试论编辑经营与读者需求

On Editor's Operation and Reader's Demands

出版业的市场化,决定了经营在整个出版业务中已居于核心地位。编辑经营的根本目标就是为读者提供最优质的服务,从而实现出版效益的最大化。由于图书既是商品,又是内容产品,具有二重性,所以,实现经济与文化一体化是出版人应有的价值观念与行为方式。作为出版者,编辑不仅要通过满足读者需求,实现文化商品的交换价值,而且要引导阅读,对社会承担起相应的责任。

The marketization of the publishing industry has made editing operation the core of the whole industry.The basic aim of editing operation is to provide the best service to readers and maximize publishing benefits.Being both a commodity and content product,books have dual features.So,the realization of economic and cultural integration is the pattern of values and behavior a publisher ought to follow.Being a publisher,an editor should not only realize the values of exchanging culture and products by meeting readers＇ demands,but also guide them to read,and shoulder corresponding responsibilities for the society.