图书团购作为区别于传统销售渠道的一种新的营销模式,在我国正孕育着巨大的市场潜力。面对当前我国图书零售市场的艰难处境,业内人士急于寻求突围之路,团购书的营销模式可否成为颓势书业新的增长点,值得关注。图书的团购直销是战略,也是战术;是方法,也是工具。图书团购业务的成功运作对出版单位的业绩提升有着立竿见影的效果。 Book buy as a new marketing model different from the traditional sales channels in China is pregnant with huge market potential. Faced with the current difficult situation of China’s book retail market, people in the industry are eager to find a way out of the way, and whether the marketing model of book buying can become a new growth point for the weak book industry is worth attention. Book buy direct marketing strategy, but also tactics; is the method, but also tools. The successful operation of the book buy business has an immediate effect on the performance improvement of publishing units.