市场意识有盲目的、有理性的,我们需要的是理性。盲目的市场意识中为害最烈的是“趋同意识”。趋同是后现代文化商品的特征,却过早地来到了尚不成熟的中国图书市场。“奶酪”好销,都做奶酪;“歌狂”大热,大家来狂。诚然每年的书市能出现数十百种弄潮儿般的畅销书;然而后面却跟 Market awareness is blind, rational, we need is rational. Blind market awareness is the hardest hit “convergence awareness.” Convergence is the characteristic of post-modern cultural goods, but came prematurely to the immature book market in China. “Cheese” good sales, all cheese; “song mad” hot, everyone crazy. It is true that there are dozens of beach-go-go bestsellers every year in book markets;