Research On The Marketing Strategy Of Children's Books Of 21^st Century Publishing House

In recent years,China's book market competition is fierce,but children's books have become the best performance of the entire book market,promoting the steady development of the national book market.More and more publishing institutions for the rich market returns and good publishing prospects,join the ranks of children's book publishing,which has intensified the market competition.In the face of such a social background,the 21~stt century publishing house and other professional children's publishing institutions still maintain an obvious advantage.Level based on 21~stt century publishing house of never best-selling book‘pipilu mobilization'series of children's books as a research starting point,through reading,combing and analysis of related data and literature,combined with the STP marketing theory,the theory of 4P and 4R theory,through the literature research,case study method,qualitative analysis and quantitative analysis combined with the research methods,such as,from positioning,product,price,channel and promotion five angles to disassemble the marketing strategy of‘pipilu mobilization'series of books,and more comprehensive understanding of the marketing strategy of 21st century publishing house children's books.On the basis of in-depth study of relevant literature,the author further points out that the marketing strategies of children's books of 21~stt century publishing house are insufficient in product connotation mining and derivative development.Channel management is not refined,channel development does not match the actual demand;There are shortcomings in the means of publicity and promotion,and the promotion effect needs to be improved.Then it points out that the21st century publishing house can explore the product connotation,enrich the product content and extend the industrial chain.Refine the channel management to determine the channel portfolio according to the actual needs;Give full play to the technical advantages,deepen the comprehensive three-dimensional marketing model,optimize the promotion effect and other aspects of starting to improve the deficiencies.In terms of specific improvement of sales promotion,the author based on the research of digital publishing actually divided the improvement Suggestions into four small points,which were to use big data technology to find target readers and conduct precision marketing.Give full play to the advantages of new media and supplement the traditional promotion methods with the new media platform;Relying on the digital publishing environment,innovate the manifestation of children's books;Develop a new mode of cross-border marketing to enhance brand effect.By analyzing the marketing activities of‘pipilu mobilization'series of children's books,this paper analyzes the marketing strategies of 21~stt century publishing house,hoping to provide new ideas for the development of 21st century publishing house and other publishing houses in the same industry in China.