自从我国加入WTO以来,以竞争主体多元化、销售模式灵活化和产品形式多样化为特点的市场竞争态势同样在书刊出版领域显现出来,而且,这些特点表现得更为突出。从某种程度上说,图书的巨大市场机遇正孕育于多元化的市场需求之中。因此,面对机遇和挑战,如何有效改变营销策略,整合营 Since China’s accession to the WTO, the competition in the market characterized by the diversification of competition subjects, the flexible sales model and the diversification of product forms has also emerged in the field of book publication. Moreover, these features have become more prominent. To some extent, the huge market opportunities for books are nurturing diverse market needs. Therefore, the face of opportunities and challenges, how to effectively change the marketing strategy, integration camp