出版社实现竞争优势的途径探析

图书市场的竞争日趋激烈,不管愿意与否,出版社已被推入了全面参与市场竞争的现实。如何在市场中求得生存和发展,是出版社面临的挑战。本文从出版社宏观管理的层面提出制定明确的发展战略,准确的市场定位和产品定位,持续的选题开发能力,锻造良好的品牌形象是出版社实现竞争优势的着眼点和途径。

Surviving Principle and Practice for Publishing Houses in a Full Competitive Market

Book market has come to a phase of competition which can be termed"cut throat".Willing or not,publishing houses operators are irreversibly drawn or thrown into a situation in which their skills of survival are put to test.In exploring tentatively basic principles underlying the macro management of a publishing house in present day China,this paper tries to,among other things,outline some of the strategies of survival such as precise market positioning and product positioning,consecutive theme-choosing ability,and finally arguing that the fostering of a good corporate image is the logical point of departure for publishing operators to not only survive but also go from strength to strength in the competitive economy.