流量经济下图书营销低价策略问题及治理研究  

Research on the Problem and Governance of Low Price Strategy in Book Marketing Under the Flow Economy

作　　者：许倩文 李治堂 XU Qianwen;LI Zhitang(School of Economics and Management,Beijing Institute of Graphic Communication,Beijing 102600,China)

机构地区：[1]北京印刷学院经济管理学院,北京102600

出　　处：《北京印刷学院学报》2025年第1期41-47,共7页Journal of Beijing Institute of Graphic Communication

摘　　要：数字经济时代,电商和新媒体营销的兴起使得流量成为推动经济发展的重要因素,图书市场也借助流量的力量实现了规模的扩张。然而,为了吸引流量采取过度低价营销策略,导致图书市场定价秩序受到冲击。本文分析了图书低价策略的现状、成因及其不利影响,并提出了治理思路:建议立法规范图书定价,强化行业协调作用,提升出版机构自主营销能力,并通过舆论监督提高消费者对图书价值的认识,以促进图书市场的健康发展。In the era of digital economy,the rise of e-commerce and new media marketing has made traffic an important factor driving economic development,and the book market has also achieved scale expansion with the help of traffic.However,adopting excessively low price marketing strategies to attract traffic has led to a disruption in the pricing order of the book market.This article analyzes the current situation,causes,and adverse effects of low price strategies for books,and proposes governance ideas:proposing legislation to regulate book pricing,strengthening industry coordination,enhancing the independent marketing capabilities of publishing institutions,and improving consumers'awareness of book value through public opinion supervision to promote the healthy development of the book market.

关 键 词：流量经济 图书定价 线上营销 价格竞争 

分 类 号：G239[文化科学] F250[经济管理—国民经济]