“内容为王,营销为先,渠道制胜”已成为出版人的共识。中小型出版社唯有以市场为导向,以内容为核心,构建专业化的产品线,才能在产业格局的巨大变化中做大做强,或者“小而不败”。然而当出版业走向市场,要建立产品线的时候,我们发现,那种单纯从出版社的出书方向、出书范围等出发做的主观性的调整往往很难在市场销售中实现。因此,有必要寻求新的能带来市场效益的产品线建构路径。本文拟通过一些案例加以探讨。 “Content is king, marketing first, channel win” has become the publisher’s consensus. Only small and medium-sized publishers to market-oriented, content as the core, to build a specialized product line in order to great changes in the industrial structure bigger and stronger, or “small undefeated.” However, when the publishing industry is going to the market and the product line is to be established, we find that subjective adjustments made solely from the publishing direction of the publishing house and the scope of the publishing are often difficult to achieve in marketing. Therefore, it is necessary to seek a new product line construction path that brings market benefits. This article intends to explore some cases.