Brand Construction Of “MOFAXIANG” Children's Book Brand From The Perspective Of New Media

The flourishing scene of children's book market in recent years is obvious to all in the publishing industry.Under the COVID-19 epidemic situation,the publishing industry is full of many uncertainties.But children's publishing still maintains positive growth against the trend.According to the Beijing open book,according to the publishing industry in the overall negative growth of 5.08% for the first time in 20 years in the retail market,children's books as well in the book market in five years,the scale of ministrial first and fastest growing sector,still grew by1.96%,it can be said that the children's books have become drive our country public library growth is the main driving force.The children's publishing market is in the process of rapid development because of its broad development prospect and good development trend.With the rapid development of the Internet and digital publishing,children's publishing has become the most hot field in the publishing industry,and a large number of publishing units have flooded in and established related emerging children's book brands.But in the face of such fierce competition,these emerging children's book brands how to carry out book brand construction and marketing,it is worth our careful study.A brand is a name,term,or symbol used to identify the seller of goods.Brand can express to consumers the attributes,value,interests,culture,personality and other aspects of information.In the 21 st century,the brand economy with brand competition as the core has become the trend of market development,and the brand development has become the only way for enterprises to carry out international competition.In science and technology developed in the information age,new media platforms rise gradually began to affect our country contemporary children's books brand shaping specific path publicity and marketing mode,practitioners should set about children's books have strong market competitive brand of children's books,and based on the new media technology and the corresponding channels of information dissemination widely put in the book ads,to improve the exposure rate of high quality children's books and the social popularity,explore the market potential customer and content in the audience.According to incomplete statistics,nearly a hundred children's book brands have been established since around 2015,among which there are sub-brands separated from well-known publishing institutions,new brands continuously created by private institutions,and even professional children's clubs appearing as brand images.These young brands include XIAOZHONXIN,XIAODUKE,XIAOHUOZI,DUXIAOKU,QIXIANGGUO,XIAOBOJI and so on.2015 G PRESS also depends on the character of the itself jion into the children's publishing industry,to create MOFAXIANG like a children's book brand,although unlike professional children's publishing channels and resources,inadequate in many ways,but for its unique positioning,brand building and self also has its place in the children's publishing industry,repeatedly with emerging brand children's books such as "DUXIAOKU" "XIAOZHONGXIN" as case reports,injected fresh blood to the children's book publishing,provides the study of children's books brand construction of a new direction and Angle.This paper uses case analysis,literature analysis and interview method,from the perspective of new media,according to the brand marketing of MOFAXIANG,to explore the brand construction path after it enters the children's book market.This paper is divided into four parts.The first part is the introduction,which introduces the research background,relevant research trends,research methods used in the paper,theoretical basis and relevant concepts required.In the second part of the paper,based on the development perspective of children's book brands and new media marketing,through background and status analysis,most of these young children's book brands of the same period have the following characteristics: First,the establishment time is relatively short,most of them are 3-6 years,and the market influence is gradually accumulated;Second,in terms of copyright resources and channels,there are more limited by brands and professional children's publishing houses with high market share.Third,most young brands have their own unique development path and mode.Based on this situation,through the G PRESS MOFAXAING brand construction of CIS enterprise identification system analysis and Magic Elephant brand construction in the perspective of new media analysis of the status quo and characteristics of its brand construction,using STP theory to further dissection of the Magic Elephant brand construction path.The third part focuses on brand construction path with G PRESS MOFAXAING like children's books in the analysis of existing problems and reasons,based on its new media channels,marketing,product marketing feedback specific data such as case analysis,using interview method to magic as founder of the brand,brand marketers difficulties existing in the development of further discussion and reason,summarized the main problems existing in the brand construction and analysis of the reason.The fourth part,according to the existing literature analysis and market related cases for reference,according to the problem of the magic as shown at the present stage related thinking,put forward the corresponding Suggestions and methods,presented by clear brand positioning,the proportion of adjustment of product structure,combined with new media content and channels of multivariate innovation and precise recommendation and integration of new media brand marketing proposal,flexible adjustment of brand construction path strategy,further achieve the goal of brand building and communication;It also provides a new perspective for the research of children's book brand construction and has reference significance for the industry.