Research On The Market Strategy Of Children's Toy Books In China

China's traditional publishing industry is facing the impact of the Internet,the publication of children's book is relatively less affected by the Internet,and becomes the most dynamic market segment in the publishing industry at present.However,with the increasing proportion of children's book in the publishing industry,the children's book industry becomes more and more competitive,gradually exposed various problems,children's book publishing is urgent need for innovation.As a new type of children's book,toy book posses novel and interesting forms,can effectively attract children's attention,toy book not only combines the advantages of toys and books,but also enables children to learn in play,develop children's good reading habits,and promote children's sensory development and thinking ability,therefore,it's more and more popular with consumers,and is expected to become the next important growth point of children's books.The main research object of this paper is children's toy book,the research scope is children's toy book market,I hope to summarize the market strategy of children's toy book in the new era by analyzing its market background,market status and existing problems.Toy book has not been born for a long time in our country,and it is still a matter of recent years that it has formed a certain influence in the market and attracted market attention.Compared with the developed countries such as Europe and America,children's toy book in China is still insufficient in content production and the marketing and publicity efforts,tis makes it difficult for children's toy book to play their unique value.Although China has long been a big producer of toy book,its content creation is very weak,the lack of original toy book is the most significant gap between China and developed countries in Europe and America.In addition,the theoretical research on toy book in China is also relatively shallow,lacking in-depth and systematic exploration.Based on the analysis and summary of the collected literature,the author defines the toy book as a book form that takes children as the main readers,has the function of both book and toy,and surpasses the traditional paper book form,and divides the toy book into six types according to the expression form of interactive mechanism: visual type,auditory type,tactile type,olfactory type,manual type and comprehensive type.Through the observation of the toy book market,the author thinks that the publication of children's toy books plays an important role in promoting children's reading ability,and in promoting the reading of the whole people.The children's toy book market in China is in the stage of development and expansion,facing the opportunity of demand expansion and the challenge of the real economy recession.With the gradual expansion of market share,children's toy books still have many shortcomings.Based on the theory of 4I,the author analyzes the market of children's toy books from four aspects: products,services,channels and consumers,thinks that the publication of children's toy book has some shortcomings,such as homogeneity of content,single promotion strategy,lack of effective and interactive marketing channels,and vague positioning of target consumers.At this time,it is very important for the long-term development of children's toy book to adjust the market strategy in combination with the market environment.Based on this,this paper gives the targeted strategies: the publication of children's toy books should start from the perspective of consumers,create characteristic and interesting products from the two directions of introduction and original,improve their perceived value of toy books through various promotion strategies,select efficient and interactive channels to gain consumer recognition,and create personalized products and carry out personalized publicity based on the differentiated needs of consumers.