近年来,出版界有人往往把畅销书作为出版竞争的制高点,其实畅销书具有两重性,它的畅销因素和效应是很复杂的,把它作为出版竞争目标是不可取的。在畅销书中,的确有大量社会效益和经济效益都好的书,但也混有一些社会效益很坏或一般的书;即便双效益都好的畅销书,也并非全是优质的。作为精神产品的书籍,它的营销畅、滞是受多种因素制约的。所谓畅销书是与非畅销书相比较而言的,本身并无一定的质量和数量标准。若用“畅销书”这一模糊的概念来衡量出版物的质量状况,是 In recent years, some people in the publishing industry often regard the best-selling book as the commanding point of publishing competition. In fact, the best-selling book has the dual nature. Its best-selling factors and effects are very complicated. It is not desirable to regard it as the publishing competition target. Among the best-selling books, there are indeed a lot of books on social and economic benefits, but some are mixed with very poor or average social benefits. Even best-selling bilingual books are not all good. As a product of spiritual products, its marketing is unbalanced and constrained by many factors. The so-called best-selling book is compared with non-best-selling book, there is no certain quality and quantity standards. If we use the vague concept of “bestseller” to measure the quality of a publication, yes