Research On The Marketing Strategy Of "Reading Xiaoku" Children's Books

Different from other books market downturn,the market share has been declining year by year.The children's publishing market is in the process of rapid development due to its broad development prospects and good development trend.Children's publisher Haifei believes that children's publishing has entered a big era.With the rapid expansion of the Internet and digital publishing,children's publishing has become the hottest area in the publishing industry.A large number of publishing organizations have flooded in and created related emerging children's book brands.However,faced with such fierce competition,how these new children's book brands conduct book marketing,how to operate and grow,is worthy of our careful study.In 2016,"DUKU" officially entered the field of children's book publishing with its newly created children's book brand "DUXIAOKU".Although it is not possible to establish a shorter time in terms of channels,resources,influence,etc.compared with professional children's publishing organizations,it has a place in the field of children's publishing with its own unique self-positioning and business activities,and its development momentum is good.The industry has a high popularity and influence."DUXIAOKU",has embarked on a unique style of characteristic marketing,injecting blood for the children's book publishing field,and providing a new perspective for studying children's book marketing strategies.This paper uses the methods of case analysis,literature analysis,and interdisciplinary cross-disciplinary research to explore the marketing strategy of"DUXIAOKU".In the article,we first define the related concepts of children's books,and analyze the current status of children's book publishing market.Based on the background of children's book market,we further develop the marketing strategy of"DUXIAOKU”with STP theory and 4P theory.Analyze and summarize.From the aspects of positioning strategy,product strategy,pricing strategy,channel strategy and promotion strategy,this paper deeply explores the business strategy of "DUXIAOKU",and thinks about the existing problems,and provides corresponding solutions.