Study On The Status Quo And Development Strategies Of Chinese Origina Children’s Picture Books’ Publishing

Since children’s picture books was introduced into China aroud2004, they has formed a certain market after nearly a decade of development, which are the highest frequency of contact books in the early childhood reading, and play an important role in the imagination of children and reading habits. At first, publishing companies basically introduced foreign outstanding picture books. Well, how are the China’s original children’s picture books in the past five years on the basic of the experience of introduction?Whether in varieties or attractiveness of content, Chinese original children’s picture books have made great progress. In addition to the pioneer of the original picture books, in recent years, there are a group of rookies, such as Xinjiang teenagers Press, Beijing Normal University Press, Hubei Children’s Publishing House and other five publishers. Still, from the overall strength, the original picture books still can not rival with the introduced picture books. From the publisher’s point of view, inspecting the original picture books according to the book’s main publishing process, they have obvious characteristics on the topic choice, the author choice, the pricing and finisher. On the topic choice, the original picture books tend to choose themes like traditional culture heritage, education, learning and other utilitarian strong theme. But themes on cultivation of deeper ability and emotion are not much. On the author’s choice, there is a new features that publishers have more attention on the old writers. They usually selecte writers whose age are in1950’s,1960’s and1970’s. And the author who not only write but also draw is so lack. On finisher and pricing, due to large risks, the finisher is mostly paperback and the price is cheap.After depict the publishing status quo of Chinese original children’s picture books, the problems in publishing process are also clearly surfaced. From a macro perspective, there are such problems as the age level is general, market positioning is unknown; high-quality author resources is lack; Even if there are some excellent products on the market, good marketing is not enough. From the microscopic point of view, by contrast, pros and cons immediately apparent. Comparing Chinese original products with excellent product introductions on same themes, the gap of the original can be showed in the specific graphic level. The causes of these problems are closely related to the objective or subjective factors such as China’s traditional mode of thinking and educational psychology, the publishing system, profit-oriented publishers and consumer awareness of of picture books.Drawing on theories such as developmental psychology, there are some proposals the original children’s picture books should take in developing:on the basis of establishing child-based ideology, the publisher should improve their market awareness and competitiveness, and properly divide the age-level of the object of picture books for children from a market perspective,which is good to carry out the theme selection and settings and makes the product more suitable to chinese children; actively explore the resources, patiently train a number of authors that are goog at both text and graphics and form a stable creative force; vigorously promote the features and functions of picture books, which help parents have a correct understanding to the true role and the use of picture books, leadling to cultivate a more mature picture books market.