关于倡导图书消费的思考

Reflections on Advocating Books Marketing

在全球金融危机背景下,扩大文化内需成为我国拉动内需、保经济增长的一项国策,而我国的图书消费现状不容乐观。通过从图书消费欲望的缺失、传统消费文化观念的根植、社会消费环境的影响、网络发展对传统图书的冲击、图书消费信息的不对称和城乡图书消费发展的不平衡,这六大制约图书消费的社会人文因素进行分析,从而提出发展对策。以期抓住危机下的机遇,倡导图书消费,扩大文化内需,促进我国经济的全面发展。

Expanding the domestic cultural needs has been recognized as an important national policy to promote the domestic demands and secure the economic growth amid the global financial crisis. However, the internal books marketing in China is not optimistic. The paper proposed developing strategies based on 6 social and humanity factors restricting the book consumption, such as the deficiency of desires for books, the deep-rooted traditional concept of book consumption culture, the influence of the general consumption environment,the impact of internet on convention- al books, asymmetrical information of book market and unbalanced development of book consumption in rural and urban areas. It also suggested that we should take advantages of the present crisis, advocate the books marketing and expand the domestic cultural needs in order to accelerate the full development of national economy.