Modern Economics & Management Forum

Children's themed publishing is the key work of children's publishing house. With the support of policy, children's themed publications have prominent social benefits, but at the same time, some children's themed publications are also facing the dilemma of "popular but not popular". In order to find the key factors influencing the development of consumers' purchase of children's themed publications, this paper empirically analyzes the factors of readers' preference for children's themed publications based on the Sheth-Newman-Gross value consumption model theory. The results show that functional value, social value and economic value are positively correlated with consumers' attitudes towards children's themed books. On the basis of empirical analysis, this paper puts forward some suggestions for marketing strategies of children themed publications.