Research On Integrated Marketing Communication Strategy For Children's Books

Since the People's Republic of China was found, the children's books publishing has developed very greatly, the species number of children's books publishing rising from 466 in 1950 to 9583 in 2005. However, on the competing the impressions, the sale quantities and the sales of children's books are being up and down in China in recent years. Furthermore, the gap of children's books publishing with the developed countries is also evident. The main cause is that there is no advanced idea, an integrated strategy, new marketing methods, overall information or an efficient organization in these presses.In order to come out of the current predicament, it is important for the publishers of children's books to build up an integrated marketing communication (IMC) system. They should set up the IMC idea, make sure to integrate the marketing targets, redesign the structure of marketing organization and the whole marketing process by using the theory of IMC. They must take their consumers as the core of the whole marketing activity, and communicate with them mutually. At the moment, the publishers of children's books may implement the IMC strategy by integrating their products, price, outlets and communication strategies. If they establish a long-term and stable relation with their consumers, they will obtain long-term economic and social benefits.