本文从文化消费市场的角度对当前图书消费特点与市场定位进行分析,把图书作为真正意义上的商品,把出版社纳入企业品牌的运作模式。其目的是认识图书出版的市场经济运作规律,科学地、创造性地进行市场经营,促进出版业的健康发展。 This article analyzes the characteristics and market orientation of current books consumption from the angle of cultural consumer market, takes books as the real commodity and incorporates the publishing house into the operating mode of corporate brand. Its purpose is to recognize the laws governing the operation of the market economy in book publishing, conduct market operations scientifically and creatively, and promote the healthy development of the publishing industry.