An Analysis of Innovative Marketing Paths for Children’s Popular Science Books from the Perspective of Trust Theory — A Case Study of DK The Natural History Book

Against the backdrop of the booming children’s popular science book market, intensified homogeneous competition and readers’ trust barriers are restricting the growth of high quality book brands. Drawing on McKinsey’s Trust Theory and the marketing practices of DK The Natural History Book, this paper proposes that marketing innovation for children’s popular science books should advance along three dimensions: content trust, brand trust and scenario trust. Differentiated trust assets can be built through approaches such as “highlighting authority” to showcase selling points, establishing the book identity as an “educational partner”, and “emotion oriented setting” to foster emotional bonds. This research hopes to offer references for the marketing and promotion of domestic children’s popular science books in China.