A Research On The Marketing Of Children's Picture Books In China

With the opening of the country's second child policy and the active advocacy of the national reading,the number of newborns in China is increasing,and parents are paying more and more attention to the early education of children,especially in the early reading.Correspondingly,the demand for children's book publishing market is increasing.Children's literature,cartoons or cartoons or picture books and children's science popularization are the three major matrices of children's book publishing market.According to statistics,picture book books have developed particularly rapidly in recent years compared with the other two categories.This is inseparable from the country's vigorous promotion of picture book reading.At present,children's picture books have become the primary choice of parent-child reading in many families,and also an important category of recommended books in many kindergartens and primary schools.China's children's picture book market is the earliest developed from the introduction of a large number of foreign classic picture books.Since the introduction of picture books in the picture book market in China has occupied the vast majority of the market share.Because of the early development of picture books abroad,there are many classic picture books that have good sales performance and readers' reputation in the international children's book market.Therefore,most of China's publishing houses take the introduction of picture books as the focus of publishing and marketing,in order to quickly enter the picture book market to obtain market profits,which leads to the relatively few types and numbers of original picture books,and then the development of original picture books is slow,and the introduction of picture book copyright competition is fierce.From the development of the whole picture book market in China,the picture book publishing is still hot under the test of the market for more than ten years,and the reader's recognition of the picture book is gradually strengthened.Since 2016,the first "Chinese Picture Book Festival" has been launched by the great V store United Publishing House,and more and more mothers have joined the reading activities of the picture books,causing the upsurge of parents and children's reading.In this situation,publishing houses have intensified the publication of picture books,hoping to seize more market share.Although there are more and more types of picture books,there are relatively few fine works and serious piracy.In the fierce competition environment,only a few publishing houses have received considerable market returns,and the profit of the picture books in most publishing houses is far from expected,and even the picture book is seriously unsalable.To a large extent,this is related to different marketing strategies of publishing houses.In view of this,the purpose of this study is to explore the marketing strategy of Chinese children's picture books in order to promote the healthy development of the picture book market from the point of view of the publishing house.Through the research method of literature research,case study,interdisciplinary cross research,quantitative and qualitative analysis,this study takes the list TOP100 of children's picture books in 2013 to 2017 as the research object,using the related marketing theories,from product structure,price and discount,sales channel and promotion method four.From one point of view,this paper analyzes the marketing status of children's picture books in China,summarizes and sums up the problems in the marketing of children's picture books.It has been found that the market of children's picture books in China has a single product structure,low quality,unreasonable price formulation,lack of systematic management of sales channels,and old-fashioned ways of popularization and so on.Then,taking the best-selling book "different Carmela" as a reference,this paper analyzes its best selling factors and brand marketing strategies,and then puts forward some suggestions to optimize the marketing strategy of children's picture books in China.On the product strategy,the publishing house should optimize the design of the topic based on the market demand,pay attention to the artistic value of the content,carefully cultivate the new picture book brand and train the author of the new picture book.As for the price strategy,we should take into consideration the factors that affect the price of picture books,offer the price that the public is willing to accept,and strictly resist the cheap pirated picture books.With regard to channel strategy,we should integrate online channel construction,strengthen cooperation between offline channels,and expand new marketing channels to achieve accurate and fast delivery.On the promotion strategy,we should keep pace with the times,see and draw on the new marketing methods,combine the characteristics of books and books,and make a wide and targeted promotion plan.The children's picture book is a special form of book.It is a story book rich in art,supplemented by pictures.The vivid and interesting pictures and simple words have a strong appeal to children.In real life,considering that the purchasing group of picture book is mainly parents,parents and children have different reading preferences to picture book books.Therefore,this study also combines the related theories of children psychology to analyze the different needs between the two,and proposes to standardize the age classification system for the readers of the children's picture books and design a picture book reading scheme.Readers can choose books and purchase books,and provide some references for publishing companies to develop reader centered marketing strategies.