Research On New Media Marketing Of Children's Popular Science Books In China

The size of China's children's publishing is huge.With a rapid growth,it occupies an important position in the publishing industry,and becomes the main force driving the upward movement of the publishing market.Popular science books for children is the third largest category in the segment of the children's book market.The influx of a large number of publishing entities and resources has made the competition in this field extremely fierce.At the same time,the development of science and technology has brought about the advancement of popularization of science,the imperative of new media,and changes in the mass consumption habits.In this environment,relying solely on traditional marketing methods can no longer meet the needs of development.How publishing institutions can promote book sales through new media marketing and realize brand promotion is worth studying.From the perspective of consumers' needs and behaviors,this article explores the inspiration and approaches from the consumer-centric AISAS model for new media marketing of children's science books in the mobile Internet environment,and analyzes the children's science books readers' purchase behavior and children under the AISAS model.The problems existing in the marketing of new media for popular science books,and the corresponding marketing strategies are proposed.This article uses the literature research method to retrieve and obtain a large number of literatures on children's popular science book marketing on the data platform and related websites.All the materials are being sorted and carefully studied,and then some theories and viewpoints for the writing of this article are refined,laying a certain foundation for the research.The case study method was used to collect classic cases and cutting-edge information on various authoritative media,sort out the context of case development,and combine practical cases with theoretical knowledge.Besides,by using interdisciplinary research methods,this article introduces the consumer behavior model AISAS theory in marketing management,and related theories of child psychology,with a view to gaining more perspectives on solving problems of the popular science book publishing.This article first introduces the research background and research significance,clarifies the core concepts related to research,summarizes the current status of domestic research,and summarizes research methods and innovations.Secondly,it describes the macro background of children's book publishing,and examines the development status of children's science popular books from the perspective of development process,overall scale and variety structure.At the same time,it analyzes the problems of the publishing of children's popular science books,and proposes the use of new media to promote children popular science books.Then,the theoretical basis of the AISAS model is introduced,and the purchase behavior of children's popular science books and the new media marketing status of children's popular science books are analyzed with the theoretical framework of the AISAS model,from attracting attention,stimulating interest,information searching,purchasing actions,The five aspects of information sharing raise the problems of children's popular science book publishing agencies in the marketing of new media.Finally,the paper tries to give solutions for these problems.Aiming at the lack of digital transformation awareness and low activity of publishing institutions,this paper proposes a strategy of linking multiple forces to create a communication matrix.Aiming at the problem of lack of interactive marketing methods and one-way communication modes,the paper proposes innovative interactive modes to reduce user distance;in response to the lack of precise positioning of the brand and the promotion of content convergence,the paper proposes strategies to optimize the content layout and enhance the user experience;in response to the lack of smooth shopping channels and limited service levels,the paper proposes strategies to simplify the purchase process and lower the purchase threshold;considering the importance attached to the problem of low sensitivity of public opinion,the paper proposes strategies to improve after-sales work and achieve word-of-mouth marketing.