A Study On Developing Stratagem For Juveniles' Book Publication Of China Basing On SWOT Analysis

Generally speaking, juvenile book is a kind of books which take juvenile as its aimed reader. The publishing of juvenile book directly serves for juvenile well development, and is a divine enterprise for children, for future, for nationality and for the world. As a important part of socialist culture with Chinese Characteristics, juvenile publication matters with publishing industry overall situation, rising of synthetic national power, and the long-term aim of national culture.In china, there is a tradition of paying attention to juvenile book publication. After a long development from 1949 and 1978, juvenile publication presents a flourishing vision, and has become a magnitude country. Now, the subject of juvenile publication is multi-member, and the status becomes changeful. The products of juvenile publication are abundance, having hugeness dimensions, and its structure becomes more rational. The issue of juvenile books is prosperous in both supply and marketing. The trades of copyright operate frequently. All figures that there is sufficient market competition in the industry of juvenile publication. Juvenile publication is an impetus of whole publication industry's persistence development.But we could also find out some insufficiency and disadvantage needing been improved. This article will make use of SWOT analytical method which is widely used in social science area, trying to roundly survey juvenile book publication. Although the development advantage of juvenile publication is driving, its disadvantage is also in evidence. For example, its system and mechanism can't fit the market's deeply evolution, accumulated abuses are many, and its core power of competition is still very weak. On its way to future, there is a embarrassed complexion existed both opportunities and threaten.By the analytical method of SWOT matrix, juvenile book publication should carry out 6 developing stratagem. Publishing thought and reading generalization should take up first. The publication reformation of system and mechanism should be both executed. Product's content and format should been all innovated. The construction of brand and marketing from cover to cover could be operated at the same time. Going-out and fetching in would be carried out steadily. Diversification and modernization might develop in synchronization. In a word, juvenile book publication should bring advantages into play, overcome disadvantage, seize opportunities and shun threaten, so that it could carry out 6 developing stratagem well, and achieve the dream of becoming a great country in juvenile book publication.