Digital Communication Strategy Of Children's Publications From The Perspective Of “The Gift Of Love Painting Gallery Series”

Nowadays,although traditional paper media has encountered serious impact from new media and children's book market has been continuously gloomy,children's picture book,as a special paper book,is getting increasingly popular due to the focus of nowadays' society on children's education.In recent years,Qingdao Publishing House's four main publication sectors which includes education,science and technology,children and social science,have been developing steadily.The company's children publication sector mainly focuses on four market segments: children's literature,picture book,science popularization and enlightenment for infants.The series of “love gift picture gallery”(hereinafter referred to as “love gift”),targeting on picture book segment,attracted a great number of readers as soon as it was introduced onto the market.The company has hold over one hundred online and offline promotion activities for “love gift” since last year and those activities maintained readers' enthusiasm on this series.Firstly,this paper will take Qingdao Publishing House's children's publications as example and analyze on the communication contents of “love gift” from the perspective of management,readers operation and marketing.Secondly,demonstrate the diversification of the communication channels of “love gift” in specific.Wherein,apply the advantages of the content,brand and channel to present the digital communication strategy of “love gift”.Thirdly,based on the perspective of seeing big things through small ones,analyze the introduction of children's books in other Qingdao Publishing House's main sectors and briefly discuss the development trend of the children's publications in China.Finally,based on “love gift”,the children's brand of Qingdao Publishing House,this paper will put forward suggestions on the digital development of the children's publications from the group development to the marketing mode and then to the reader group.Centering on this shallow-deep chain,this paper will not only consolidates the communication theory of the children's publications but also deepens the further exploration on the organic combination of the children's book market which is on its development stage and the publications and communication.