电商冲击下线下图书销售市场的困境及突破

Research on the Dilemma and Breakthrough of Offline Book Sales Market with the Impact of E-commerce

一直以来,图书出版与发行都是国家开展政治经济文化宣传的主要途径。作为图书出版与发行的主力军,出版社始终居于图书发行的核心地位,形成了完善的图书出版和发行体系。然而,随着网络的快速发展,数字化经济时代的到来给市场环境带来了重大改变,人们的阅读方式发生了很大变化,出版社图书发行工作也遭遇了一些困境。基于此,本文首先分析了出版社图书发行中存在的困境,如发行主体数量多、存在不正当竞争行为、图书发行过程中绩效考核执行不到位、图书发行管理体制不健全、缺乏市场服务意识、缺乏核心竞争力等,然后提出了破解出版社图书发行困境的有效途径,如严格落实出版行业准入制度等,希望能为出版社图书发行提供一些有益的参考和借鉴。

The publication and distribution of books have always been the main way for the country to promote politics,economy and culture.As the main force in book publishing and distribution,presses have always been at the core of book distribution,and have formed a complete book publishing and distribution system.However,with the rapid development of the Internet and the advent of the digital economy era,the market environment has been greatly changed;the way people read has changed a lot,and the publishing work of presses has also encountered some difficulties.Based on this,this study firstly analyzes the predicaments existing in the presses’book distribution,such as the large number of distributors,the existence of illegal competition,the inadequate implementation of performance appraisal in the process of book distribution,the imperfect management system of book distribution,the lack of market service awareness,inadequate core competitiveness,etc.,and then puts forward an effective way to solve the dilemma of publishing books,such as strictly implementing the access system for publishing industry,etc.,hoping to provide some useful references for publishing books.