京剧绘本市场需求调研报告——基于幼儿教师与大众认知

Market Demand Research Report on Peking Opera Picture Books—Based on the Perspectives of Early Childhood Educators and the General Public

摘要: 由于“戏曲进校园”政策推行之后京剧在儿童群体中普及的形式过于单一、理解门槛较高，因此本文以京剧绘本为核心载体展开系统考察，由此自然、妥帖地引出结论：京剧绘本在促进幼儿对传统文化认识的发展方面的价值已被广泛认可，但是儿童实际接触此类绘本的频率极低。用户对画风简洁明快、内容符合3~12岁儿童认知特点的绘本有明确偏好，也对京剧服饰道具、音乐唱腔诸种元素有浓厚兴趣。但毋庸讳言，推广过程中也存在儿童理解难度大、配套教育资源匮乏两大问题。更现实的困境是目前市场以图文形式为主，数字化探索尚处起步阶段且同质化严重。故而本报告提出了构建分级阅读体系、开发配套教育资源、借助短视频平台推广诸种具体策略，真正促进京剧绘本市场化发展及文化传播效能的提高。

Abstract: Since the implementation of the “Opera into Campus” policy, the promotion of Peking Opera among children has been characterized by overly uniform forms and a high threshold for comprehension. Therefore, this paper takes Peking Opera picture books as the core medium to conduct a systematic investigation, leading naturally and appropriately to the following conclusions: although the value of Peking Opera picture books in cultural enlightenment has been widely recognized, the frequency with which children actually encounter such books is extremely low. Users show a clear preference for picture books with simple and lively illustration styles, content that matches the cognitive characteristics of children aged 3~12, and also express strong interest in various elements of Peking Opera, including costumes, props, music, and vocal techniques. However, it must be acknowledged that the promotion process faces two major challenges: the difficulty children have in understanding the content, and the lack of supporting educational resources. An even more realistic predicament is that the current market is dominated by print picture books, while digital exploration is still in its early stages and suffers from severe homogenization. Therefore, this report proposes specific strategies such as developing a graded reading system, creating supporting educational resources, and leveraging short-video platforms for promotion, so as to truly advance the market development of Peking Opera picture books and enhance the effectiveness of cultural dissemination.