开展幼儿性教育有助于幼儿身心健康发展。《中华人民共和国未成年人保护法》也明确指出：“学校、幼儿园应当对未成年人开展适合其年龄的性教育。”国家层面的重视以及社会上频发的幼儿被性侵案件也引起家长对幼儿性教育的重视。各出版社也涉足幼儿性教育绘本的出版领域，为家庭性教育提供了有力工具。由于幼儿性教育在我国发展时间较短，家长对幼儿性教育绘本的认知程度与接受程度仍然较低，这也限制了幼儿性教育绘本功能的有效发挥。因此如何通过有效的营销策略使幼儿性教育绘本能够进入家长的视野并促使其购买成为促进家庭性教育发展的关键点之一。性教育绘本的营销问题值得关注。

借助AISAS消费者行为模型，以家长的需求与行为为视角，在梳理当下我国幼儿性教育绘本出版以及新媒体营销现状的基础上，通过向3-6岁幼儿家长发放调查问卷并进行访谈获取相关的数据，从AISAS模型“吸引注意”“激起兴趣”“信息搜索”“购买行动”和“信息分享”五个维度分析幼儿性教育绘本在当前新媒体营销中的存在的问题，并提出针对性建议。

通过问卷与访谈发现，家长对性教育重要性的感知影响后续“绘本认知”“购买行动”等多环节，幼儿性教育绘本的新媒体营销存在以下问题：家长对性教育重要性感知存在偏差，圈层化阻隔信息传播，专业内容输出尚未满足家长需求，绘本试读内容布局不够合理，图画裸露程度与评论差异影响购买行为，性教育话题特殊性与分享场景缺乏阻碍分享。最后，对于这些问题，基于AISAS模型的五个行为阶段尝试性地给出一些改进策略。出版机构可以选取重点平台，圈层化运营账号，并借助热点话题帮助家长树立科学的性教育观念。在新媒体平台中通过专业内容输出来吸引家长，满足其信息需求。同时完善内容布局提供多入口的试读内容，并对社交平台上的负面反馈采取针对性的措施。在平衡绘本内容的科学性与家长需求的前提下，通过专业团队创作全方面提升绘本内容质量。最后通过一定物质激励以及话题设置来促进消费者的分享行为。通过对幼儿性教育绘本新媒体营销问题及对策的研究，提升家长对于幼儿性教育绘本的认知度与接受度，促进家庭性教育的发展。

Carrying out sex education for young children contributes to the healthy physical and mental development of young children. The Law of the People's Republic of China on the Protection of Minors also clearly states: “Schools and kindergartens shall carry out age-appropriate sex education for minors.” The attention paid by the state and the frequent cases of sexual abuse of young children in society have also drawn the attention of parents to sex education for young children. Publishers have also ventured into the field of publishing illustrated books on early childhood sex education, providing a powerful tool for family sex education. Since the development of early childhood sex education in China is relatively short, parents’ awareness and acceptance of early childhood sex education picture books are still low, which also limits the effective function of early childhood sex education picture books. Therefore, how to make early childhood sex education picture books enter parents’ view and encourage them to buy them through effective marketing strategies has become one of the key points to promote the development of family sex education. The marketing of sex education picture books deserves attention.

In this thesis, with the help of the AISAS consumer behavior model, and from the perspective of parents’ needs and behaviors, on the basis of combing the current situation of the publication of children’s sex education picture books and the marketing of new media in China, this thesis obtains the relevant data by distributing questionnaires to parents of young children aged 3-6 and conducting interviews. From these data, we analyze the problems of sex educational picture books in the current new media marketing, and put forward targeted suggestions based on AISAS model.

Through questionnaires and interviews, it is found that parents’ perception of the importance of sex education influences the subsequent“picture book awareness”, and “purchase action”. The following problems exist in the new media marketing of early childhood sex education picture books: parents’ perception of the importance of sex education is biased, the circle system hinders the dissemination of information, the output of professional content has not yet met the needs of parents, the layout of the contents of the picture books is not reasonable enough, the degree of nudity of the pictures and the differences in the comments affect the purchasing behaviors, and the lack of the specificity of the topic of sex education and the lack of the scene of sharing hinders the sharing. Finally, for these problems, this thesis tries to give some improvement strategies based on the five behavioral stages of AISAS model. Publishing organizations can select key platforms, operate accounts in circles, and help parents establish scientific concepts of sex education with the help of hot topics. Attract parents through professional content output in new media platforms to meet their information needs. At the same time, improve the content layout to provide multi-entry trial reading content, and take targeted measures against negative feedback on social platforms. On the premise of balancing the scientific nature of picture book content and parents’ needs, the quality of picture book content is improved in all aspects through professional team creation. Finally, through certain material incentives and topic setting to promote consumer sharing behavior. Through the study of new media marketing problems and countermeasures of early childhood sex education picture books, we can enhance parents' awareness and acceptance of early childhood sex education picture books and promote the development of family sex education.