| In recent years,with the development of modern science and technology,more and more enterprises have started to use Internet marketing has made brilliant achievements,and succeed. Children's publishing industry in China is also under the spring tide of the Internet, to the new marketing pattern transformation, different from the traditional marketing mode, a new marketing model is no longer just focuses on products,customers,etc.,more important is a kind of thinking in the Internet,the new marketing concept and strategy, in the face of this change and challenge, clarify the status quo and problems of children's books marketing planning at the present stage in China, this paper from its characteristics, means of marketing planning, channel, defect are analyzed,and several aspects, such as trying to find a conform to The Times characteristics,consumer demand, the user habits and customs of the new children's book the road of marketing planning.Paper discusses from the following five parts: the first part is introduction, mainly introduced in this paper, the research background, research content and the basic framework and research methods and innovation points of this article. The second part of this article research is for "children's book" and "marketing" theory are summarized and the definition, analysis, industry experts home and abroad research achievements and present situation of related fields. The third part mainly from children's books marketing situation and related problems are analyzed in this paper. The fourth part mainly to children's books marketing planning in our country put forward the improvement and optimization methods. The fifth part is mainly based on the Yangtze river children press co., LTD. "dongpo lecture hall" project as an example to do a new type of marketing planning scheme are in accordance with the time feature. Last part is on the basis of the five parts before, in this paper conducted a research summary and outlook. |
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