The Design And Analysis Of Product Chain Of Children's Branch Of Tsinghua University Press

Under the background of the Media Convergence, based on the present situation of the children 's publication which developing increasingly and fast in the book market nowadays, This thesis is going to take the Tsinghua University Press Children's Branch as the main research object. On the basis of Experience Economy, Communication and Brand Theory and so on, using the Literature Research, Field Survey, Interview and Comparative Analysis, this thesis is going to define the concept and characteristics of the Integrated Media and the publishing chain, and analyze market strategic status and the existing product line of Tsinghua Children's Branch on the basis of its present products. Based on the present situation of domestic and foreign market and also the SWOT analysis of Tsinghua children's Branch, combining the analysis of a large number of real press cases, the thesis is going to explore the route choice entering the book market of Tsinghua Children's Branch, which will provide the basis for its design of product chain, to tease out the design thinking of the product chain built on market demand, the advantageous resources and digital content platform, combining the actual characteristics and market demand of Tsinghua Children's Branch, Finally, this thesis will sum up two product chain modes of Tsinghua Children's Branch, one is the unitary product chain, which is based on market demand, integrated with "digital platform", " service+" strategy, The another one is the compound product chain, centered with high-quality products inspected by the market, depending on the copyright horizontally and brand vertically.