跨界营销背景下童书的畅销因素研究--基于21个童书跨界营销案例的模糊集定性比较分析

Research on Best-selling Factors of Children’s Books in the Context of Cross-border Marketing:Fuzzy Qualitative Comparative Analysis(fs QCA)based on 21 Cross-border Marketing Cases of Children’s Books

[目的/意义]跨界营销是童书营销的新思路,为提升童书跨界营销效果,推动童书出版事业的发展,本研究对跨界营销背景下童书的畅销因素展开分析。[方法/过程]依据跨界营销和童书出版的特性,以21个童书跨界营销案例为样本,运用模糊集定性比较分析法(fs QCA)进行分析,旨在探究促进童书在跨界营销中畅销的因素及各种因素之间的相互影响。[结果/结论]研究发现,图书质量和合作企业的儿童服务针对性是跨界营销下童书畅销的两个充分条件,通过进一步的条件组合分析发现,跨界营销童书的畅销需要各种因素的有效组合,其中以内容为主和以活动为主的两种条件组合方式影响作用显著。此外,不同类型的跨界童书畅销有特殊的生成路径,表明童书跨界营销要有针对性展开。

[Purpose/significance]Cross-border marketing is a new idea of children’s book marketing.In order to improve the cross-border marketing effect of children’s books and promote the development of children’s book publishing,the study analyzes the best-selling factors of children’s books in the context of cross-border marketing.[Method/process]Based on the characteristics of cross-border marketing and children’s book publishing,the research takes 21 cases of cross-border marketing of children’s books as samples and uses fuzzy qualitative comparative analysis(fs QCA)to analyze,aiming to explore the factors that promote the best-selling of children’s books in cross-border marketing and the mutual influence among various factors.[Result/conclusion]The study finds that the quality of books and the pertinence of children’s services of cooperative enterprises are two sufficient conditions for the best-selling of children’s books under cross-border marketing.Through further analysis of the combination of conditions,it is found that the best-selling of children’s books in cross-border marketing requires an effective combination of various factors.The two types of conditional combinations,namely content-based and activity-based,have significant effects.In addition,different types of cross-border children’s books best-selling have special generation paths,indicating that cross-border marketing of children’s books should be carried out in a targeted manner.