Study On The Localization Of Introduced Children Science Book In China

The introduction of children science book (CSB) plays an important role in the CSB market in China. In order to confirm to the specification of Chinese books publication and satisfy the children, CSB should finish the localization process after introducing into the local book market. In addition, the introduction of CSB is one of the products in the international book market, which is also suitable for the basic theory of marketing localization. Based on the above considerations, the author conducted a systematic study of localization process of CSB in our country. In this work, the localized theory and method of marketing are used. Four themes, means of production,staff, marketing strategy, i.e. brand name and are focused and discussed in this study.During the localization process of the introduced CSB, means of production and technology should be improved to some extentand.And pointed out the translator and editors’ matter during the introducing CSB localization process. Based on the "4P" theory, the author made a detailed analysis of 4P of Marketing. The main problems are summarized in the following:i) Production. There exist some problems in publisher, which included blind choice, the lack of literature and politics, and the improper book form style.ii) Price. There exist a contradiction between cost, book’s price and publisher’s profit.ⅲ) Promotion. Publisher has shown a defect in decide on the local promotion plan, sale point, and innovation effect.ⅳ) Place. Based on the channel management and integration, the author analyzed the problems. The issues of title length, abnormal translations, and the lack of personality exist in its brand name.Focusing on the problem described above, this work gives an example of the Phoenix Science Press and its publication "Aha!" introduced form Korea. In details, it shows a clear view of the problem and sufficient during the publication practice. Taking the fact into the consideration, the author also proposed some solutions to provide reference for improving the CSB localization. Section (ⅰ), for the means of production, they should avoid using the coated paper and make an appropriate change the original packaging to reduce cost. For instance, printing technology and typographic skills suiting to our country can be considered. Section (ⅱ), during the personnel localization, interpreter should raise the literary quality, comprehensive science knowledge, and translation experience on the children’s books. For the editors, they should practice the scientific literacy, raise the literary quality and writing ability. Moreover, they should understand features of the foreign and make a comprehensive study of Chinese children characteristic. Section (ⅲ),during the marketing scheming, taking the "4P" theory and the product into consideration, the theme choice should be focused on the market, which is not only prior but superior to the market. In order to meet the requirements to the reader, it must avoid the plagiarism. Using methods of editing, processing, rewriting, and recreating, the literature and politics issues can be resolved.While book style should be maintained the intrinsic style and used the common version of China. The version suited to Chinese children should be chose in priority. For the sales promotion, more efforts can be carried out by highlighting the selling point, sharing with the book information, and improving network construction. For the book forms and styles, the design of format and cover page should be considered. Beyond that, for the price, in order to resolve the conflict between the cost, price, and profit, the publisher should prepare well in market survey, controlling the cost, and risk evaluation when pricing the book. For the channel, paying attention to the reconstruction and management can improve the efficiency of channel.Section (iv),the brand name should be followed by four principles, i.e.close to, catching the topic, conform to the market, readers, and the Chinese culture.In brief, publisher should manage the frame work and set about the details. Combining with microscopic and macroscopic items, the introduced CSB can be provided with a healthy market environment in our country.