Abstract:

In the mordern publishing industry of China,“Zhang Qiulin”represents three kinds of meanings:a wise and forward-looking professional perspective, an indomitable spirit of exploration and good occupation ethics of serving writers. With nearly 30-years’publishing experience in children’s books,in ceaseless pursuiting of higher level of innovation and greater influence of brand，he interprets the concept of “communicating with children in books” in the area of children’s books, making his voice heard in the contemporary publishing history of China, and his ideas are of great value for reference and direction for the current second-phase reform of cultural system and mechanism.

Key words: Innovation, 　Brand, 　Children&rsquo, s books, 　Communicating