Research On Marketing Strategy For Children's Books Of Changjiang Children's Publishing Group

In recent years,the growth rate of children's books in the national book segment market has a rapid growth.Since 2016,when children's books surpassed social science books with 23.51%of the segment market fixed price and became the largest subdivision in the book retail market,children's books has consistently maintained the No.1 position in the national book segment market.As of the first half of 2019,children's books accounted for 27.38%of the fixed price in the national book retail market.With the continuous expansion of children's books market,the publishing industry of children's books also shows a prosperous pattern.Almost all publishers are hoping to make a dent in this market.How to stand out from the numerous and highly competitive children's books publishers is a common question for all children's publishers in this era.Changjiang Children's Publishing Group,as a local professional children's publishing group is the top three industry leader in the children's books market in China after more than 30 years of development and accumulation.In its development process,it has always insisted on content as the king,with boutique publishing as the core and social benefits as the top priority,thus gradually forming a distinctive strategy.This thesis takes children's books of Changjiang Children's Publishing Group as the research object.By starting with the main product types of children's books of this publishing house,it focuses on its marketing strategy.Starting from the main product types of children's books of this Publishing Group,the current marketing strategy of Changjiang Children's Publishing Group is firstly explored from four aspects of product,price,place and promotion according to the "4P" theory.Then,combining with its marketing environment and its business status,the thesis analyzed the strengths,weaknesses,opportunities and threats of Changjiang Children's Publishing Group.According to the thesis,the problems of this publishing house include the accumulation of high-quality resources is insufficient,the author's brand strength is not strong,the channel information communication is not smooth,the sense of discourse right is weak,and the online and offline integration of marketing strategy is not enough.Finally,from the aspects of content positioning and channel optimization,the paper puts forward strategic suggestions for future development.