中国儿童品牌图书的传播问题初探

发布时间：2018-01-29 20:49

本文关键词： 儿童品牌图书传播策略读者　出处：《东北师范大学》2009年硕士论文　论文类型：学位论文

【摘要】： 儿童品牌图书在我国的发展速度日益加快,已经成为一块最具实力和潜力的市场。然而儿童品牌图书的现状并不能满足所有读者的需求,在图书的传播中存在着许多问题。在传播内容上主要表现在图书原创力不足以及类别和品种单一、图书题材单一、没有“以儿童为本位”,真正贴近儿童,缺乏想象力和趣味性。在图书传播方式上,表现在传播方式的单一和传播对象的狭窄。同时在图书的品牌延伸方面,也存在着缺乏成功的品牌形象以及延伸产品不合理的问题。重视市场调查、进行读者细分以及重视选题策划、填补市场空白,是改进图书图书传播内容的重要策略,而利用多种方式进行儿童图书宣传和营销以及扩展传播对象是优化儿童图书传播方式的重要策略。同时通过打造成功的图书品牌形象和开发合理的延伸产品来改进图书品牌延伸。
[Abstract]:Children's brand books in our country's development speed up increasingly, has become the most powerful and potential market, but the status of children's brand books can not meet the needs of all readers. There are many problems in the dissemination of books. In the content of communication, it is mainly manifested in the lack of originality and the single category and variety of books, the single subject matter of books, and the lack of "child-centered", which is really close to children. Lack of imagination and interest. In the way of book dissemination, the single mode of communication and the narrow dissemination object. At the same time, the brand extension of books. There are also the lack of successful brand image and the unreasonable extension of products. Pay attention to market research, reader segmentation and focus on topics planning, to fill in market gaps. It is an important strategy to improve the content of book dissemination. It is an important strategy to optimize children's book communication mode by using various ways to propagate and market children's books and to expand the dissemination objects. Meanwhile, it can be changed by creating a successful brand image of books and developing reasonable extension products. Into the book brand extension.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G239.2-F

【引证文献】