当前,面对竞争日趋激烈的图书市场,以及“入世”带来的冲击和挑战,国内出版社都开始关注出版社营销策略问题。这是出版社由计划经济模式向社会主义市场经济转化的必然趋势;也是出版社集约化精细生产的基本前提。要想在这种严峻的市场竞争环境下取得较好的社会效益和经济效益,就要求我们出版社加大发行力度,制定好市场营销策略。 计划经济体制下的发行仅仅是出版社一个部门 At present, in the face of an increasingly competitive book market and the impact and challenges brought by the accession to the WTO, domestic publishers are beginning to pay attention to the issue of the marketing strategy of the publishing houses. This is an inevitable trend that the publishing house is transformed from a planned economy model into a socialist market economy. It is also a basic prerequisite for the intensification of intensive production by publishing houses. In order to achieve better social and economic benefits in such a harsh market competition environment, we need to press publishers to increase distribution efforts to develop a good marketing strategy. The distribution under the planned economy is only one division of the publishing house