I. Background analysis
At the present stage of early education and kindergarten education, picture books are used more and more, and their educational significance is becoming more and more prominent. Picture books are loved by infants and welcomed by parents in family education, early education, parent-child parks and kindergartens.
Picture books originated in the west, and the phrase picture books originated in Japan. More strictly speaking, a picture book is a kind of picture story book. In picture books, graphics and text are a balanced relationship, not pictures to interpret words, and some even have no words but pictures. In picture books, * * * plays the role of telling stories through pictures and texts.
Second, the market analysis
First of all, picture books are based on pictures, which are more vivid and intuitive, and can meet the cognitive characteristics of infants' visual thinking and arouse children's interest.
Thirdly, the beautiful pictures in picture books can cultivate children's aesthetics and cultivate their emotions, which is very important in children's lives. The emotional and aesthetic abilities cultivated by these exquisite patterns are irreplaceable by words.
Third, picture books can activate children's imagination and better cultivate their creativity. Most picture books are pictures, and one kind of picture can express different contents, leaving enough space for children's imagination to give full play to it. Moreover, as a carrier, picture books have different interpretations in different cultural backgrounds, which also provides a good opportunity for children's imagination and creativity.
Finally, picture books are conducive to cultivating interpersonal skills. Picture books are illustrated with pictures and texts, and they are the carrier of language. When using them, in addition to children's own conversations and reading through their own cognition, imagination and thinking, they are also good carriers for communicating with others. In the parent-child relationship, family ties and picture books can not only cultivate the intellectual development of infants, but also enhance the friendship between parents and children. In the interaction between children, we can also cultivate communication ability, language expression ability and cooperation ability.
Third, consumer analysis.
Pavlov, a famous physiologist, famously said, "On the third day after a baby is born, it is two days late to start education." In other words, education should start as soon as possible, and the sooner the better. From the moment the baby is born, parents should think about the baby's education. Normal children, as long as they are properly educated after birth, can be cultivated into very excellent children. From the moment of birth, the baby began to feel everything around him, constantly absorbing all kinds of information like a sponge, constantly enriching his brain and constantly establishing various conditioned reflex. Its great thirst for knowledge, strong acceptance and amazing learning effect are beyond our imagination.
Scientific research has proved that when a baby is born, his brain weighs 400g, which is 25% of adult intelligence. After half a year, it quickly developed to 50%, 65,438+0 years old reached 66%, and 3 years old reached 80%. As the saying goes, "three years old is a lifetime", which means that the intelligence, physical quality and personality of the baby at the age of three have been shaped by more than 80%. At the same time, 0-3 years old is the sensitive period of the fastest development of sports and language skills. At this time, with the encouragement and participation of parents, children can complete targeted intelligent development training with half the effort. This shows the importance of early education to children.
However, due to the diversity of early education models, many parents go astray. In fact, early education is different from the primary education model: children's ability is improved through their activities-playing, touching and walking-rather than simply imparting knowledge. Many parents regard early education institutions as kindergartens and playgrounds. The purpose of taking children to early education institutions is to get them in touch with each other. It's no use letting children go to class with this idea. Early education should first cultivate children's interest in learning and guide them to form good behavior habits, and should not overemphasize skills. In addition, parents are the key to the success of early education. Parents are their children's first teachers, so parents must choose the right education model, which will bring different life to their children. Now, there is a particularly fashionable saying in China, which is "Don't let children lose at the starting line". I especially agree with this sentence, but the key is to find out where the "starting line" is. At present, there are too many "starting lines", which makes people a little lost. So the picture library is a good choice. Parents and children can definitely have different experiences here. Early reading is related to the happiness of a child's life. It is the responsibility and mission of librarians to understand reading with picture books, love reading and strive to create a happy reading world for children.
Fourthly, SWTO analysis.
A. advantages:
Help children learn languages.
Good picture books and pictures play a powerful role, and the writing part is poetic, some like fantasy fairy tales and some like narrative prose poems. Reading poetic and imaginative language to your baby often can help your baby learn his mother tongue. At the same time, reading picture books to children is also an activity to establish a positive parent-child relationship with children. As a result, parents are also beneficiaries, who can understand their children, enhance their close relationship with them and get happiness from children's books together.
