Localized Strategies For Imported Children's Books Of Du Ku

Since the founding of the People's Republic of China,China has ushered in a brilliant period of children's publishing after 70 years of development.With the supports of national policies,the renewal of parents' education idea and the emphasis on children's reading,the market demand for children's books is constantly rising.However,the weak development of domestic original children's books is difficult to effectively meet the needs of readers.In addition,children need to expand their horizons around the world with the acceleration of globalization in China.Thus,it is imperative to introduce and publish foreign high-quality children's books.However,we must also be aware of the differences between the Chinese and foreign culture and the communication environment,and carry out the localization transformation of the imported children's books.At present,Du Ku has won high popularity and good reputation as an outstanding imported book brand for children in the publish industry,and gradually forms a characteristic localization strategy.The author selects 305 imported children's books of Du Ku as samples.The topic selection,translation,adaptation,and marketing strategies are studied to explore the localization characters of imported children books of Du Ku by theory of the marketing,children psychology and multi-systems translation.For the topic selection of imported children books of Du Ku,it mainly focus on best-selling and popular science children books,integrates talents and channel advantages in the company,targets the 9 to 15 years old children,deeply excavates European excellent works,serially develops unexplored merits and practical themes,reduces the risk of introduction,and improves adaptability of imported children books.On the translation,Du Ku uses the multi-system translation theory to translate imported children's books,which not only gives full play to the translator's main role,but also pays attention to the integration of local cultural connotation,puts the text into a multi-dimensional and opens cultural system for translation,and strives to convey the value orientation of local culture.For the adaptation,the imported children's books of the Du Ku have formulated the adaptation schemes of “the greatest possible adaptation while maintaining the original intention” based on local market and readers.And the localizations are carried out for the book title,layout,book design and binding printing by integrating local resources,China's aesthetic culture,and the elements of “Du Ku”.For the marketing,imported children's books of Du Ku apply brand extension theory to differentiates the position of products and audiences,build the brand logo of “Du Ku”,improve the marketing mode of "offline sharing + online direct selling",develop multi-dimensional promotion with famous celebrities and brands,rebuild book marketing mode in three-dimensional way.Based on the above studies,the advantages and disadvantages of the localization process of the children's books imported by Du Ku are explored,which are useful for the development of Du Ku and other publishing agencies.