Research On Publishing Of Original Children’s Book Of CITIC Press Group

Children’s book had become the largest and fastest growing sector in the book retail market since 2016,attracting many non-professional children’s publishing institutions to enter the bureau.Under this background,CITIC Press Group,as a publishing house targeting trade books,entered the children’s book market at the end of 2015 and began to build the CITIC Children’s Book brand.Under the fierce competition,having their own original children’s book is an effective way to maintain the long-term competitiveness of publishing institutions.CITIC Children’s Book adheres to high-quality development.Since its establishment more than six years ago,it has edited and published more than 800 original books,and has developed into one of the fastest growing children’s book brands.In 2021,CITIC Children’s Book has a market share of 3.75%,climbing to the third place and achieving good results.This paper uses the ethnography,case analysis method and interview method,and takes CITIC Press Group as the research object to study its publishing activities in the field of original children’s book.Through the product analysis of CITIC original children’s book,we know that CITIC original children’s book conduct the product construction of original children’s book from three aspects: publishing concept,market segmentation and creation mode.First,to uphold the publishing concept of "interesting,knowledgeable and good";second,to conduct in-depth market analysis and focus on the classification of popular science encyclopedia;third,to cooperate with external teams to accelerate the incubation of original books.Through the analysis of the marketing strategy of CITIC original children’s book,we know that CITIC original children’s book is comprehensively marketed from both online and offline aspects.Online,relying on the original resources,fully gather traffic;build a new media matrix,innovative business methods;invite KOL recommendation,expand the brand influence.Offline,hold writer activities to enhance reader engagement;innovate bookstore and book fair model,create new offline consumption scenes;carry out cross-border cooperation,and break down industry barriers.Although CITIC Press Group has explored a lot of experience in the product and marketing of original children’s book,it still has problems in its publishing activities:insufficient resources of original children’s literature writers,relatively single product forms,and lack of significant sub-brands.In view of the above problems,firstly,explore the original creator,explore adult authors,colleges and universities,and explore we-media content;second,relying on digital technology,deeply integrating publishing;third,design sub-brand logo to enhance reader memory points,make its brand widely spread.It is hoped to provide reference for the development of CITIC original children’s book,and also to provide inspiration for the publication of original children’s book by other publishing institutions.