从“爱的礼物绘本馆”系列看少儿出版物的数字化传播策略

发布时间：2018-03-06 07:27

本文选题：绘本　切入点：少儿出版物　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：在当今社会传统纸媒遭遇到新媒体的激烈冲击,少儿读物市场持续低迷的严峻形势下,因当今社会对孩子教育问题的关注热度不断上升,绘本作为一种特殊的少儿类纸质图书,逐渐受到读者的喜爱。近几年来,青岛出版社旗下教育、科技、少儿、社科四大主要板块的发展趋势稳步上升,少儿出版板块主要包括儿童文学、绘本、少儿科普、低幼启蒙4个重点细分门类,其中绘本门类中所出版的“爱的礼物绘本馆”系列(以下可简称“爱礼”),一经上市就吸引了广大读者的眼光。从去年至现在,“爱礼”已经承办过上百余场线上、线下的推广活动,读者对此的热爱程度有增无减。首先借此以青岛出版社主打系列的少儿类图书作为具体例子来分析,在阐述过程中,重点从“爱礼”绘本的内容管理、受众经营、营销宣传等方面来分析“爱礼”的传播内容。其次具体阐释“爱礼”传播渠道的多元化。其中利用内容、品牌以及渠道的优势性来展现“爱礼”的数字化传播策略。再而利用以小见大的视角,分析青岛出版社少儿出版板块其他重点细分门类中具有代表性少儿读物的介绍,并简要探讨我国少儿出版物数字化传播的发展趋势。最后通过“爱礼”作为青岛出版社的少儿品牌,从集团发展到营销方式再到受众群体来对少儿出版物的数字化传播发展提出建议。围绕这条由浅入深的线索链,不仅是巩固了童书出版的传播理论,更是加深了对正在处于发展阶段的童书市场与出版传播有机结合的进一步探索。
[Abstract]:In today's society, the traditional paper media have encountered the fierce impact of new media, and the children's reading market has been in the doldrums. Due to the increasing attention paid to children's education problems in the society today, picture books are regarded as a special kind of children's paper books. Gradually being loved by readers. In recent years, the development trend of the four major sections of education, science and technology, children's and social sciences under Qingdao Publishing House has steadily increased. The children's publishing sections mainly include children's literature, picture books, and popular science for children. Primary-age enlightenment four key subdivision categories, The series "Love's Gift Gallery" published in the picture book category (hereinafter referred to as "Eli Li") has attracted the attention of the general public once it has been listed. Since last year, "Eli Li" has already undertaken more than a hundred events online. Offline promotion activities, readers love this unabated. First of all, take Qingdao Publishing House series of children's books as a specific example, in the process of elaboration, the emphasis is on the content management of "Love Li" picture book. The audience management, marketing publicity and other aspects to analyze the "love ceremony" of the dissemination of content. Secondly, specifically explain the "love ceremony" communication channels of diversity, in which the use of content, Brand and channel advantage to show the "Eli" digital communication strategy. Then through a small part of the perspective of the overall analysis of other key sections of Qingdao Publishing House children's publications plate of the introduction of representative children's reading. This paper also briefly discusses the development trend of digital dissemination of children's publications in China. Finally, through "Eli Li" as the children's brand of Qingdao Publishing House, From group development to marketing mode to audience group, to put forward suggestions on the digital communication development of children's publications. Surrounding this chain of clues from simple to deep, it not only consolidated the communication theory of children's book publication, It also deepens the further exploration of the organic combination of children's book market and publishing dissemination.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7

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