网络营销是21世纪营销方式的趋势和主流。对出版企业来讲，充分利用新技术、新手段，整合营销资源，是一个具有现实意义的课题，同时，探索适合出版企业的网络营销模式也是出版企业向现代企业过渡的重要途径之一。本文在对网络营销涵义和特点以及我国出版业网络营销存在问题进行分析的基础上，探索了新营销理论中的长尾理论对出版业网络营销的启示，同时，结合近几年提出的网络营销八大职能理论对出版业网络营销职能及实现形式做了比较具体的分析，并提出了出版业网络营销应具备的环境和条件，最后阐述了网络营销为出版企业带来的机遇和挑战。

Cyber- marketing is the trends of marketing in the 21st century. It is a practical issue to take full advantage of new technologies and new means of integrated marketing resources. Also, the exploration of Cyber-marketing model is an important way to make a transition to a modern enterprise for the publishing enterprises. On the basis of the analysis on the definition and characteristics of Cyber-marketing and the problems exist in China's publishing industry, the paper makes a study of the inspiration of the long tail theory to the publishing industry , the types and the achievements of Cyber-marketing functions, the environment and conditions which the publishing enterprises need to promote Cyber-marketing process and the opportunities and challenges which Cyber-marketing brings to the publishing enterprises.