The Research On The Development Strategies Of Domestic Children’s Publishing From The Perspective Of Industrial Chain

Children’s publishing has always been a special market segments in China’s publishing industry. The unique audience makes children’s books has been a concern. Children is the important stage of development of life.Reading is the window to understand the world and the platform of healthy growth for this group. Children’s Books With nearly400million large and clear consumer groups,shoulder the noble and sacred mission of education.As a rapid march in China’s publishing industry, Children’s publishing is growing rapidly.China’s output value of children’s books grew by16.18%,and the Market Mayang proportion was14.9%last year.lt is an important force to pull the book in a rising market.Although the children’s publishing industry in China achieved great development,also showed a good momentum of development, there are some bottlenecks in the development.First of all,the paper reviewed the history of the development of thedomestic children’s publishing industry and summarized the developmentof power and value of the estate. Then it Combed the structural elements of children’s publishing industrychain,Analyzed the problems in the upstream and downstream links and Profit model.From the vertical point of view, there are some problems in the upstream part of Children’s publishing,such as homogenization of topics, the lack of original brand,disorderly competition of author resources.Problems also exist in the downstream part, for example, Marketing is not enough effective, the distribution channels is relatively simple and the Production and marketing relationship is not smooth.From the horizontal point of view, the children’s publishing industry profit model is still relatively simple. Subsidiary of copyright use of children’s books is not sufficient.There is lack of diversification of the development of consciousness.To solve these problems, this paper discusses the three types of development strategies. The first one is the upward extension of industrial chain strategy,. It includes the great importance of author resources, mining the ethnic element of topics, using the resources of other industries and Cooperation with the private book industry. By broadening the topics of sources and enhancing the originality, this strategy will Lay the foundation for value-added development ofchildren’s publishing industry chain. The second is the downward extension of industrial chain strategy.lt will achieve growth in the value of children’s publishing industry by Carrying out a wide range of marketing activities, Opening up a variety of distribution channels, Building good relations of production and marketing,gathering adequate terminalinformation. The third is the horizontal expansion strategy of the children’spublishing. We can jump out of a paper published and establish a stereoscopic ideas. For instance,looking for new profit space by digital technologies,Taking full advantage of the value of the subsidiary rights and developping new value-added services.We should be more comprehensive look at the development of children published.On the one hand, from the publication of intra-industry,it’s the most direct path to promote the health value-added development of the industry by Suiting the remedy to improvements for the upstream and downstream problems.On the other hand,in the entire media industry or even the whole cultural industry point of view, children’s publishing can get out of a broader path. Beyond the traditional publishing, its outward extension means new market opportunities. Children’s publishing has the advantage of the phase grafting and other related industries. Through the graft co-operation from the main market in the expansion to the edge of the market, children’s publishing can find more industry support points. That is the new trend of development of the industry value-added.