由于现代实体书的推广一直存在或多或少的问题,本文就如今中国的实体书经营现状以及大环境做了简要分析,并与另一方面相对蓬勃发展的网络文学作出简单的对比,从而突出如今书籍市场的优劣势,结合大多书店的营销管理方案,分析消费者习惯与心理,提出合理市场营销建议。 Due to the fact that the promotion of modern physical books has always had more or less problems, this article gives a brief analysis of the status quo and the general environment of physical books in China today and simply contrasts with the relatively flourishing Internet literature on the other hand, thus highlighting Today’s advantages and disadvantages of the book market, combined with most bookstore marketing management programs, analysis of consumer habits and psychology, put forward reasonable marketing proposals.