随着读者需求和图书市场的深入发展,书业竞争策略过渡到以整个书业产业价值链为主的整合营销竞争时代。本文针对目前书业市场的特征、现状与缺失问题,对书业竞争发展的三个历史阶段的三种观念进行了比照分析,界定了现代图书市场营销的概念、基本理论架构以及在运作过程中应注意的一些问题和具体措施。 With the readership demand and the further development of the book market, book industry competition strategy transition to the era of integrated marketing competition mainly based on the book industry value chain. In this paper, the current characteristics of the book market, the status quo and the lack of issues, the competitive development of the book in the three historical stages of the three concepts were analyzed and compared to define the concept of modern book marketing, the basic theoretical framework and in the operation process Should pay attention to some problems and concrete measures.