近年本土文学选本类童书的出版营销共性及发展动向(2014—2017年)——以五种“给孩子……”系列图书为例

The Generality of Publication and Development Trend for Indigenous Children’s Books of Selected Literature in the Recent Years(2014-2017) : Based on 5 kinds of Series of Books “For Children…”

近年国内出版的本土文学选本类系列童书,多请著名的诗人、作家和学者担任主编或编选者,以提高图书的权威性,“名人效应”和品牌效果显著,有利于图书的营销。该类图书大都以“丛书”或“姊妹书”形式出现,做得越来越精美。它以“亲子共读”、孩童启蒙为营销策略,在纸本书之外也提供音频资源,在图书制作与营销上多富创意。这些图书的市场接受普遍较好,也给互联网时代的图书出版与营销提供了许多值得借鉴之处。

In recent years, indigenous children′s series books of selected literature published in China are mostly selected and edited by well-known poets, novelists & scholars in order to increase the authority of books and show the significant effects of celebrities and brands.At the same time, it can help marketing management of books and this kind of books are sold as series of books with more and more exquisite forms and marketing strategies of parent-child reading and children′s enlightenment.Some of them are even sold with audio resources and creative book making and selling.Because of good marketing selling and accepting, it also supplies reference to books publishing and marketing in the internet era.