The Study Of Children’s Science Book Publishing From 2009 To 2014

Children’s popular science books is the popularization of scientific knowledge to the children books work, has the function of enlightenment, cognition, education to children’s growth knowledge, know the society and nature. In recent years, China’s publishing houses increasingly focus on publishing children’s science books. Strategic importance of children’s science books in the whole children’s publishing structure becomes increasingly evident. And children’s science books have achieved a substantial increase in size and variety through online sales channels.Surveying China’s current status of children’s science book publishing, imported books market is very hot, which expands the size of children’s science books market, and also provides a useful reference for original creation and publishing of our children’s science books, making the vision, ideas and operational methods of our publishers more international. On the other hand, the whole original children’s science book market performs dully, because of lacking brand power, weak innovation ability, and shortage of author resources. Therefore, original children’s science book publishing is doomed to strike a difficult and long path of exploration.This thesis combines statistical data of online sales and bookstore sales of Openbook National Book Retail Market Observation System from 2009 to 2014, focuses analysis on the characteristics of children’s science books publishing, and on the basis of this, compares the foreign rights children’s science books and original children’s science books, and leads to systematic and comprehensive thinking and offering reasonable recommendations.This thesis is divided into four parts:Firstly, give an overview of the current situation of children’s popular science books published in China. Main body of children scale of popular science books published, competition situation, variety structure, summary and analysis market trend.Secondly, the characteristics and problems of foreign rights children’s science books. The publishing of foreign rights children’s science books focuses on brand building, development of series or set of books, and cares about age subdivision of readers and their individual needs. But lots of problems aslo exists, such as variety imbalance, repeated introduction, following the trend blindly and culture difference.Thirdly, the characteristics and problems of original children’s science books. The growth of total fixed price of original children’s science books largely depends on revised editions and reprint of books, and is restricted by problems such as unitary structure and form, lacking of creativity and lacking of quality of author resources.Lastly, suggestions and counter measures. For different issues between foreign rights children’s science books and original children’s science books, this thesis tries to give rationalization advice. In the new context of today’s network marketing upsurge, publishing industry needs innovative marketing tools. It should be active in both introducing books and promoting original books, achieve market-orientation strategy, and integrate into the world’s publishing industry simultaneously.