“乐乐趣”童书出版经营活动研究

发布时间：2018-11-16 18:10

【摘要】：在“市场细分,分众阅读”的出版生态中,少儿图书领域的竞争日益激烈。无论是国有出版社还是民营出版机构,都对儿童图书出版领域“摩拳擦掌”“跃跃欲试”。低幼童书市场起步较晚但发展潜力巨大,如何在竞争激烈的市场中突破重围,站稳脚跟,实现长远稳定的发展,这是很多低幼童书出版机构亟需解决的问题。“乐乐趣”是西安荣信教育文化产业发展有限公司(以下简称荣信教育)旗下重要的童书品牌,其专注0-6岁低幼儿童的优秀童书出版策划与传播。本文以“乐乐趣”童书为研究对象,以归纳总结“乐乐趣”童书出版传播策略为研究目的,运用个案分析法、比较分析法、访谈法、观察法等研究方法,分析近年来“乐乐趣”的经营实践活动,对其低幼童书出版经营活动进行总结。第一章绪论中对论文的研究背景、研究意义、国内外研究现状以及研究方法、价值和创新点进行表述,同时对研究对象进行了概念及范围的界定;第二章对“乐乐趣”童书的产品结构和产品特性进行分析研究,第三章研究“乐乐趣”的发行渠道建设;第四章对“乐乐趣”的品牌构建和传播方式进行分析;第五章总结“乐乐趣”的出版传播活动为我国童书出版业带来的启示和思考。本文的研究结果,对低幼童书出版机构具有一定的指导意义,对我国童书市场的繁荣发展提供借鉴意义。
[Abstract]:In the publishing ecology of "Market Segmentation, focus Reading", the competition in the field of children's books is increasingly fierce. Both state-owned publishing houses and private publishing institutions are eager to test the field of children's book publishing. The low young children's book market starts late, but the development potential is huge, how to break through the tight encirclement in the fierce competition market, the firm foothold, realizes the long-term stable development, this is the question which many primary-age children's book publishing organizations need to solve urgently. "Happy fun" is an important children's book brand of Xi'an Rongxin Education Culture Industry Development Co., Ltd (hereinafter referred to as "Rongxin Education"), which focuses on the publication planning and dissemination of excellent children's books for children of 0-6 years old primary-age. In this paper, the author takes "fun of Music" as the research object, and sums up the strategies of publishing and dissemination of "fun of Music" for the purpose of research, using case analysis method, comparative analysis method, interview method, observation method and other research methods. This paper analyzes the management practice of Happy fun in recent years, and summarizes the publishing activities of primary-age 's Children's Books. The first chapter introduces the research background, research significance, domestic and foreign research status and research methods, value and innovation, and defines the concept and scope of the research object. The second chapter analyzes the product structure and product characteristics of the children's book "Le fun", the third chapter studies the distribution channel construction of "fun", the fourth chapter analyzes the brand construction and dissemination mode of "fun". Chapter five summarizes the enlightenment and thinking of the publishing and spreading activities of Le-fun for the publishing industry of children's books in China. The research results of this paper have certain guiding significance for primary-age 's children's book publishing institution, and provide reference significance for the prosperity and development of our country's children's book market.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.2

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