全民阅读背景下图书出版业市场行为优化研究

Research on the optimization of market conduct of book publishing industry under the background of National Reading

在全民阅读上升为国家战略的背景下,图书出版业也具有了一定的战略性产业的特征,承担了提升全民文化素质与民族文化自信的使命。图书出版产业要实现其产业经济价值与社会价值的统一,必须适应阅读群体和阅读内容的变化,适应目标市场知识信息获取方式的变化,优化市场行为,从明晰产品定位,拓展精准营销方式,积极开展融合竞争、争取互联网阅读话语权等方面入手,将产业发展从依靠规模和数量的粗放型增长方式转变为依靠质量和效益驱动的内涵式增长轨道上来。

Under the background of National Reading rising to the national strategy, the book industry also has the characteristics of a strategic industry, and undertakes the mission of promoting the cultural quality of the whole people and the confidence of the national culture. To realize the unification of industrial economic value and social value, the book industry must adapt to the changes of reading groups and reading contents, adapt to changes in the way to obtain knowledge and information of target market, optimize its market conduct. The book industry should promote the transformation of economic growth mode by the clear positioning of products, expand the precise marketing, and actively integration of competition and other aspects.