The Application And Prospect Analysis Of MPR Technique In Children’s Publishing Of China

In the internet era, digital publications have become quite prevailing along with the development of digital technology and driven by market demand. Nonetheless, traditional paper publications still maintain their unique advantages and will continue to occupy an important position for a long time in the publication market, especially the market for children’s publications.Under this trend, MPR (Multimedia Print Reader) technology provides a new idea for maintaining and giving play to the vitality of paper publications. By embedding MPR codes onto printed readings, MPR technology integrates paper publications and digital publications and presents the corresponding multimedia files of paper publications through the MPR Reader, thus forming multimedia print publications. Due to the inherent characteristics of MPR technology, MPR publications can incorporate texts, images, sounds, videos and multimedia files all together, which both conforms to the cognitive characteristics of children and satisfies the demand in the market for children’s publications. This technology is therefore of exceptional advantages in publishing children’s books.Children’s publishing market in China has a great potential and a broad prospect. Against the extensive development of digital publishing, the children’s publishing industry urgently needs upgrading and transforming, and the MPR technology is therefore to bring technical support for the growing trend of children’s publishing market. It uses advanced digital publishing, network publishing and printing technologies to improve more or less the form, production, sale, communication and reading mode of publications. Besides, it integrates paper publications and digital multimedia publishing technologies based on traditional printing and publishing, which is helpful for the children’s publishing industry to give play to the publishing advantages of paper media and, at the same time, to introduce modernized digital production technologies to produce more consistently with market demand, take the initiative to create new market demand for children’s publishing, improve economic performance and thus realize its own modernized transformation.Firstly, this paper uses literature survey, case study, statistical analysis, comparative analysis, etc. to summarize the application situation of MPR technology in the children’s publishing in China. Secondly, from the perspective of cluster project construction, it analyzes the specific cases in which children’s publishing enterprises use MPR technology for product transformation. Thirdly, with a view to putting forward feasible constructive suggestions on further promoting and applying MPR technology in children’s publishing, it makes a brief analysis of the development prospect of such technology in children’s publishing. The Introduction mainly introduces the research background of this paper and briefly sets forth the purpose, contents and methods of the research as well as the existing literatures in relevant fields. The main body of this paper firstly briefs on the relevant concept and development of MPR technology, compares it with other similar technologies and states the application advantages of the technology in children’s publishing. Then, it proceeds from the perspective of cluster project system construction to discuss how MPR technology is applied in the field of children’s publishing in China, takes three different types of publishing enterprises as examples to summarize the characteristics of MPR technology application in children’s publishing in China, and analyzes the defects of existing products. The Conclusions looks into the application prospect and development tendency of MPR technology in children’s publishing in China and proposes feasible development strategies based on the practical application of MPR technology in the children’s publishing industry in China.