我们一直习惯按照教育、专业和大众的三分法来划分图书产业,但我觉得大众图书(trade book)的概念很误导人,我们实际上并没有人人皆可读的书,有的只是不同层面的分众市场。分众市场的图书营销,其实解决的还是出版的根本问题:即如何找到目标读者?如何说服读者购书?下面,我结合博雅光华公司擅长做的培训书,从三个层面谈一下图书营销。首先是选题层面。在分众图书市场, We have always been accustomed to dividing the book industry according to the trichotomy of education, professionalism and the general public. However, I think the concept of a trade book is misleading. We do not actually have a book that everyone can read. Level of Focus Market. Focus on the book market marketing, in fact, solve the fundamental issue of publication: how to find the target audience? How to convince the readers to buy books? Below, I combined with Boyaa Guanghua company training books, from three levels about book marketing. The first is the topic level. Focus in the book market,