The work has come to an end inadvertently. What awaits us ahead are new work goals and challenges, for which we need to seriously write a plan. So do you know how to write a planning book? Below is a marketing plan that I have compiled for you. It is for reference only. Let’s take a look at it together.
1. Background analysis
In today’s early education and kindergarten education stages, picture books are used more and more, and their educational significance becomes more and more prominent. Picture books are loved by infants and young children in family education, early education, parent-child kindergartens, and kindergartens, and are welcomed by parents.
Picture books (picture books) originated in the West, and the phrase picture books originated from Japan. In a more strict sense, picture books are picture story books. In picture books, pictures and text are in a balanced relationship. The pictures are not meant to interpret the text. Some even have pictures without text. In picture books, pictures and text both play the role of telling stories.
2. Market Analysis
First of all, picture books are mainly based on pictures, which are more vivid and intuitive, which can meet the cognitive characteristics of infants and young children's image thinking and can arouse child's interests.
Thirdly, the pictures in the picture books are exquisite, which can cultivate children's aesthetics and cultivate children's emotions, which is important in children's lives. These emotional abilities and aesthetic abilities cultivated by exquisite patterns cannot be replaced by words.
Thirdly, picture books can activate children’s imagination and better cultivate children’s creativity. Most of the picture books are pictures, and one picture can express different contents, which leaves ample space for children's imagination to fully develop their imagination. Moreover, picture books, as a carrier, have different interpretations in different cultural backgrounds, which also provide good opportunities for the development of children's imagination and creativity.
Finally, picture books are helpful in cultivating interpersonal skills. Picture books are pictures and texts, a carrier of language. When using them, in addition to children's own dialogue and reading through their own cognition, imagination, and thinking, they are also a good carrier for communication with others. In the parent-child relationship, using family affection as the bond and picture books as the carrier can not only cultivate the intellectual development of infants and young children, but also enhance the friendship between parents and children. In the interactions between children, it can also cultivate communication skills, language expression skills, and cooperation. abilities, etc.
3. Consumer Analysis
The famous physiologist Pavlov has a famous saying: "If a baby starts education on the third day after birth, it will be two days late." This means that education should be Start early, the earlier the better. From the moment the baby is born, parents must think about the baby's education. Normal children can be raised to be very good children as long as they are educated properly after birth. From the moment he is born, the baby begins to feel everything around him. He is like a sponge, constantly absorbing all kinds of information, constantly enriching his brain, and constantly establishing various conditioned reflexes. He has a great desire for knowledge and a great ability to accept. Strong, the learning effect is astonishing and beyond our imagination.
Scientific research has proven that when a baby is born, the brain weighs 400 grams, reaching 25% of the adult’s intelligence. It rapidly develops to 50 in six months, 66 in 1 year old, and 80 in 3 years old. As the saying goes, "three years old" "Determined for life" means that the baby's intelligence, physical fitness, and personality have been set for more than 80 years at the age of three. At the same time, 0-3 years old is still the sensitive period for the fastest development of motor, language and other abilities. At this time, with the encouragement and participation of parents, children can complete targeted intelligence development training to get twice the result with half the effort. This shows how important early education is for children.
However, many parents will fall into misunderstandings due to the diversified models of early education. In fact, early education and primary school education models are different: they grow through children’s activities—playing, touching, and walking. Some abilities are not simply knowledge transfer. Many parents regard early childhood education institutions as kindergartens and playgrounds. The purpose of bringing their children to early childhood education institutions is to let the children interact with each other. Putting children in class with this kind of thinking will not have any effect.
The first priority of early education is to cultivate children's interest in learning and guide children to form good behavioral habits. Skills should not be overemphasized. In addition, parents are the key to the success of early childhood education. Parents are their children's first teachers, so as parents, we must choose a correct education model, so as to bring a different life to our children. Nowadays, there is a very fashionable saying in our country, which is "Don't let your children lose at the starting line." I particularly agree with this sentence, but the key is to figure out where the "starting line" is? There are too many "starting lines" at the moment, which makes people confused. Therefore, picture book library is a good choice. Parents can definitely have a different experience here with their children. Early reading is related to children's lifelong happiness. It is the responsibility and mission of librarians to understand reading through picture books, fall in love with reading, and strive to create a happy children's reading world.
IV. SWTO Analysis
A. Advantages:
(1) Help children learn language
Good picture books, pictures play a role Powerful function, the creation of the text part is more poetic, some are like fantasy fairy tale poems, and some are like narrative prose poems. Frequently reading poetic and imaginative language to your baby can help your baby learn their mother tongue. At the same time, reading picture books to children is also an activity to establish a positive parent-child relationship with children. From this, parents are also beneficiaries. They can understand their children, enhance their close relationship with them, and get happiness from children's books together.