(B) to cultivate children's artistic sentiment
Picture books are mainly pictures, and with the help of rich pictures, it is easier for children to read words. The visual shock of picture books to children is more direct than the knowledge effect. At present, most of the pictures in picture books are the works of world famous illustrators, which show the styles and artistic pursuits of different artists. These well-made master picture books, with exquisite pens, exquisite pictures, clever composition and color matching, invisibly infected children's aesthetics and stimulated their rich imagination and creativity. The inspiration of picture books to children's emotion, imagination, sensitivity and aesthetic feeling is the source of their future success and happy life.
(3) The most powerful thing for children to fall in love with reading picture books is to help children fall in love with reading. Through a small picture book, they have broken thousands of books and traveled to Wan Li Road, and the world in his eyes is richer and better. Some people may say, can children see "understand"? In fact, as long as they like, are fascinated and really love beautiful art, that's enough. Of course, children's reading and learning need to be carefully organized by parents and teachers consciously. Young parents should have time to share the knowledge and fun brought by picture books with their babies. From the beginning of reading picture books, we have always maintained the habit of reading with our children, that is, we have constantly maintained channels of communication with our children. In this sense, parents not only play a key role in cultivating children's reading habits, but also are the biggest beneficiaries of this activity.
(D) to 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 repeatedly.
Preschool children are at the age of "reading pictures", and picture book stories cross national boundaries and various cultural backgrounds, allowing children to enter different worlds through pictures. Therefore, the reading of picture books makes children's emotions influenced by pottery, so that children with little literacy can gain more perception by reading pictures. From the rich and vivid stories, they can learn to accept their so-called "defects" positively and frankly, learn to face life humorously, learn to fully enjoy warm family and friendship, and learn the spirit of teamwork and sharing ... All these will eventually become the growth experience of children together. Therefore, sharing picture books with children can help him build a sound personality and lay a good spiritual foundation for his life's happiness.
B. Disadvantages:
Picture books, like new things, rarely enter the field of vision of local parents and children. "Some parents generally have the mentality of' children must understand a truth at once after reading a book', so they still have doubts about the picture book reading promotion activities. In addition, unlike schools, libraries have no fixed audience (readers) for children, so what picture book promoters say to children will not be as authoritative and necessary as teachers.
C. opportunities:
As a new carrier of preschool education in China, children's picture books have huge potential demand for education. Nowadays, the vast majority of young parents are intellectuals, and they pay more and more attention to their children's education in this area. At present, there is only one real photo library in Beijing and one in Shanghai (Popland Photo Library). Even professional children's bookstores are rare in Changsha. So in order to let more children enjoy the infiltration of picture books, develop children's language, imagination and creativity, and cultivate children's good habits of reading. This is a good opportunity to create a picture book library in this city.
Verb (abbreviation of verb) product positioning
The target population is mainly children aged 0- 14 at home.
Six, marketing strategy
(A) to do market research
Objective: First of all, through investigation, let consumers know more clearly about the product form of picture books, and let them know that it is a new form of early childhood education from China and a new excellent model of early childhood education.
Secondly, through investigation, we can know which classes and age groups of families in the city need this kind of consumption. In other words, this market survey is not to know who is consuming, but to know how to introduce this product and how to attract consumers widely.
Specific steps:
Step 1: Do a good job of market research on picture books.
Step 2: Buy a map with good business division, and analyze the situation around the street and the distribution of traffic, property, business, institutions, enterprises and schools. , the distribution of residential areas within 3 to 5 kilometers, and the occupational types of residents. Cultural characteristics should be the most obvious characteristics of product consumption, followed by income, and it is very important to define the cultural level of consumers. People who attach importance to culture and education should be pioneers of this product; Step 3: According to the distribution on the map, choose to enter residential areas, preschool classes and large units, enter families, find families with children aged 0- 14, and conduct face-to-face interviews. Don't need too much, as long as there are representatives, twenty or thirty can explain the problem. Find a few first, talk casually, sum up your memories carefully after you come back, and produce an outline or a simple question. The fourth step: comprehensively sort out and write the conclusion words, pictures and data of the above investigation and analysis, and then write your own investigation results according to your own feelings.
