三农图书出版调查与思考.docVIP

三农图书出版调查与思考 　　摘 要：针对目前“三农”图书市场出现“卖不火”的现象，通过对陕西关中西部 5 县乡（镇）新华书店及农技推广部门、农资销售单位的调查，研究结果表明：（1）“三农”图书种类品种较多，但选题重复也多，潜在销售市场大，实际销售市场较少，销售基本无效益；（2）农民基本依靠购买种子、农用物资时获免费科技资料，掌握初步使用技术；（3）由于关中地区农民人均年收入较低，具有较高文化知识的中青年农民流向城市打工等原因，从事家庭种植业、养殖业的农户基本为文化程度较低的老人和妇女，对每册4-7元的“三农”图书无购买需求。鉴于此，提出对“三农”图书出版国家应给予政策和财政上的支持，政府各部门应协调配合支持解决，出版社在选题上、制作上要贴近“三农”发行、销售上实行互动营销，以解决“三农”图书出版的困境。 　　关键词：“三农”图书；选题策划；营销方式 　　中图分类号：G239.21文献标识码：A 文章编号：1009－9107（2007）06－0186－04 　　 　　Investigation and Thinking on Publication and Sale of Books About Farmers?? 　　Rural Area and Agriculture 　　PAN Xin-she，NAN Hong-mei?? 　　（Editoral Department of Acta Botanica Sinica-Occidentialia Sinica,Northwest AF University,Yangling,Shaanxi 712100，China） 　　 　　Abstract：The Xinhua bookshops, agricultural extension organizations and agricultural productive materials shops located in five counties and towns in the west part of Central Shaanxi were investigated because of the current situation of ‘poor sale’ of the books about farmers,rural area and agriculture or “San Nong”(two Chinese characters meaning farmers, rural area and agriculture).The result of investigation showed that：（1）There are many kinds ofthe books about ‘San Nong’,butmany of them contain repeated topics;These types of books have a big potential market but their sale produces nearly no profit.（2）Farmers use free scientific materials accompanying agricultural productive goods,such as seed and agricultural productive material they buy, to master the useful knowledge of these agricultural productive goods.（3）In central Shaanxi,because the farmers have low annual income and most young and middle-aged farmers with higher education levels go to work in urban area, the farmers who are engaged in family-based animal raising and farming are mainly old people with low education level,so there is no demand to buy the books about ‘San Nong’ although each of which costs only 4-7 Yuan(RMB)on average.It was accordingly proposed that the governments should support the publica