The Research On Problems And Countermeasures Of Publishing Children Books In China

Market of publishing children books, as an important component of the whole market of publishing books, has become the fastest growing field in segment market of publishing books in recent years. The competitions in publishing children books are becoming fiercer and fiercer. The publishing industry of children books has made remarkable progress in various aspects, such as the scale of publication, the quality of books, copyright business, and so on. Currently, with more than 300 million children book readers, from the longitudinally self-development perspective, China is a rising and developing country of publishing children books, and has a huge market demand for children books.Although publishing of children books has got a rapid development in the fierce competition, many disturbing problems exist. Influenced by the culture of consumerism, publishing children books is emerging the characteristics of consumerism, and the cultural ecology in the childhood is seriously damaged. The reading purpose, reading habit and selective mode of children book readers have already changed. The problems existing in publishing children books also have the negative reflection on the culture of consumerism. Therefore, publishing children books should guide rationally on consuming the books combined with the spending habits of children book readers.The problems arising in the development of publishing children books in specific are like these: the imbalance publishing status, the poor quality, the keep-rising price, the inadequate distribution channels, the sluggish market of books in rural areas and weak output growth and so on. These issues have inter-relationships and interactions.Children are our growing nation and they determine the future of our nation's spiritual realm. Children books are the Spiritual nourishment for children's healthy growth. Thus, in drawing on the existing research of children books, this paper attempts to use method of quantitative analysis, method of qualitative analysis and case study method, through the data after collection and collation, the actual observation, and combined with specific case studies, to point out the existing problems of publishing children books, and to explore its solutions as well.To develop publishing children books, publishing houses not only need create good products, adopt flexible pricing strategy, establish a good distribution channel for books, and use effective means of advertising and promotions, etc. And most importantly, we should also create a good reading environment for children. It also requires the strong support on publishing children books from our government. We sincerely hope that our government departments, publishers, children book vendors and even the social organizations outside the publishing industry will take some action for the more healthy and rapid development of publishing children books.