The Research Of Children’s Picture Book Context Marketing Strategy

In the era of mobile Internet,the integration of online and offline has deepened,and the generation of consumer behavior is no longer limited to a fixed place,but all contexts in people’s daily life can become the entry point for business marketing.At the same time,with the continuous improvement of living standards,people are increasingly concerned about the consumption experience,willing to pay for the emotion and atmosphere.In this context,the importance of context marketing is particularly prominent,and this is also true for the publishing industry.Children’s picture books are a popular category in the children’s book market,but traditional marketing methods have failed to match the gradually expanding children’s picture book market,and context marketing provides a new way of thinking for the marketing of children’s picture books.This paper uses questionnaire survey method,case study method and interview method to study the strategy of children’s picture book context marketing.Children’s picture books are both artistic and interesting,and have a high degree of fit with context marketing in terms of content form.Children’s picture book context marketing has been developed to a certain extent,and its development history is closely related to the progress of Internet technology.Children’s picture books compared to other books context marketing,will pay more attention to the parent-child reading context,and the combination of context and book content.Children’s picture book context marketing can be broadly divided into three types,namely offline context marketing,online context marketing and integration context marketing.The offline context marketing of children’s picture books mainly relies on real offline contexts,creating a special context atmosphere and active interaction with readers,so as to achieve marketing purposes,generally by cooperating with bookstores,picture book museums,participating in or holding exhibitions,and carrying out cross-border cooperation.Online context marketing can use the online platform to obtain and analyze user data,predict the user’s current psychological situation and actual needs,so as to push the relevant marketing information in the appropriate context,mainly through social media promotion,live marketing,short video marketing and cooperation with e-commerce platforms,etc.,to build a specific virtual context and reader interaction.Children’s picture book integrated context marketing can be based on the reader’s time,location,psychological state and other elements of the context,analysis and prediction of the actual needs of readers,through online and offline linkage,connect or build a specific context,to bring readers a better consumer experience,its operation of two main ways,namely,online and offline linkage to achieve full-context marketing,the use of digital technology to create immersive contexts.Although children’s picture book context marketing has a certain degree of industry practice,but in general,children’s picture book context marketing is still in its infancy,there are many shortcomings.The problems of children’s picture book context marketing are mainly reflected in the lack of in-depth user data mining,lack of innovation in context design,incomplete evaluation of marketing effects,difficulty in integrating online and offline,and immature application of context technology.In the face of the increasingly competitive children’s picture book market,publishers must timely change their marketing thinking,and constantly innovate and optimize their marketing methods in order to gain an advantage in the market competition.Therefore,publishers should fully explore the context-based needs of readers,strengthen the creative design of contexts,establish a perfect marketing effect evaluation system,use the O2 O context marketing model to connect online and offline,and improve the application of context technology.