Analyses On Marketing Communications Strategies Of Children's Science Books

As the development of technology,the threshold of the market become lower and lower which brings mass productiongs with low and same quality.At the same time,there are some changes in communication and the main is that the unidirectional mass communication has turned into interactive communication with multiple-channel.As the result of that,comsumers become more initiative which creates the Buyers'Market that the mass communication lead by manufactuer is not fit to it.Under the circumstance of complex book market,which is with large and complicated informations,the manufactuer need make their books be more attractive compared with other similar books and in the meantime integrate multiple communication channels to make a same-voice to increase the communication effect.Children's Book Market is under this tendency.To a certain extent,the prosperity of children's book market shows that parents take education seriously.In the policy allowed to have two children,scientific books for children,which are enlightened reading materials that is essential to children's education,will have extensive market prospect.Hundred Thousand Whys,published by China Children's Press and Publication Group,is a brand of children science books that is representative and with great reference value as the case of this research.41 Principles of Integrated Marketing Communications is the summary of principles used in integrated communications.Therefore,this paper will analyse integrated marketing communication strategies of children's science books from 41 Principles,which are Interests,Interesting,Interaction and Individuality,on the basis of the analysis of present market situation.The principle of interests is the basis of the entire marketing activities and the ultimate goal,and the other three principles must be based on the principle of interest.This is because the principle of interests embodies the essence of marketing activities,all of the marketing communication activities must abide by the principle.But the interests of the study referred here does not only aim at the interests of enterprises,but also the interests of consumers.In the long-term market activities,the interests of enterprises and consumers is a symbiotic win-win relationship,such a symbiotic relationship also requires companies not only taking their own interests into accounts,but also the interests of consumers when conducting marketing activities.To the individuality,everyone has a unique personality that influences their buying behavior.Personality refers to the psychological characteristics of a person,which leads to a relatively constant response to a person's environment.A person's personality can usually be characterized by self-confidence,control desire,autonomy,compliance,communicative competence,conservatism and adaptability and other personality traits to describe.Personality is a useful variable in the analysis of consumer brand choice.Interaction is an important respect of the 41 principles.In the new environment,the former "audience" who gradually awakened,they are no longer passive recipients,but gradually began to take the initiative to sound.And in a huge flow of information,the ability of consumers to distinguish information is also improving.Therefore,companies are required to pay more attention to consumers,understand the needs of consumption.Consumers of this information can be obtained through direct and indirect interaction with consumers.At last,Compared to the traditional media era,marketing requires not only the quality of content,but also interesting and relaxing of the content.From the interesting and relaxed experience,interesting and the media-using,should be exist at the same time.At the same time,the "message explosion" to the audience bring a lot of information on the product,but the complex,the mess of information to the audience bring great burden to consumers.All of them make the principle of interesting becoming more and more important,even be a key fact to a marketing activity.In conclusion,in the era of all media,41 principle is based on the current situation of the summary.Especially in the new era of children and their parents not only need scientific knowledge,but also need to participate in the experience,41 theory is from this point of view,integrating a variety of means,emphasizing the fun,interactive and other consumer marketing communication.This paper is devided into three parts.The first part is the analysis of present market situation of children science books,the second part is the analysis of Integrated Marketing Communication strategies from 41 Principles and the last part is the summary of marketing strategies.For analysing the present market situation,this part will research current situation of children science books and communication channels then make a conclusion about the importance of Integrated Marketing Communication strategies for children's science book marketing communications.This paper sets up four chapters on analysing marketing communication strategies from 41 Principles.In the chapter about Individuality,it takes a key interpretation about the necessary of Individuality for book,Hundred Thousand Whys.Brand is significant for marketing communication as it is the symbol of individuality,hence,there are annlyses about the significant of brand construction for marketing communication.Then beyond that,there are some suggestions about how to establish a brand and realize individuality.In the part of Interaction,this paper analyses the necessary of Interaction and set the book,Hundred Thousand Whys,as the study case to conclude how to improve marketing communication effect by interacting.Interests is special for marketing communication as it is the ultimate goal of it.Thus,in this part,beside the analysis on consumers' demand on intersets through case studies,we will analyse the particularity of Interests.The section about Interesting is the last chapter of this part,which analyses the necessary of Interesting and the possibility for realizing interesting at present,in addition,analyses how to realize interesting by using various communication channels.The last part is the summary of this paper.It makes a conclusion and lists key points about marketing communication strategies.This study explores the marketing strategy of children's science books under the new situation,but there are still a lot of problems in this research,which are limited by the author's limited knowledge level and ability.On the one hand,this study uses case-by-case analysis,but it was not a very long time for the company changing the means of marketing communication,marketing innovation,its success is still unknown.Second,the data used in this study is relatively lacking,in particular,we did not find the relevant large data,which is direction of this research in the future.