Research On Children’s Book Marketing Strategy

In recent years, publishing children’s books in terms of number of species, the numberof sheets or pricing has emerged as the total amount of yearly growth momentum ofdevelopment, the paper books threatened era of digital publishing, publishers of thechildren’s books as straw, moving into children’s publishing. However, due to lack of propermarketing concepts publishing, marketing means a single, serious follow the trend of thephenomenon and channel market imperfections and other issues, the number of children’sbook publishing and marketing most of the imbalance, there is also the problem of relativesurplus publication. Children’s Book Marketing existing reality does not have one solution,only the right to use a variety of marketing tools or strategies, marketing efforts in order torestore to the normal track.This paper analyzes the marketing environment, from the macro environment to themicro-environment, then analyze the behavior of children’s book buyers, summed up theunique children’s book marketing law, from the perspective of publishers, using the basictheoretical model of marketing "4P" theory, from product strategy, channel, promotion, priceanalysis of four children’s books of the marketing strategy. Product strategy is the formationof differentiation, personalization features of the product, small children’s publishingstaggered competitive field, at a lower cost product development, looking blue ocean, DasheMingshe taken in line with their own conditions branded product strategy, build the children’spublishing industry chain. Channel strategy which aims at maintaining the existing channels,and constantly develop new channels, the way to win a share of publishing online bookstoreshelves rates and page resources in the physical bookstore. Promotional strategies thatreaders’ interest and inspire readers desire to purchase marketing activities for children livelyfeatures, event marketing than advertising in the media that arouse their interest. Pricestrategic decision to enter the market after the book product positioning and tone, the currentreality of the situation, children’s book price is not too high.With the deepening of reform publishers, increasingly fierce competition in the book market, publishers can provide readers with valuable goods and services based on thedecision of whether publishers. To ensure that goods and services should be valuable tounderstand the different needs of readers to grasp the development trend of the book market.Marketing is a creative practice work, at present, no one can offer publishers acomprehensive scientific and rational standardized model, children’s books marketing modelhas yet to be seriously sum up and explore. Publishers should combine their resources anddevelopment objectives, flexible and creative marketing to work.