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随着中国的出版流通市场对内和对外开放,在很大程度上促进了出版流通的市场竞争。面对比较激烈的市场竞争,出版社投入了大量的人力和物力从事选题的策划与开发,大批新书被不断推入图书市场。同时,出版社也加大了产品的营销工作,并为此作出了极大的努力。然而,中国的图书市场却出现了一个让人感到棘手的问题,即书店里的书越来越雷同;我们想要的书买不到,不想要的书,书店里越来越多。究竟是什么原因造成了这种情况呢?我认为这与中国的出版机制和出版流通机制存在的问题有很大的关系,制约中国出版业发展的一个很重要的问题就是出版流通渠道不通畅、还没有建立起一个适应现代市场经济的合理的出版流通机制。为此,与出版产业发达的日本做一个比较,不仅能更清楚地认识我们今天所存在的问题,还可以把日本的经验作为借鉴。
As China’s publishing circulation market opens to the outside world and opens to the outside world, it greatly promotes the circulation of the market in circulation. In the face of fiercer market competition, publishers invested a great deal of manpower and material resources in the planning and development of topics, and a large number of new books were continuously pushed into the book market. At the same time, publishing houses have also stepped up product marketing efforts and made great efforts to that end. However, there is a thorny issue in the Chinese book market: the books in the bookstore are getting more and more similar; the books we want can not be bought, the unwanted books and the bookstore are more and more. What causes this kind of situation? I think it has a great relationship with the problems existing in the publishing mechanism and the publishing and circulation mechanism in China. A very important issue that restricts the development of the publishing industry in China is that the publishing and distribution channels are not smooth, No reasonable mechanism of publishing and circulation has been established to adapt to the modern market economy. For this reason, a comparison with Japan, where the publishing industry is developed, can not only better understand the problems we exist today, but also draw lessons from Japan’s experience.