选题论证是出版企业最重要的生产决策,它的决策机制直接决定了出版企业图书生产的品种、数量和质量。当其决策存在组织运作偏见时,会引发系列弊端,不利于出版企业的可持续发展。本文运用行业观察和文献研读等方法,从传媒经济学、认知心理学以及大众传播学等角度,对此进行剖析,并提出回归阅读价值的改进建议。 The argument demonstration is the most important production decision of a publishing enterprise, and its decision-making mechanism directly determines the variety, quantity and quality of the production of a book by a publishing enterprise. When there is a bias in the operation of the organization’s decision-making, it will lead to a series of drawbacks that are not conducive to the sustainable development of publishing enterprises. This article uses the methods of industry observation and literature review to analyze this from the aspects of media economics, cognitive psychology and mass media, and puts forward some suggestions for improving the reading value.