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This article analyses some factors that restrict the salability of science popularization book and advances an aspiring resolution, i.e. designing for market and guiding the people's reading habit.

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本文分析了几个与国民阅读习惯有关的、制约科普读物畅销/常销的因素，提出了策划市场、引导读者阅读习惯的解决办法。

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郑华秀，上海世纪出版股份有限公司科技教育出版社中级编辑；Email：smilingzhx@126.com

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郑华秀，上海世纪出版股份有限公司科技教育出版社中级编辑；Email：smilingzhx@126.com

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