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目前图书市场是以“批发——零售”的方式展开营销的。这种营销主要有两大渠道。一是以新华书店为龙头,形成批发、零售相结合的格局;二是集、个体书店与图书批销市场相结合形成的格局。前者资金足、规模大,但体制死,缺活力;后者虽灵活机动,但各自为阵,松散不规范,形不成大气候。应该说,图书营销的管道仍然不够畅通,与其他商品的流通相比,市场化的程度要低得多。如果用文化产业规模化经营的方式,在各大中心城市建立向零售商提供全方位服务为宗旨的配送中心,使图书市场有一种新型的营销运作模式,必定会激活图书市场,使图书销售走出困境。
The current book market is based on “wholesale - retail” way to start marketing. This marketing has two main channels. First, Xinhua Bookstore as a leader, the formation of wholesale, retail combination of the pattern; Second, the set of individual bookstores and book wholesale market combination of the formation of the pattern. The former funds enough, large-scale, but the system died, lack of vitality; the latter though flexible, but their own array, loose non-standard, form a climate. It should be said that the marketing channels for books are still not smooth enough and the degree of marketization is much lower than the circulation of other commodities. If the scale of cultural industries to operate in major cities set up to provide full service retailers for the distribution center for the book market has a new marketing mode of operation will certainly activate the book market so that book sales out Dilemma.