(2) Cultivate children's artistic sentiment
Picture books are mainly based on pictures. With the help of rich pictures, children will feel easier when reading text. Picture books have a more direct impact on children’s visual impact than knowledge. Most of the pictures in current picture books are works by well-known illustrators in the world, showing the styles and artistic pursuits of different artists. These well-made master-level picture books, with exquisite brushwork, exquisite pictures, and clever composition and color schemes, can invisibly infect children with aesthetics, stimulate their rich imagination, and lead to creativity. Picture books inspire children's emotions, imagination, sensitivity and aesthetic sense, which is the source of their future success and happy life.
(3) The most powerful thing about making children fall in love with reading picture books is that they can help children fall in love with reading. Through small picture books, they have already broken through thousands of books and traveled thousands of miles. The world in his eyes has become richer and more beautiful. Some people may say, can children "understand" it? In fact, as long as they like, are fascinated, and have a sincere love for beautiful art, this is enough. Of course, children's reading learning requires conscious and careful organization by parents and teachers. Young parents should have time to share the knowledge and fun brought by picture books with their babies. Starting from reading picture books and maintaining the habit of reading with children is to continuously maintain a channel of communication with children. In this sense, parents not only play a key role in cultivating children's reading habits, but are also the biggest beneficiaries of this activity.
(4) Help children improve their personality
Reading an excellent picture book is as enjoyable as visiting an art gallery. The picture is particularly beautiful, and the connotation is worth chewing over and over again.
Preschool children are in the age of "reading pictures". Picture book stories cross national borders and travel through various cultural backgrounds. Through the pictures, children can enter different worlds. Therefore, reading picture books can stimulate children's emotions, which allows children with limited literacy to gain more perceptions through reading pictures. From rich and vivid stories, they can learn to accept their so-called "flaws" actively and calmly, learn to face life with a humorous attitude, learn to fully enjoy warm family and friendship, and learn the spirit of teamwork and sharing... And after all these perceptions and understandings are gathered together, they will eventually become children's growth experience. Therefore, sharing picture books with children can help them build a sound personality and lay a spiritual foundation for a lifetime of happiness.
B. Disadvantages:
Picture books are still a new thing and rarely enter the horizons of local parents and children.
"Some parents generally have the mentality of "after reading a book, they must let their children understand a truth at once" when instructing their children to read, so they still have doubts about picture book reading promotion activities. In addition, libraries are different from schools and do not As a fixed audience of children (readers), the words spoken by library picture book promoters do not have the same authority and obedience as teachers.
C. Opportunity:
Children’s picture books are an emerging medium for early childhood education in China, with huge potential educational demand. Nowadays, the vast majority of young parents are intellectuals, and they are paying more and more attention to their children’s education in this area. At present, there are only one real picture book library in Beijing and Shanghai (Populan Picture Book Museum). Even professional children's bookstores are rare in Changsha. Therefore, in order to let more children enjoy the immersion of picture books and develop their language. , imagination, creativity, and cultivating the good habit of reading. Establishing a picture book library in this city is a good opportunity.
5. Product positioning
The target group is mainly at home. Children aged 0-14 years old
6. Marketing strategy
(1) Conduct market research
Purpose: First, let consumers have a clearer understanding through surveys The form of the picture book product allows them to understand that it is a new form of early childhood education from China and Japan, and is a new and excellent model of early education for children.
Secondly, learn about the location through investigation. Which class and age group of families in the city need this consumption? In other words, this market research is not actually a question of who consumes it, but a question of how to introduce this product and attract a wide range of consumers. /p>
Specific steps:
Step one: Make a market survey about picture books.
Step two: Buy a good map of commercial zoning and analyze it. The surrounding conditions of the street, the distribution of transportation, property, commerce, institutions, enterprises, schools, etc., the distribution of residential areas within 3 to 5 kilometers, and the occupation types of the people living there, and cultural characteristics should be the most obvious feature of picture book product consumption, followed by income. , it is very important to define the cultural level of consumers. People who value culture and education should be the forerunners of this product; Step 3: According to the distribution on the map, choose to enter residential areas, kindergartens, and large units, and enter Families, find families with children aged 0-14 years old, and do face-to-face interviews. It doesn’t need too many, as long as they are representative, 20 or 30 can explain the problem. Find a few families first, chat casually, and make a serious summary after returning. , aftertaste, generate an outline or a simple questionnaire to ask questions again, the focus should be on product acceptance, street location, price, number of consumers, types of products they are interested in, why, etc., and then go home and organize it into written content; Chapter 2 Step 4: Comprehensively organize and write out the conclusion text, pictures, data, etc. of the above investigation and analysis, and then draw and write your own investigation results based on some of your own feelings.
