Research On The Integrated Development Strategy Of Children's Publishing In China

Through many years of integration practices,some progress has been made in the transformation and upgrading of children's publishing.However,due to the demand of children's reading market that is growing rapidly with changes of national policies in China,the quickly expansion of digital technology,increasing severe challenges to children's publishing in new reading mode,and Top-Level Design's requirements for media integration are constantly accurate.Consequently,the pace of transformation and upgrading of children's publishing industry towards integrated development needs to be accelerated.The research purpose of this thesis is to analyze the process and characteristics of the integrated development of domestic children's publishing,and summarize a set of systematic integrated development strategies suitable for China's children's publishing through literature analysis,case analysis,interdisciplinary research and empirical research.Through the work,the author contributes to provide theoretical and practical reference for the integrated development of children's publishing industry.Firstly,this research explained the research background and significance of the topic,analyzed the development of the concepts of "Children's Publishing" and "Integrated development of Publishing" by studying the relevant literature in recent year.Secondly,combined with the policy evolution of the press and publishing industry,and the practice of the integration development of children's publishing,divided the integration development process of children's publishing,the integration development process of children's publishing is divided into trial an exploration stage,accelerated development stage and deep development stage.Thirdly,this thesis applied the grounded theory research method and made a three-level coding analysis on the literature related to the integrated development of children's publishing.Subsequently,the six core elements that affecting the integrated development of children's publishing:policy guidance,digital technology,product construction,marketing channel,business strategy,management mechanism,and the integrated development factor model of children's publishing were concluded.Then,according to the extracted elements,this research analyzed the performance and characteristics of six elements of children's integrated development in the stage of trial and exploration,accelerated development and in-depth development,and evaluated the historical performance of children's publishing integrated development in combination with the elements.After that,the author provided the specific implementation strategies for the integrated development of children's publishing in the future from the six aspects of policy,technology,product construction,marketing channel,business strategy and management mechanism.Finally,it concludes with a general summary and points out the limitations of the research.