Children’s Book Marketing At J Publishing House In The New Media Environment Strategic Research

With the rapid development of information technology and the advent of the new media era,the production and business models of all walks of life in China are changing,and the means of product publicity and marketing are changing with each passing day,as is the publishing industry.In recent years,with the emergence of a large number of book substitutes such as radio dramas and games,the competition in China’s book publishing industry has become more and more fierce.Under the environment of the decline of China’s book retail market,the children’s book market still maintains a leading position with a small growth,has become a leader in China’s book industry,and has played a certain role in promoting the development of China’s book market.Due to the high income of children’s book market and broad publishing prospects,many non professional children’s publishing houses and small studios have joined the competition in children’s book market.The "three child policy" implemented in 2021 is undoubtedly a shot in the arm for publishers,which has also made great changes in the pattern of children’s book market.The rise of non professional children’s publishing houses in the field of children’s book market,the rise of many small studios,and the squeeze of animation,games and other industries on the children’s book market have had a strong impact on the professional children’s publishing houses represented by J publishing house.Under the new media environment,children’s publishing house is under increasing pressure.Taking J publishing house as the research object,this paper analyzes the marketing strategy of J publishing house under the new media environment from the five perspectives of market positioning,product,price,channel and promotion by analyzing the literature data,using the literature research method,case study method and other research methods,and points out its backward operation and construction of new media,insufficient cooperation between online and offline channels,lack of data support in marketing activities,single publicity means Serious piracy and other problems.It also puts forward that J publishing house should strengthen the construction of new media and absorb marketing talents;Coordinate multiple marketing channels to promote digital development;Strengthen new media promotion means and change marketing ideas;Crack down on piracy and strengthen the protection of intellectual property rights.This paper aims to analyze the marketing strategy of J publishing house,put forward corresponding optimization strategies combined with the new media environment,and help it adapt to and complete the transformation of marketing mode under the new media environment,in order to provide reference value for the future development of J publishing house.