Research On Marketing Strategy Of Lefun Three-dimensional Interactive Children's Book

When the share of other books market is decreasing year by year,the children's publishing market can maintain two digit growth,showing the strong demand of the children's publishing market.As a new variety of children's books,the stereoscopic interactive book was introduced to China by "Lelequ" 12 years ago.It has become a favorite in children's book market with its exquisite stereoscopic paper design and vivid knowledge imparting its own in the children's book market.This paper takes stereoscopic interactive book brand "Lelequ" as the research object,and uses STP theory to analyze the positioning strategy of "Lelequ" from three aspects of market segmentation,target market and market positioning.It is based on the classic 4P+4C marketing combination theory,from the reader based product strategy,the cost based price strategy,the convenient channel strategy,and the interactive promotion strategy four aspects,combined with the "Lelequ" best seller marketing case,the current marketing strategy of "Lelequ" research,but also from the standardization of product image recognition,the establishment of ground promotion team,brand word of mouth,perfect system support four aspects to comb the "Lelequ" as a stereoscopic interactive child book The guarantee of the implementation of the marketing strategy.From 2014 to now,the sales volume of "Lelequ" has maintained an annual growth rate of 30%to 50%,and in the two subdivisions of young and popular science,it has ranked first in the country for many years.The author tries to provide a new reference for China's three-dimensional interactive children's book and even children's book marketing strategy through the analysis of the marketing strategy of "Lelequ" in the rapid expansion.