网络技术的迅猛发展,为图书营销的网络传播提供了新渠道、新途径。网络传播是以计算机通信网络为基础,进行信息传递、交流和利用,从而达到其社会文化传播的目的传播形式。网络传播融合了大众传播(单向)和人际传播(双向)的信息传播特征,在总体上形成一种散布型网状传播结构。在这种传播结构中,任何一个网结都能够生产、发布信息,所有网结生产、发布的信息都能够以非线性 The rapid development of network technology provides a new channel and a new way for the network marketing of book marketing. Network communication is based on the computer communication network, information transmission, exchange and utilization, so as to achieve its social and cultural transmission of the purpose of the form of transmission. Network dissemination combines the characteristics of mass media (one-way) and interpersonal (two-way) information dissemination, forming a generally distributed reticular communication structure. In this communication structure, any network node can produce and release information, all network nodes produce and release information can be non-linear