Research On The Marketing Strategy Of Chinese Children’s Books Based On STP Theory

Children’s book market is a dynamic part ofChina’s publishing industry,which attractes many participants, the competition is fierce. Children’s book publishing companies how to develop the right marketing strategies suitable for the enterprise itself and the orderly development of the industry are very important. In this paper, literature research and case studies are used on researching STP theory and children’s book marketing strategy.The first part describes the background and significance of this paper. Our children’s book market has a huge market capacity and growth potential, which prospects. Children’s book market continues to grow in the process, such as the presence of duplicate publication, follow the trend of many issues, such as publishing and content shoddy. Use STP theory to children’s book marketing, has a good guide.Thesecond part analyzes STP theory and children’s book market environment.First the theoretical basis STP theory are introduced, and then the status of the environment and marketing children’s books to analyze market developments, and finally to combine these two aspects, analyzes the relationship between theory and STP marketing of children’s books between.The third part of the paper studies the theory of the three components of STP (market segmentation, target market selection and market segmentation) and combined children’s book market to find a breakthrough marketing strategy.