The Sales Strategy Research On Children's Book Of Citickids

The children's book market is still growing by two-digit,indicating the strong demand of children's book market,especially under the circumstances that other book market share is decreasing every year.As children's publisher Hai Fei expressed in the theory of monograph "children's book era",children's publishing is evolving from the previous golden decade into the great times,and 2016 is the "Big Year." With the rapid development of the Internet and the rise of digital publishing,more and more publishing organizations want to enter the children's publishing industry,creating a lot of new children's books brands.Nevertheless,how to marketing these new children's book brands is worth studying due to the fierce competition.In 2015,CITIC Press entered the children's book publishing officially,and founded children's book brand of CITICKIDS.The main varieties of this book brand is children's science books and children's art books.Different from the professional children's press and the developed children's publishing institutions in the channel,resources,influence on the advantages,The book brand was founded less than two years,but the development momentum is very fierce,triggering an active discussion in the industry.This brand has played a self-characteristics of the sale strategy,It brings a new angle of view to the Sale Strategy Research on children's Book Brand.In this paper,to analyze the sale strategy of CITICKIDS deeply,the case analysis,literature research,interdisciplinary theory analysis,interview and other research methods are used.This paper first clarifies the category of children and analyzes the macro-environment of the sale strategy of the new children's book brand in the past five years.Then the paper analyzes the positioning strategy of CITICKIDS by STP theory.Product strategy,pricing strategy,channel strategy and promotion strategy in four aspects of the overall analysis,trying to analyze the CITICKIDS in the marketing strategy of the characteristics.As a representative of the new brand,CITICKIDS has made a lot of innovative initiatives in the marketing,but there are still some problems,such as product strategy,channel strategy,promotion strategy,talent shortage and current difficulties.The problem-solving strategies are put forward in Chapter 5.The CITICKIDS is developing so fast that the sales code reached more than 300 million in 2016.In this paper,through the analysis of sale strategy in the rapid expansion of CITICKIDS,new references for the sale strategy of children's books in China are hopefully provided.