(2) Advertising strategy
Step 1: First, create our own posters and leaflets for our picture book library, establish a website that belongs to our company, and create a good publicity video.
Step 2: Next, print 20xx leaflets. Using student connections, organize 20 students to go to major shopping malls, communities, streets, libraries, kindergartens and other places to distribute leaflets, leave contact information with interested and willing parents, and record some of their ideas and opinions at any time. Suggestions for later tracking and improvement.
Step 3: Telemarketing. First, conduct phone interviews with acquaintances, relatives, teachers, and classmates who have needs for this service, and register those in need, so as to attract them to become members of our library with unique service advantages and influence.
VII. Reference services
1. Rental picture books
(1) Membership system. The annual fee is ____ yuan, and the borrowing limit is ____ books each time, and the period is ____.
If the payment is not returned after the due date, the deposit of ____ yuan will be deducted.
(2) Free. If you register for other courses in the picture book library, you can become a member for free.
(3) Members provide door-to-door express delivery service.
(4) Internet rental service.
2. Reading in the library
(1) The interior of the library is warm and environmentally friendly, providing a convenient reading environment for parents and children.
(2) No time limit, no restrictions.
(3) Children can be taken care of on behalf of their parents.
3. Storytelling session
(1) Interpret the picture books in the museum.
(2) Play electronic picture books and animation picture books.
(3) Promotion activities of publishing houses.
(4) Cultivate several story sisters and story brothers who are loved by parents and children.
4. Sharing of parenting experience
(1) Value-added services for parents.
(2) Mom knows.
5. Art curriculum system
(1) Art
(2) Music
(3) Ceramics
(4) Handicraft class
(5) Performance
6. Psychological counseling
(1) Children's psychological analysis
( 2) Parental psychological counseling
7. Travel
(1) Organize outings, outdoor activities, inter-provincial travel, overseas travel, educational travel, and exhibition travel for children in the museum
(2) Focus on education and experience.
8. Integration and sharing of picture book information
(1) Annual best, international best, expert recommendation;
(2) Classification. Technology, story, inspirational, cognitive.
(3) Reading guide
(4) Make an electronic version and send it to members and potential readers.
8. Implementation Strategy
The first step is to set up a preparatory group for the creation of a picture book library, plan and implement early reading activities for children, form a daily management team, and design and produce educational toys. Including the design, arrangement, production and use of picture books. In the second step, the preparatory team determines the development content of the picture book library. In the early stage of establishment, the content can include: lectures by picture book reading experts, parent-child experience of picture book reading, guidance on picture book teaching skills, picture book lending, etc. The third step is to seek cooperation with similar units, bookstores, publishing houses, related websites, etc. in the daily development process. Set up a group to collect outstanding picture books from the mainland, as well as classic picture books from Hong Kong, Taiwan, Japan, Europe and the United States. As a base, the picture book library should collect a large number of excellent picture books from various places and cultures, and hold regular activities to promote the concept of picture books to the outside world through parents and friends, so that more readers can learn to purchase and use picture books. In addition, in order to better enhance the cultural atmosphere of the picture book library, it is recommended that the picture book library make some special designs: such as setting up a graffiti area for making children's picture books, various picture books to decorate the facade of the picture book library, and pictures containing picture book stories. floor, a staircase that leads to a circular glass window, a miniature screen that scrolls cartoons on a bookshelf.
9. Suggestions
Our library can provide children with reading inspiration through vivid story telling, projection playback, simulation performances, scene reproduction, on-site interaction, etc. In view of the content and enlightening significance of the picture book, the story will be divided into multiple themes and multiple series.
At the same time, activities are not only carried out in the museum, but also radiated to kindergartens, communities, and streets, allowing more children to experience the charm of picture book reading without distinction. Secondly, turn picture book reading into a picture book drama performance competition, which can give children a platform to exercise themselves, cultivate their performance abilities from an early age, and showcase their respective styles.
In order to improve the professional quality of the picture book library, some kindergarten teachers can be hired to take turns telling a story session every month. At the same time, the "Picture Book Museum Moms" story group has been established to recruit fathers and mothers who like picture books and can tell picture books to volunteer to tell picture books to their children, which can better enhance the relationship between parents and children.