Research On Children's Bestsellers In China In Recent Twenty Years

The children's book market has been growing rapidly since the 21 st century,during which the output value of children's book has maintained double-degit growth for 17 years,which the other kind of books couldn't compare with.Bestsellers are the choices of social groups in a certain period,highlighting the remarkable characteristics of the book market in a certain period.Children's bestsellers are an important part of children's book market.Research on children's bestsellers is helpful to understand the changes of children's reading,discover the rules and enlightenment of children's bestsellers,and provide reference for the publication of children's bestsellers in the future.This paper summarizes the current situation of children's bestsellers published in the past two decades,summarizes its overall characteristics,analyzes the reasons why children's bestsellers listed in the last two decades,and draws inspiration and thinking for children's publishing in the future.And this article is based on the 1999-2017 OpenBook TOP30 children's bestsellers as the research object,all the conclusins come from the perspectives of children's bestsellers,the authors and the houses of the bestsellers on the lists,according to the methods of literature analysis,statistical analysis and induction,combining the “child-oriented view”.The children's bestsellers have the following five characteristics according to the analysis of the TOP30 lists of children's bestsellers in the past 20 years.Children's bestsellers are pubilshed by series.Its cycle is long and stable.Star authors and head publishers dominate the lists and children's bestsellers show media dependence.Children's class best-seller list is mainly affected by the changes of children's book publishing environment,introduces the edition stimulus as well as the changes in the children's reading tendency,in addition,the topic of children's books,the strength of the authors and publishers and marketing scheme,the choice of distribution channels are children's books will be selling plays a great impact.Based on this,this paper proposes that in the future children's book publishing should proceed from the children's standard,enrich the book topic selection and optimize the book content.To strengthen the use of new technology,innovative book form;The publishing house should cultivate and maintain the author team and build the brand image of the author.To advance with The Times,in the marketing operation of children's books to use the IP method of cross-border marketing and cross-border integration;More accurate channel positioning,improve book sales;Make good use of the advantages of big data monitoring and user analysis,to provide better services for readers.