A Preliminary Study On Children's Books Publishing Brand Construction Of Qingdao Publishing House

The publishing of children's books plays an important role in the publishing industry.According to the statistical data from January to November,2016 made by Open Book,the proportion of the total fixed price of children's books is 23.15%,which occupies the first position in the segment market.In addition,this is the fastest growing segment of the market with the year-on-year growth of more than 25%.The rapid growth of children's books attracts large number of publishers' attention;many publishers try to step into children's books publishing in order to find any new commercial opportunity.We have an urgent need for speeding up the construction of children's book publishing brand considering these concentrated topic plannings,disorderly competition in the market and profound changes in the publishing environment.Qingdao Publishing House,founded in 1987,sets children's books as one of the most important plates and try to explore how to build the brand of children's book publishing.This paper takes children's books publishing brand of Qingdao Publishing House as the research topic.Firstly,the article describes the meaning of the children's books publishing brand and the development course of the brand in China.The necessity of constructing the brand of children's books in china is also discussed.Then,the article analyses the efforts made by Qingdao Publishing House by combing the preliminary results of the construction of brand.In this process,parts to be improved are the focus of the analysis.Based on the successful experience of the well-known publishing houses such as the 21 st Century Publishing House and Jieli Publishing House,the article proposes the promotion strategy for Qingdao Publishing Housein the field of brand building of the Children's books publishing.The publishing of Children's books is one of the comprehensive business plates in Qingdao Publishing House.By exploring the construction of the brand,a universal law can be summed up for the other plates and other similar publishing enterprises,which can provide new ideas for the benign and orderly competition of children's books market.