Research And Application Of New Media Marketing Strategy In Children's Book Market

With the rapid development of social economy and echnology,new media has infiltrated into our daily lives unconsciously which has cause some changes in people's consumer psychology,and spending habits.Under the new media environment,the traditional marketing strategy of the children's book market is increasingly difficult to stimulate readers' consumption which requires publishers to change their thinking.At the same time,more and more companies are participating in the children's book market competition.The viewpoint of the publishing house needs to change from"seller-centered" to "user-centered" and find new media marketing strategies suitable for the children's book market.But at present,most publishers stay on the use of a few new media platforms.Therefore,this article puts forward that children's book market should combine their own characteristics with the advantages of new media marketing to find a new media marketing strategy which is suitable for children's book market.At first,this article analyzes and summarizes the characteristics of the children's book market,the current difficulties faced by children's book marketing,and the advantages of new media marketing.Then according to the characteristics of the children's book market,such as buyers and users are separated,consumers are greatly influenced by public praise and continuous consumer demand is obvious,the author proposed the PRIC new media marketing strategy for children's book market.P(Precision)in the PRIC new media marketing strategy refers to precision marketing,R(Relation)refers to social marketing,I(Interaction)refers to interactive marketing and C(Continue)stands for continuous mining of user value.At last,we selected FLTRP children's books to use PRIC new media marketing strategy which achieved some results.The PRIC new marketing strategy is based on the existing marketing theories which combines the characteristics of the children's book market with the advantages of new media marketing.To a certain extent,it can solve the marketing dilemma currently facing the children's book market.It proposed the mining of the potential demand for continuous purchasing of users as while.PRIC new media marketing strategy can provide reference value and practical significance for the study of new media marketing strategies for children's book market to a certain extent.