Study On Community Marketing Strategy Of Children's Publications

In recent years,the publishing industry has developed steadily,and children's publishing,as one of the important parts of the publishing industry,has maintained its growth momentum.At the same time,with the continuous upgrade of media technology and the rapid development of mobile Internet,smart phones,tablets,such as a large number of mobile terminals,big data,short video,virtual reality,etc.New technology in the publishing industry to practice constantly,people in social media use more frequent,online purchase and use change children's publications.In this context,new forms of children's publications marketing channels have emerged,and community marketing has emerged and developed in recent years,becoming one of the marketing channels that children's publishing houses compete to use.As an active part of the publishing market,children's publishing is closely linked with community marketing.As one of the marketing channels for children's publications,community marketing emerged in 2015.After the outbreak in 2016,new changes have taken place in recent years.The "strong effect" of community marketing is no longer obvious.As a publication marketing channel,community marketing forms a competitive and integrated relationship with offline physical stores and e-commerce platform channels,and faces the problem of how to further develop itself.Children's publishing houses are faced with challenges such as increasing market competition,serious product homogenization,and increasing production costs,which require transformation,innovation and development.Therefore,this paper analyzes the community marketing of children's publications from the perspective of journalism and communication and publishing,and studies the strategy of community marketing of children's publications.Starting from the development of community,this study explores the development and types of community marketing of children's publications,analyzes the users of children's publications,and studies the changes brought by community marketing to children's publications.Combined with specific cases and innovation diffusion theory to analyze the community marketing strategy of children's publications,Finally,I settled on how children's publishing houses make use of community marketing to achieve development,create better children's publications and meet the needs of different users,so as to promote the good development of children's publishing industry.