Research On Marketing Innovation Of Children's Publishing Enterprises Under The Background Of Artificial Intelligence

With the acceleration and deepening of the application of artificial intelligence technology,the publishing business model has been greatly impacted,and the marketing innovation of publishing enterprises has also encountered rare opportunities and severe challenges.Children's publishing,as a subdivision of the entire publishing industry,has been a vigorous vitality and still maintain a good growth trend in the book market in recent years.Today's children's publishing readers are the "Internet generation",whose study and life are permeated with modern technology all the time,so they have a good sense and acceptance of the new form of publishing.The integrated development of artificial intelligence technology and children's publishing is not only in line with the characteristics of children's publishing,but also the general trend of the development of publishing.Taking children's publishing enterprises as the research object,this paper tries to find out the current marketing problems of children's publishing through literature research,case research and report data,and proposes new marketing strategies with the framework of PAR theory.This paper holds that the traditional publishing marketing lacks data sensitivity,coupled with the limitations of technology,the cost of data acquisition is high,the accuracy and comprehensiveness of data are insufficient,and the demands of readers are hard to be perceived.With the development and application of data mining and analysis technology,the data of every reader will be available for measurement,and the innovation of publishing marketing will embrace opportunities.Before studying the specific marketing strategy,this paper firstly sorts out the market situation of children's publishing in China,analyzes the marketing characteristics of this publishing category,and emphatically summarizes the current marketing problems;Secondly,this paper analyzes the necessity and feasibility of the implementation of publishing intelligent marketing,lists the relevant technologies that can be used in publishing marketing,and introduces the application of artificial intelligence in the field of children's publishing marketing;Thirdly,this paper introduces the PAR theory model of professor Don E.Schultz,a "marketing master",and discusses the fit between this theory and publishing intelligent marketing;Finally,based on PAR theory,combined with relevant intelligent marketing cases and report data,this paper proposes some possible ways to realize innovation of artificial intelligence technology in children's publishing marketing.At the same time,the possible problems in the application of technology are considered in detail.The focus of this paper is to propose specific strategies to solve the existing problems in children's publishing marketing.Therefore,children's publishing enterprises need to take actions on the platform and pattern,agility and action,relevance and response proposed by PAR theoretical model with the help of technical dividends and the resultant force of business transformation.On the marketing platform,it is necessary to build an integrated intelligent platform for children's publishing,improve the dispersion of publishing resources with integrated services,and provide readers with appropriate publishing information with embedded intelligent recommendation function;In terms of marketing mode,it is necessary to reshape the marketing mode driven by intelligent technology,and integrate the advantages of online and offline marketing with the concept of providing services;In terms of marketing agility,it is necessary to use intelligent technology to collect data,and draw knowledge graph through data analysis to make quick decisions,so as to improve the ability and effectiveness of data application;In terms of marketing actions,the execution of actions should be guided by data instead of experience and intuition,and the automation of operations can be used to improve efficiency;In terms of the relevance of marketing,it is necessary to establish the connection between the data,to open up the whole marketing link by sharing the data,and to change the phenomenon of information blocking between various functional departments in the past;In terms of marketing response,it is necessary to utilize intelligent analysis to timely respond and meet individual needs,develop diversified publishing products,and improve the update and iteration speed of children's publications.The application of technology is a double-edged sword.This paper also warns against the problems that artificial intelligence may bring to publishing enterprises and proposes countermeasures.In terms of the content of publications,enterprises utilize technology to realize the innovation of the way of presentation and propaganda of publications,but they may neglect the content construction.Therefore,enterprises need to take children as the center,adhere to the "king content",to convey the humanistic care of children's publishing;In terms of the talent system,since some work will be done with the help of machines,publishing companies need to adjust the talent structure and popularize the relevant knowledge of artificial intelligence;In terms of copyright,the automatic production of content by machines may cause new copyright disputes.When enterprises cooperate with intelligent technology providers,they should especially implement the copyright distribution clauses in the agreement to reduce potential risks.