。“忘了”书屋：主理人经济的实践样本。三门的“忘了”书屋由两位主理人联手打造——一个擅长空间营造，一个精通茶文化运营，优势互补让构想快速落地。书屋采用“轻介入”设计，保留原始石基的粗粝质感，山林间的野花被扦插成独具韵味的花艺盆栽，每个细节都体现“森系商业”哲学。这一案例的启示在于：山顶书屋的成功往往依赖“主理人”的个人审美与运营理念。彭婕妤的“卖的是‘五感全开的山野时光’”，胡文娇的“让茶文化走进日常生活”，这些有温度的理念难以被连锁品牌复制。桃源书房：茶文旅融合的产业样本。连云港桃源书房的独特之处在于，它不仅是一个阅读空间，更是一个产业引擎。通过“阅读+茶事+文创”的多元业态，书房实现了“四变”：茶园变研学基地、茶农变专业茶师、老茶场变实践教场、闲置民房变特色民宿。截至2025年10月，书房已实现收入10万余元，15户村民家门口增收。这一案例的启示在于：山顶书屋可以与在地产业形成深度共生。当书屋成为产业链的一环，其价值就超越了单一商业体，成为乡村振兴的发动机。三楚书屋：景区融合的发展路径。位于当阳玉泉山景区内的三楚书屋，是5A景区创建的重点子项目。书屋投资853万元，占地7.87亩，建筑外形充分结合山景，仿佛从树林间生长而出。内部设有阅读区、咖啡茶饮区、文创展示区、手工制作区和非遗体验区，各区域相互连通。这一案例的启示在于：山顶书屋可以成为景区的“文化会客厅”。通过与新华书店合作配书、引入地域文创、提供特色茶饮，书屋为游客提供了休憩与文化交流的空间，让景区从单纯的观光升级为可停留的文化体验地。

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、规划设计 | 从市场逻辑出发的空间营造选址策略：景观资源的最大化利用。山顶书屋的第一要义是“看得见风景”。选址应遵循以下原则：视线通廊优先：确保主要观景区无遮挡。九女峰书房的玻璃落地窗让室内外浑然一体，游客可一边阅读一边远眺云海。三楚书屋紧邻水杉林、花溪湿地，周边林木茂密、水系环绕，建筑渗透融合于林间山景。可达性与稀缺性平衡：山顶书屋通常位于景区内部或周边，需与交通动线有机衔接。但过于便利可能稀释体验的稀缺性，适度“难以抵达”反而成为价值所在。青岛崂山的图书馆需要坐公交再步行140米才能到达，这种“跋涉感”恰恰过滤了无效客流，留下真正认同其理念的顾客。建筑设计：消隐、对话与地标。山顶书屋的建筑设计需在三重关系中寻求平衡：消隐于自然：桃源书房坐落于海上云台山景区深处，975平方米的空间融入山林环境。三楚书屋的设计理念是“仿佛从树林间生长出的书屋”。与风景对话：九女峰书房的白色膜结构屋顶与云海呼应，建筑本身就是对自然景观的回应。“忘了”书屋的观景露台与临窗茶席，让客人自然而然地放慢脚步。成为新的地标：在尊重自然的前提下，建筑应有足够辨识度成为“打卡点”。九女峰书房因独特设计在社交媒体“出圈”，这正是设计驱动流量的证明。空间布局：复合功能的有机组织。成功的山顶书屋普遍采用“核心+卫星”的功能布局：核心区：以阅读空间为精神内核。九女峰书房的弧形书墙与阶梯式平台营造静谧氛围。青岛图书馆将大部分空间留给桌椅、沙发和透过玻璃窗洒进的阳光。卫星区：围绕核心布局多元功能。“忘了”书屋融合茶艺、花道、陶艺体验区。三楚书屋设有咖啡茶饮区、文创展示区、非遗体验区，各区域相互连通又保持相对独立。灰空间：室内外的过渡区域最具价值。桃源书房的450平方米露天平台、260平方米茶事功能区与临湖休闲区串联成线。“忘了”书屋的观景露台成为“去班味”的最佳场所。氛围营造：五感全开的沉浸体验。山顶书屋的竞争力在于氛围的不可复制性：视觉：“忘了”书屋保留石基粗粝质感，山林野花扦插成花艺。九女峰书房以白色为主调，与云海呼应。听觉：青岛图书馆刻意维持静谧，甚至为维护规则与顾客“吵架”，过滤嘈杂。嗅觉：“忘了”书屋弥漫茶香与书香。桃源书房有手工制茶的烘焙香气。味觉：各地书屋都将在地风味融入饮品。“忘了”书屋的茶叶由国茶大师古法手制。三楚书屋既有咖啡，也有玉泉红茶、绿茶。触觉：粗粝石墙、原木书架、柔软沙发，不同材质带来丰富的触感体验。

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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