A Study On The Present Publishing Situation And Development Strategy Of Picture-book Periodicals In China

Picture books in China journal emerged at the beginning of this century,with the Oriental dolls "magazine was founded in 2005 in the first picture books issue as a starting point,the development of more than 10 years,although in periodical market share is not big,but has a relatively unique market position,to its own characteristics in children and family reading occupies a relatively stable market.This paper takes Chinese picture book periodicals as the research object,adopts the research methods of interview,comparative study and induction,discusses the development process of Chinese picture book periodicals,analyzes their publishing status,finds the problems in their development and puts forward corresponding solutions.From product germination to market formation,and now to the professional development,picture book periodicals have been divided into three categories: story picture book periodicals,information picture book periodicals and academic picture book periodicals.The present situation of picture periodical publishing is mainly analyzed from four aspects: publishing content,binding design,distribution marketing and industrial extension.In terms of publishing content,picture book periodical has a clear positioning,and its target market is picture book consumer groups.Guide periodical editors with picture book concept;Set periodicals around picture books.In the aspect of binding design,the folio design of picture periodical is various.The layout design is novel and beautiful;The media materials are rich and diversified.In the aspect of distribution and marketing,picture periodicals lay emphasis on network channels and pay attention to the construction of characteristic channels.Give full play to the advantages of new media and build an online publicity platform.In the aspect of industrial extension,picture book periodicals develop in the form of periodicals with books,and the interaction between books and periodicals.Build a digital picture book platform;Develop derivative products and expand the picture book industry chain in various ways.In the process of analyzing the present situation of picture periodical publishing,it is found that there are still insufficient implementation of the child-oriented concept and uneven quality of pictures and texts.Network distribution channels scattered,new media marketing is weak;The copyright development degree of picture books is low,and the industrial extension is insufficient.This paper argues that to solve these problems,picture book periodicals should cultivate professional picture book editing teams,fully explore author resources,build a diversified distribution channel system relying on the network,and pay attention to the in-depth development of picture book copyright.Only in this way,can the maturity of picture book periodicals be improved,the market of picture book periodicals be further expanded,so that they can participate in the building of picture book industry chain,and promote the sustainable and healthy development of picture book industry.