民国时期《论语》半月刊经营之道初探

20世纪30年代,由林语堂主编的幽默刊物《论语》半月刊曾风靡一时,在社会上掀起一股幽默的热潮,并且实现了一定的经济效益。这主要归功于其独特的经营之道:其一,强烈的品牌意识;其二,独具个性的办刊理念;其三,雅俗共赏的风格;其四,低廉成本、多重效益。《论语》半月刊经营上的成功经验可以为今天的出版界提供启迪和借鉴。

An Exploratory Study of the Management Strategy of Fortnightly Analects During the Period of the Republic of China

The humour journal Fortnightly Analects edited by Lin Yutang was all the rage,raised a humour upsurge in the society and realized a certain economic benefit in the 1930s.It attributed to its unique management strategy:first,the strong brand awareness;second,the unique characteristics of the concept of running the journal;third,the style to suit both refined and popular tastes;finally,the lower production costs and the multiple benefits.The Successful Experience of its management may provide the enlightenment and lessons for the present publishing circles.