图书营销环境是指与图书营销相关的各种因素的组合,可以分为宏观环境和微观环境。宏观环境包括政治、经济、人口、社会以及自然等因素;微观环境则包括出版社、书店、读者以及他们之间由图书所形成的购销关系。由于图书营销环境是不断发展变化的,在图书市场宏观环境既定的情况下,图书营销微观环境直接对图书销售产生影响。 Book marketing environment refers to the combination of various factors related to book marketing, which can be divided into macro environment and micro environment. The macroeconomic environment includes political, economic, demographic, social and natural factors. The microenvironment includes publishers, bookstores, readers, and the buying and selling relationships among books. As the marketing environment of books is evolving constantly, under the condition of the macroscopic environment of the book market, the micro-environment of book marketing directly affects book sales.