新媒体视域下传统图书出版发行的现状分析与应对策略

Analysis and Countermeasures to the Status of Traditional Publication and Distribution in the New Media Perspective

新媒体的迅速发展,成为传统图书出版业快速发展的助推器。在给传统的图书出版发行带来机遇的同时,也蕴含着挑战。如何准确抓住新媒体带给图书出版发行的机遇,从而在多元化背景下规避问题的发生是需要每个出版人面对和解决的重要问题。当前,应对新媒体技术带给传统图书出版发行的挑战,一是要运用发展的眼光准确掌握市场需求;二是要利用新媒体做好传统图书出版的营销工作;三是要利用新媒体提高读者服务水平,从而推动传统图书出版实现更长远的发展。

The rapid development of new media has become the booster of the development of the tradi- tional book publication industry with both opportunities and challenges. Therefore, how to seize the oppor- tunities and, at the same time, avert the corresponding problems caused by the context of the diversifica- tion has just been regarded as an important task for each publisher to confront. The possible countermea- sures to deal with it include the following three aspects： first, meeting the market demands with the de- velopmental insights; second, making good use of the new media in the traditional book publishing mar- keting; third, improving the reader service with new media technology in order to promote the long-term development of the traditional publication and distribution.