(B) advertising strategy
The first step: first, make posters and leaflets belonging to our photo library, establish a website belonging to our company, and make promotional videos.
Step 2: Next, print 20xx leaflets. Using students' contacts, organize 20 students to distribute leaflets in major shopping malls, communities, streets, libraries, kindergartens and other places, and leave contact information for interested and willing parents, and record some ideas and suggestions they give at any time, so as to follow up and improve later.
Step 3: Telemarketing. First of all, we will interview some acquaintances, relatives, teachers and students' families who need this service by telephone, and register those who need it, so as to attract them to join our library with unique service advantages and influence.
Seven. Service items for reference
1, renting picture books
(1) member. The annual fee is _ _ _ _ yuan, and you can borrow _ _ _ _ books at one time for _ _ _ years. If it is overdue, the deposit of _ _ _ _ yuan will be deducted.
(2) Free system. If you register for other courses in the photo library, you can become a member for free.
(3) Members provide door-to-door express service.
(4) Network rental service.
Step 2 read in the library
(1) The layout of the museum is warm and environmentally friendly, providing a convenient reading environment for parents and children.
(2) Unlimited time, unlimited.
(3) you can take care of your children on behalf of your parents.
3. Story meeting
(1) Interpreting the picture books in the library.
(2) Play electronic picture books and animation picture books.
(3) Promotion activities of the publishing house.
(4) Cultivate several story sisters and story brothers who are deeply loved by parents and children.
4. Share parenting experience
(1) Value-added services for parents.
(2) Mom will.
5. Art curriculum system
(1) art
② Music
(3) Ceramic art
(4) handicraft courses
(5) Performance
6. Psychological counseling
(1) children's psychological analysis
(2) Parents' psychological counseling
7. Travel
(1) Organize children's outings, outdoor activities, inter-provincial tours, overseas tours, educational tours and exhibition tours.
(2) Education and experience are preferred.
8. Integration and sharing of picture book information
(1) Best in the year, best in the world, recommended by experts;
(2) classification. Technology, story, inspiration, cognition.
(3) Reading instruction
(4) Make it into an electronic version and distribute it to members and potential readers.
Eight, the implementation strategy
The first step is to set up a preparatory group for picture book creation, plan and implement children's early reading activities, set up a daily management team, and design and make educational toys. Including the design, arrangement, production and use of picture books. In the second step, the preparatory group will determine the content of the picture book library. At the initial stage of creation, the content can involve: expert lectures on picture book reading, parent-child experience of picture book reading, teaching skills counseling of picture books, picture book borrowing and so on. The third step is to seek the cooperation of similar units, bookstores, publishing houses and related websites in the daily development process. Set up a team to collect excellent picture books in the mainland, and collect classic picture books from Hong Kong, Taiwan, Japan, Europe and America. As a base, the picture book library should concentrate a large number of excellent picture books from all over the world, hold regular activities, publicize the concept of picture books to the outside world through parents and friends, and let more readers learn to buy and use picture books. In addition, in order to better contrast the cultural atmosphere of the picture book library, it is suggested that the picture book library do some special designs, such as setting up a graffiti area for making children's picture books, decorating the facade of the picture book library with various pictures, a floor containing picture book stories, a staircase leading to a circular glass window, and a miniature screen for scrolling cartoons on the bookshelf.
Nine. suggestion
Our library can enlighten children by telling stories, projecting, simulating performances, scene reappearance and live interaction. According to the content and enlightenment significance of picture books, the story is 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, so that more children can feel the charm of picture book reading. Secondly, interpreting picture book reading into a picture book drama performance competition can give children a platform to exercise themselves, cultivate their performance ability from an early age and show their own styles. In order to improve the professional quality of picture books, we can hire some kindergarten teachers and hold a story meeting once a month in turn. At the same time, the story group of "picture book house mom" was established to recruit parents who like picture books and can speak, so as to better enhance the feelings between parents and children.