A Marketing Strategy Of Children’s Books Based On Consumer Perspective

In recent years, the market of children’s book has became one of the fastest segmentin the areas of books. With the development and improvement of China’s socialist marketeconomy, the competition in the field of children’s books has became more increasinglyfierce.Many publishers gradually being pushed into the market, the books in short supplyevolved into the era which was satisfied by diversity books. This requires publishinghouse adapting to the law of development of the market economy.To Implement and carryout modern marketing strategy,to build the core competitiveness, the press will become areal profitable enterprise.Children’s book market is the most dynamic part,the most close to the children, themost potential and most rich period in the whole press industry.It is important for thechildren’s healthy growth. Dolphin Media co., LTD. is the largest company whichplanning, making and distributing children books.In2006.Dolphin media officiallybecame a subsidiary of Hubei Yangtze river publishing media group. Dolphin Mediaprovide chinese family and children with services, product and considerable service.Dolphin Media is one of few publishing joint ventures inChina and makes itself unique inownership, operation, corporate strategy and management measures.In this paper, the author use the Potter five model analysis the situation of China’schildren’s book market, the competitive landscape, the problems in the development, thefuture development trend, combining with consumer stimulus-response model analysisconsumer behavior and psychological characteristics of children’s books to dolphinsmedia, proposed the difference marketing strategy about the products, prices, channels,promotion for Dolphin Media, hoping provide insight and advice for press industry.