图书出版发行中编发互动优化策略探究--基于媒介融合语境下社店关系的考量

Research on the Optimization Strategy in the Interaction Between Editors and Distributors: Based on the Relationship Between Publishing Houses and Xinhua Bookstores in the Context of Media Convergence

面对越来越细分的受众需求、越来越繁多的图书品种,如何在日益激烈的市场竞争中实现图书畅销又长销的良性发展,我国出版发行业进行了多学科、多层面、多角度的研究,对编发互动的探讨便是其中的一个方面。文章以媒介融合背景下的社店关系为视角,分析图书出版发行中编发互动的现状及存在的问题,从转变角色定位、管理方式、沟通方式、决策方式等方面着手,提出加强编发互动的优化策略。

Facing more and more specialized niche market and more and more diversified book publishing, publishing and distribution industry have conducted multi-disciplinary, multi-faceted and multi-angle studies to realize the sound development of book market in the increasingly fierce market competition. The discussio China＇s in order n of the interaction between the editors and distributors is one of the important topics. The article analyzes the current situation and existing problems in the interaction between the editors and distributors from the perspective of the relationship between publishing houses and bookstores under the background of media convergence. Moreover, it puts forward the optimization strategies of role, management mode, strengthening the interaction between the communication mode and decision-making editors and distributors from four aspects： changing mode.