Research On Marketing Strategy Of Children's Books In Tomorrow Publishing House

Since the 21 st century,Children's book publishing progresses rapidly and market share is getting higher and higher.At the same time,more and more publishing houses have entered the children's book market,developed many new book brands,and tried to share in the children's book market.Traditional professional children's publishing houses are facing severe competition pressure.Under such a social background,it is very important to study the book marketing activities of professional children's publishing houses,explore the marketing strategies adopted in their operation process,summarize the main points of their marketing strategies,and constantly improve them,so as to achieve considerable development in the fiercely competitive book market.Tomorrow Publishing House as a local professional children's publishing house,after 35 years of development,book quality,product size,market share,comprehensive competitiveness and other outstanding performance,become the industry leader.In business activities,tomorrow's publishing house always adheres to the high quality,high style and high grade of books,forming its own set of marketing ideas.This paper takes the children's books of Tomorrow Publishing House as the research object.From the perspective of editing and publishing,marketing and other interdisciplinary disciplines,it explores its marketing activities through literature research,case study and questionnaire survey.On the basis of abundant related theories and abundant literature,this paper comprehensively analyses the market positioning policies and marketing mix methods of children's books of tomorrow's publishing house.Afterwards,it points out the shortcomings of the marketing strategy of children's books of tomorrow's publishing house,including the concentration of products in books themselves and derivatives.Lack of development;intensified inter-channel game,narrowing profit margin;inadequate in-depth marketing mining,the effect needs to be optimized.And from strengthening top-level design andplanning,extending the industrial chain,subdividing channel management,resisting malignant competition of e-commerce,focusing on emerging media,rebuilding effective links with users,specific improvement suggestions are put forward.The author hopes that by exploring the marketing activities of children's books of Tomorrow Publishing House,it will provide reference significance and reference value for the improvement and implementation of marketing strategies of Tomorrow Publishing House and other publishing houses in the same industry,and further promote the development of children's publishing industry in China.