The Research On Brand Building And Integrated Communication Of Children’s Literature Books

Under the circumstance of book market descending, children’s books which riserapidly attract large number of presses’ attention. So many presses which are notchildren professional presses try to step into children’s books publishing, in order tofind any new commercial opportunity. For a while, children’s book, especiallychildren’s literature books occupying the largest market share, doing well andwarming steadily in book market. However, problem arises. The year varieties ofchildren’s literature books increase rapidly and the follow suit of topic-selection andfocusing on the same theme and low output in writing, which give rise to the disorderstate in book market. The competition between presses has transferred into thecompetition between book brands instead of the competition in content and layoutand price. With the era of Omni media comes, presses which are transformation andupgrading are exploring the universal pattern of brand building to realize sustainabledevelopment. This paper takes A Hundred Books of the Chinese Children LiteraryClassics in the20thCentury which is a comprehensive publishing project of Chineseoriginal children’s literature works as research object. We try to find out a pattern ofbrand building and brand spreading that are fit of Chinese children’s literature booksto find the rule, hoping to provide brand building in children’s literature books forreference.Chapter one in paper is introduction, which states the study background andsignificance, and summarizes the research state in domestic and overseas. Researchobjective、content and problem aiming to solve are put forward to. A brief summaryof A Hundred Books of the Chinese Children Literary Classics in the20thCentury ispresented in chapter two, and analyzing its brand influence in works/authors/editorsand society influence respect to point out that A Hundred Books of the ChineseChildren Literary Classics in the20thCentury is brand reengineering to gatherChinese children literary classics. In chapter three, we take pivotal role of press asentry point to analyze research object’s building pattern from topic selection, workacquisition, editing to publishing. We find the pattern is from brand idea to operation mode scheme to brand image to brand recognition system to high quality publishing.Value chain theory is used to explain the brand’s additional value and development.Integrated marketing communication (IMC) in marketing is introduced into chapterfour to discuss the communication strategy of A Hundred Books of the ChineseChildren Literary Classics in the20thCentury, which point out that the new pattern inthe era of Omni media. Chapter five is the last one. We point out the problem exists inbrand building and integrated communication of A Hundred Books of the ChineseChildren Literary Classics in the20thCentury, and provide with a lot of solution, inorder to supply some enlightenments to book industry.