A Study On The Promotion Of Picture Book Reading In Zhejiang Children’s Publishing House From The Perspective Of Brand Communication

Under the guidance of the national reading promotion,the promotion of children’s picture book reading in China has achieved great results at the practical level.As children’s picture book reading has become popular,the trend of branding picture book publishing in the children’s book market is significant as well.Therefore,there is a shift from book publishing to brand communication behavior in publishers’ picture book reading promotion activities.This paper takes Zhejiang Children’s Publishing House,which has achieved rich results in the production and reading promotion of original picture books,as the research object,and summarizes the brand reading promotion strategies of picture book publishing through empirical analysis from the perspective of brand communication.This paper aims to provide publishing enterprises a new perspective and some references of picture book reading promotion.Through a combination of case study,participatory observation,and in-depth interview,this paper seeks to uncover the process and experience of Zhejiang Children’s Publishing House’s brand reading promotion for picture books.This paper firstly summarizes the composition of its picture book publishing brand.On this basis,this paper reviews the formation process of the promotion of picture book reading in this publishing house.And it analyzes the special project named Zheshao Story Reading Club in detail.This paper examines the publisher’s strategies,as outlined in the Diffusion of Innovations theory,in the five stages of reader awareness,persuasion,decision-making,implementation,and confirmation.The brand owner mainly adopts the strategies of producing differentiated picture book content,integrating various media resources,collaborating with opinion leaders,using the celebrity effect,maintaining public relations,providing parent-child reading experiences,improving technical support for picture book reading,and changing the role of editors and interactive thinking.The promoter anticipates employing these tactics to augment the impact of the promotion.This paper,at long last,brings to light certain issues with the promotion process and proffers some proposals.On the one hand,this paper tries to understand picture book reading promotion from the perspective of brand communication and explore children’s reading promotion strategies,and on the other hand,it also provides some ideas and references for publishers to carry out picture book reading promotion practices.