Research On The Going Global Of Chinese Original Children's Picture Books

As an important reading material for children,picture books play an important role in the formation of children's values and psychological growth."Going Global",an original Chinese picture book for children created by Chinese authors with Chinese cultural elements as the theme,is of great importance and special significance for the international dissemination of Chinese culture.This paper takes the original Chinese picture books for children,which have been translated and published abroad through copyright export and can enter the mainstream readers abroad,as the research object.It collects and sorts out the "Overseas Catalogue of the Exported Original Chinese Picture Books for Children",and conducts a staged study on the development process of "going out" of the original Chinese picture books for children.This paper summarizes the achievements of "going global" of Chinese original children's picture books in three aspects: realizing the "going global" of Chinese cultural elements,enhancing the influence of Chinese books in the world and enhancing the ability of copyright export of Chinese publishing institutions.Three reasons for the rapid development of Chinese original children's picture books are analyzed: the strong support of national policies,the constant attention of publishers and the growing maturity of China's international copyright trade.However,the marketing method of "going out" of original children's picture books in China relies too much on policy support and its marketing scene is limited to international exhibitions.The content structure is not reasonable enough,showing the imbalance of the structure of the topic and the lack of interesting content;The publicity effect is a little weak: the publicity awareness still needs to be strengthened.These are the outstanding problems existing in the "going global" of China's original children's picture books.In order to further promote the "going out" of Chinese original children's picture books,this paper,guided by the "new 4C rules",studies the improvement strategies of the "going out" of Chinese original children's picture books: create attractive marketing scenes,enhance community interaction and emotional experience;Starting to build a mass marketing community,the formation of community communication matrix and influence;Actively planning the content with transmission power,optimizing the content construction based on children and striving to establish an international brand;Strengthen the strong connection between people and help the occurrence of consumption behavior.While Chinese original children's picture books occupy a larger market in the international market competition,they will also spread Chinese cultural elements to the international community,pass on Chinese cultural values,and contribute to the construction of an amiable and lovely international image of China.