改革开放以来,中国的图书市场打破了几十年来新华书店一统天下的局面,新华书店的作用发生了很大变化,出版社自办发行由小到大,渐渐发展成为图书市场重要的发行渠道。所谓的出版社自办发行,主要是指依靠出版社自身的发行力量,要么在批发业务上建立自己新的发行渠道,要么在零售方 Since the reform and opening up, China’s book market has broken the domination of Xinhua Bookstore over the past decades. The role of Xinhua Bookstore has undergone tremendous changes. Publishing houses have grown from small to large and gradually developed into an important distribution channel for the book market. The so-called press release, mainly refers to rely on the publisher’s own distribution force, either in the wholesale business to establish their own new distribution channels, either in the retail side