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href="#" class="bds_tqq" data-cmd="sqq" title="分享到QQ好友"></a> <a href="#" class="bds_qzone" data-cmd="qzone" title="分享到QQ空間"></a> </div> <script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{"tag":"share_1","bdSize":32,"bdCustomStyle":"http://ats.taiwan.cn/homepage2021/css/bgBdShare2021.css"}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div> </div> <div id="bdShareBtn"></div> </div>  </div> <div class="contentArea"> <div class=TRS_Editor><p>　　面對當下流行的零售新模式、新業態，有些書商也想跟風，種種花式銷售頻頻出現，“圖書盲盒”的推出即為其一。</p> <p>　　不久前，在某圖書網站的策劃下，通過神秘感來抓住用戶的“圖書盲盒”風靡開來。該網站推出的首批盲盒共有十款主題，每個盲盒中包含兩本書和兩三件文創產品，售價42.3元。產品一經推出，就迎來“爆單”。</p> <p>　　的確有讀者在拆盲盒時發現了自己從未關注過的新閱讀主題或領域。但遺憾的是，拆盲盒的失望多過興奮：魯迅的《徬徨》和某本網路寫手的心靈雞湯被放在同一個盒裏，還有讀者從“如何處理仇人的骨灰”主題中開出一本《認罪悔罪教育》。</p> <p>　　且不說主題是否恰當，被迫收到小眾低質、與日常生活毫無關聯的圖書，未免讓一些讀者大感上當。而圖書包裝上的污漬和灰塵，不能不使讀者感到，商家在借此清庫存、處理滯銷書。</p> <p>　　以“盲盒”為賣點開展圖書行銷的並非一家，各地不少書商也熱衷於此道。有書店經營者表示，“圖書盲盒”一個最大的好處就是由書店來幫讀者選書。一些讀者面對浩瀚圖書往往一頭霧水，他們只要告訴書店自己想讀什麼樣的書，有什麼樣的訴求，書店就可以用專業的眼光來幫其挑選；況且，讀者拆盲盒的過程，也給閱讀帶來一種新奇趣味。</p> <p>　　書店經營者的解釋聽起來似乎有幾分道理，然而細細思量仍不免存疑，“圖書”牽手“盲盒”，真的就合適嗎？</p> <p>　　客觀來講，讀書，是一件極為私人化的事情。不同讀者基於學識、性情、閱歷等方面的差異，對於讀物的嗜好通常千差萬別。就算兩個人表面上有著相同的閱讀訴求，實際上令他們中意的讀物往往天差地別。既如此，書店在缺乏對不同讀者深入細緻了解的情況下，又怎麼能精準把脈，帶給讀者驚喜？哪怕書店經營者素質不低，也未必能對上讀者的胃口。</p> <p>　　書商向讀者“盲”推好書本就不易，更何況有些人樂於“夾帶私貨”，打著所謂低價、驚喜的幌子推銷連他們自己都未必認可的滯銷書，使得購買圖書盲盒淪為一場“冒險”。照此發展下去，“圖書盲盒”只會不斷透支讀者的信任，使本就舉步維艱的書業經營愈益陷入難以為繼的境地。</p> <p>　　竊以為，並非萬物皆可裝入“盲盒”。圖書行銷再艱難，誠實守信的本真不能丟，實心實意為讀者負責的精神要堅守，精益求精努力幫讀者找尋好書的本領需修煉。書店經營者只有定下心來，在讀者與適宜的圖書之間搭建起順暢的橋梁，盡力用銷售方式協助優質圖書獲得更好的市場反饋，方不失為正途，也才可能在不利的境遇中有所作為，拓展出屬於自己的一片天地。</p></div> <div class="editor f14">[責任編輯：李丹]</div> </div>  <div class="page-number"> <script 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