Research On The Brand Communication Of "Chen Bochui International Children’s Literature Award" From The Perspective Of Children’s Publishing

In recent years,under the trend of the overall book retail market decline,children’s publishing still maintains a vigorous momentum,becoming a "leading force" to drive the development of China’s publishing industry.However,under a prosperous scene,the development of children’s publishing industry has also encountered bottlenecks,such as homogenization of topics,classics of old for a long time on the list,new and new works on the list.How to get out of the difficult situation and make it develop in a benign direction has become an urgent matter.As an important means of book evaluation,the book award plays an important role in the positive guidance of the book market,as does the field of children’s literature.Since the 1980 s,China’s original children’s literature awards have sprung up,Chen Bochui International Children’s Literature Awards is an important representative.Now,after more than 40 years of successful operation,the award has become one of China’s longest-running and most awarded literary prizes for authors.Since 2014,the award has been transformed into an international children’s literary prize,with significant improvements in international influence and authority through branding,international dissemination and professional operation.In view of the fact that there is no systematic research on Chen Bochui international children’s literature prize,the author takes it as a typical case to explore the brand communication law of children’s literature prize in the new media era,in order to provide useful reference for the branding and children’s reading promotion activities of children’s literature prize.Therefore,the author takes "Chen Bochui international children’s literature prize" as the research object,puts it under the research framework of brand communication,uses literature analysis,case analysis,in-depth interview method,quantitative analysis method and so on to carry on the empirical research.First of all,from the three aspects of the background,development status and course of our children’s literature awards,this paper combs and summarizes the overall characteristics of our children’s literature awards.Secondly,it analyzes the brand development process and communication environment of Chen Bochui international children’s literature award from three dimensions: brand design,brand positioning and brand communication,and summarizes the characteristics of the award-winning works from 2014 to 2022.Based on this,the author analyzes the brand value of the international children’s literature award from the industrial chain dimension,which mainly includes the promotion of children’s books,the motivation of creators,the creation of a good creative environment,and cooperation in selecting topics.At the same time,there is a downward trend in the areas of book marketing and reading promotion.And the horizontal expansion of the children’s publishing industry chain width,promote the value of the deep development of copyright.However,many problems still exist in the branding of Chen Bochui international children’s literature award.The author puts forward some optimized paths such as strengthening government guidance,perfecting award mechanism,expanding communication channels,adhering to audience standard,and constructing evaluation system of communication effect in order to enhance brand value and influence.