A Study On The Brand Management Of Children’ Picture Books In Taiwan

In the publishing industry, the market environment has updated from thestage of product competition and capital competition to brand competition, sothe public recognition for the brand is the important factor of business success.The publishing brand represents that reading materials and service shouldhave outstanding quality and high reputation. Good brands can satisfy readers’demands and bring economic benefit and social benefit. Recently, using thetheory of brand，researchers has carried on the beneficial attempt and exploreto build up the brand books and brand publishing press, but the researchresults more aim at subprojects, such as book brand and author brand, lessaim at the wholly constructional research for publishing brand, and rarely aimat children’s picture book.The paper takes Taiwan children’s picture booksbrand in as a research object, and the research’s purpose is to concludeTaiwan children’s picture books’ business strategy. The paper apples manyresearch methods to discuss Taiwan children’s picture books’ brand operation,such as case analysis, comparative analysis, deductive induction, quantitativeand qualitative. When the publishing industry has developed into a time of theproductization of content and the servitization of product, brand has becomethe key factor to form the publishing industry’s market competitiveness. Takingbrand as the core to build the core competitive power of the publishing industryis the only way. Therefore, to build, strengthen and maintain children’s picturebooks brand are beneficial to improve the publishing industry’s core marketcompetitiveness, to use tangible product competitiveness and intangible brandcompetitiveness, and increase market share so as to create a greater profitspace and improve the enterprise’s good development.The paper attempts to define and interpret Taiwan children’s picture booksbrand’s construction and maintain, the main content includes six chapters. Thefirst chapter summarizes this paper’s research background, research methods and thinking and overseas and domestic research status at present. Thesecond chapter mainly reviews some theories about children’s picture booksbrand. The third chapter analyses Taiwan children’s picture books’ publishingenvironment through three levels which are development history, theopportunity and the challenge it faces. The third, fourth and fifth chapterdiscuss Taiwan children’s picture books brand’s construction and maintain bymeans of three levels: children’s picture books brand’s construction, marketingand extension. The paper applies many theories and analytical tools, such asPublishing Science, Editology, brand management, marketing, sociology andchildren’s literature etc. The paper states the methods and strategies ofchildren’s picture books brand’s construction. The last chapter mainly focuseson conclusion and deficiency about the paper. The paper chooses the typicalTaiwan children’s picture books brand as a case and argument, and did somein-depth interviews, actual interview based on facts so as to deepen children’spicture books brand’s construction and maintain, expand Editing andPublishing’s research areas and make suggestions for children’s picture booksbrand’s management.