Research On Children's Publication Consumer Behavior In China

Compared with the adult oriented publications, children's publications,there is a separation characteristic of consumers and readers. Adult consumers as a bridge that crosses from the publishers and children's readers,actually is the most crucial role in children's publishing market. So, If we want to promote children's reading, open the children's publications market, we should understand the role of consumption structure, consumption psychology and consumption habit and so on. This paper bases on the actual investigation,and according to the full process investigation, statistics and analysis of consumption behavior, in order to have a comprehensive real understanding of the children's market.Different from adult oriented publications, children's publications have a separation between consumer and reader. The consumers,who are often parents or educators, are usually not readers, who are often children. Adult consumers, as bridge between the publishers and child readers,Play A Crucial role in children's publishing market. To perceive into children's publication market, it is important to analyze the composition of the consumers, their consumption psychology, consumption habit, market behavior and so on. Bases on field investigation, statistics and interview, this study probes into the children's publication consumer behavior in China. The investigation draws a conclusion that adults have the final say of the consumption of the children's publications. The economic and educational levels are two key elements to affect the consuming behavior. As far as channel is concerned, the timing and subjects of the consumption are not closely related to the publications themselves. Despite the increasing influence of new media, the consumers of the children's publications are likely to get information from the traditional channels.