Study On Crossover Operation Of Picture Book Gallery In Changsha City

As a new and developing thing,picture book gallery is an important carrier to promote the development of Chinese children's reading.With the progress and improvement of the socio-economic and cultural level and the continuous upgrading of residents' consumption needs,crossover operations have become an effective way for picture book galleries to innovate their business models and meet diverse consumer needs.Therefore,by studying the current situation,problems and countermeasures of Changsha Picture Book Gallery 's crossover management,it has positive significance for strengthening the picture book gallery's competitive advantage and economic benefits.This article found during the process of literature collection and field investigation of eight picture books in Changsha,the picture book gallery of Changsha has realized the diversified development of derivative businesses through the extension of the industrial chain and the expansion of cooperation fields.It has the characteristics of curricular product supply,diversified service functions,diversified cooperation options,and professional customer needs.It points out the problems existing in the upper,middle,and lower levels of the industrial chain of Changsha Picture Book Gallery 's crossover operation: upstream of the industrial chain,around the production and manufacturing of picture book content,it raises the problems of weak original picture book management and a single IP book activation method;industry In the middle of the chain,around the picture book gallery itself,the problems of fuzzy product and service positioning,insufficient crossover service capabilities,lack of joint communication channels,and shrinking marketing promotion space were raised;downstream of the industrial chain,based on the market environment and consumers,the problems of the reading environment have not yet been formed,the government has not purchased many picture book gallery services,and the picture book gallery lacks guidance and innovation on consumer demand.By contrasting and combining the successful experience of crossover operations of picture book galleries,children's libraries,and physical bookstores at home and abroad,the innovative approaches proposed are: upstream of the industrial chain,promoting the operation of original picture books,and enriching the development of picture book IP;midstream of the industry chain,positioning Core business,enhancing the quality of picture book gallery crossover services,focusing on the establishment of joint communication channels,and expanding marketing and promotion space;downstream of the industrial chain,legislative protection of children's rights to read,regulate picture book gallery's crossover operation,and take advantage of government purchase services to help the development of the picture gallery's community,guide and innovate consumer demand,and realize the transformation of picture gallery's product thinking to user thinking.Finally,the picture book gallery's crossover operations cannot be separated from technical support and professional services,and can't be separated from the integration and integration between industrial chains.It is hoped that this research can provide reference and help for the subsequent development of crossover management of picture galleries in Changsha,and promote the entire picture book industry to better achieve cross-border operations.