| In recent years,children's books have become the fastest-growing,most dynamic segmentation in the children's publishing business.And It has also become a crucial force to boost the market.Children's bestsellers,as an important sector of children's books,have played a significant role of the matter.Since the turn of this century,it is because of the children's bestsellers that the children's book market in our country has entered in the "golden decade".Children's books become more and more popular and keep a strong developing trend——original and introduction,popular and classic.Children's bestsellers show the characteristics of certain market rules in more than 10 years of market development:Children's literature has become the mainstream in the children's best sellers.Book series and brand book becomes more and more popular.Trying to remain children's bestsellers to be classics has been the new trend.Hongying's Trouble Ma xiaotiao Series,which represent the children's bestsellers,have launched 22 books and sold out more than 3000 copies.The market longevity that they show has not only lit the enthusiasm of original creativity of children's literature,but also set an example to the whole industry.This paper used the methods of literature analysis,data analysis and case study.It's a case study based on "Ma xiaotiao series" written by Yang hongying.Using the theory of communication,respectively from the disseminator,object,content and mode of transmission of the four aspects,the author analyzes the reasons of its best-selling for a long time.On this basis,the author has borrowed from the marketing of the product life cycle theory,forther discussion to extend children's bestseller the life cycle of product strategy,marketing strategy and marketing strategy.This thesis is divided into four parts.In the first part,the author of the research background,present situation,significance and research methods and ideas,the innovation of the research point of this several aspects has carried on the statement,and the "children's bestseller" the core concept of "best-selling life cycle" as defined.The second part,the author of children's best-selling publishing general situation,characteristics and life cycle theory made a statement.The third part,in order to Yang hongying children's book "a lot of trouble Ma xiaotiao series" as a case,its popular and books can be popular for a long time picture description,by using relevant theories of communication,the best-selling reason,respectively from the press,author,text,reader,publicity and marketing,it made a deep analysis from several aspects.The fourth part,according to the case of the above analysis,combined with the marketing of the product life cycle theory,put forward the children's best-selling product life cycle from the seller to the books can be popular for a long time maturity extension countermeasures:1.product strategy:from "seller" to "to be popular for a long time","content is king" is still an irrefutable truth;To create brand products,pay attention to the strength of the brand,especially the original brand,brand awareness throughout,particularly in the early planning stages.2.Market strategy:best-seller once formed their own brand,to become the brand books,is likely to be on the way to book derivatives development extends continuously,form a pattern of industrialization.3.In the media era,everything is of rapid development,children's bestseller as a mirror of The Times development,the power of marketing is crucial,throughout,become one of the children's best-selling towards books can be popular for a long time protection." Children's books that can be popular for a long time " do not only bring the increase of book sales,it is like a primitive trigger point,use of brand image,extend continuously,to realize cross-media,cross-industry business,only in this way,the value of the juvenile publication is likely to be maximized. |
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