本文關鍵詞： 兒童品牌圖書 傳播策略 讀者　出處：《東北師范大學》2009年碩士論文　論文類型：學位論文

【摘要】： 兒童品牌圖書在我國的發(fā)展速度日益加快,已經成為一塊最具實力和潛力的市場。然而兒童品牌圖書的現(xiàn)狀并不能滿足所有讀者的需求,在圖書的傳播中存在著許多問題。在傳播內容上主要表現(xiàn)在圖書原創(chuàng)力不足以及類別和品種單一、圖書題材單一、沒有“以兒童為本位”,真正貼近兒童,缺乏想象力和趣味性。在圖書傳播方式上,表現(xiàn)在傳播方式的單一和傳播對象的狹窄。同時在圖書的品牌延伸方面,也存在著缺乏成功的品牌形象以及延伸產品不合理的問題。重視市場調查、進行讀者細分以及重視選題策劃、填補市場空白,是改進圖書圖書傳播內容的重要策略,而利用多種方式進行兒童圖書宣傳和營銷以及擴展傳播對象是優(yōu)化兒童圖書傳播方式的重要策略。同時通過打造成功的圖書品牌形象和開發(fā)合理的延伸產品來改進圖書品牌延伸。
[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.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G239.2-F

【引證文獻】

相關碩士學位論文 前1條

1 付倩倩;產業(yè)鏈視角下的國內少兒出版發(fā)展策略研究[D];安徽大學;2012年

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本文編號：1474331