Analysis on the Bottlenecks in Development of Chinese Original Children's Picture Book Publishing and the Countermeasures

摘要

The murals appeared in caves in ancient times can be regarded as the prototype of picture book. Later, scroll paintings and comic strips and other forms appeared and gradually formed one of the most popular children's books in the current times. In recent years, the sales of children's picture books in China have soared and driven the development of book retail industry. Compared with mature and scaled picture book publishing market in Europe, America and Japan, China does not have branded picture book publishing house, and the original picture books lack market competitiveness. The development and innovation of Chinese original children's picture book may be boosted by drawing on excellent experience of foreign countries, broadening the material selection of picture books, enriching the expression method of paintings, and focusing on brand marketing and other paths.