| The publishing’s mission is to communicate culture and innovate new culture, profits is the means for the publishing to accomplish its mission. Culture has multiple levels, such as physical culture, institutional culture, behavioral culture. Enterprise system belongs to institutional culture, it is also a kind of culture communication. The research subject is "The Private Publishing’s Enterprise System in the Republic of China Period", taking World Book Company and Dah Tung Book Company as cases. The dissertation uses theories of cultures, communication and new institutional economics to study. The dissertation has two purposes:(1) How to establish and improve the publishing enterprise system and its implementation mechanism by formal enterprise system?(2) Is it possible to build the publishing enterprise system with cultural characteristics by informal enterprise system? If the answer is "yes", how to build?The main body of the dissertation includes formal enterprise system and informal enterprise system. Formal enterprise system includes property rights system, personnel management, production management, marketing management,and so on.,the first to the fourth chapter discusses it. Informal enterprise system is the collection of behavior culture and mentality culture of the enterprise’s members, it includes entrepreneurs’values and enterprises’customs, the fifth chapter discusses it.Property rights refers to the people form a series of relations around property, property right system is the relations’institutionalization. The first chapter discusses investors’the relations around property of World Book Company and Dah Tung Book Company. Floating stocks is the main method to raise capital, the stocks of the publishing companies were welcome by the investors.Commercial Press, Chung Hwa Book Company, World Book Company, Dah Tung Book Company, all of them had bureaucratic capital in their capital. Different companies had different bureaucratic capital accounting in different times. The capital of World Book Company and Dah Tung Book Company had an evolution that from good sense business to depend on bureaucratic capital. Dominated by private capital, entrepreneurs had sense of "business is business". However, under the guidance of bureaucratic capital, entrepreneurs tended to be a bureaucratic or guest, they were short of power for operating. Capital structure determines the position of publishing enterprise’s culture communication activity. The combination of capital incentive and cultural incentive is an effective way to optimize the model of incentive mechanism of enterprises.In the second chapter, the author sets out to analyze the regulations regarding human resource management and striking-related behaviors of employees. Human resource management is one of the institutional functions of any organization. It deals with planning, organizing, leading, coordinating and controlling of series of management activities. Leading presses including Commercial Press, Chung Hwa Book Company, World Book Company, Dah Tung Book Company, have made a number of attempts in enhancing its institution capacities in the period the The Republic of China. That included:exam-based open recruiting for all positions but senior management and professional editors; provision of flexible working hours. Commercial Press was the first press that ran under 8 hour shift during that time. In the meanwhile, company employees, especially printing workers had multiple fights against the authority of the press. The dynamic balance between institutionalization and employee resistance was therefore formed.The third chapter discusses the production institution of private presses. This chapter mainly deals with the production activities of publication companies. That includes:topic selection, drafting and approving of scripts, processing and publication of final products, and sample demonstration.World Book Company, Dah Tung Book Company ran tight institution-based supervision over the production process. Both of the presses relied on popular literature when they started their businesses. Their topic selection was largely based on their interpretation of pop-culture. And this had encouraged the public to fall in love with reading; on the other hand, the presses set high income standards for "Mandarin Ducks and Butterflies School" as full time drafters, which somehow led to the establishment of modern payment system. As World Book Company, Dah Tung Book Company grew bigger, their focus shifted to education. The establishment of educational research editing system benefited both presses when composing text books, and innovation became the key word for both presses in management.In Chapter Ⅳ,we discuss the marketing management system of private publishing enterprises. The marketing of private publishing enterprises mainly includes advertising and distribution.World Book Company and Dah Tung Book Company were doing well in the field of advertising management.They got a relatively perfect system. In terms of advertising agency,they took the subject of promotion as the principal part of advertising management, which is responsible for the advertising of the edition as well as the advertising from other industry. For the advertising media, they took newspapers and magazines as principal. On the dissemination content, they transferred from popular to simple. Management hierarchy and social network were the duet of private publishing enterprises’advertisement management.In Chapter V, we discuss the informal enterprise system and Entrepreneurship.. Outstanding publishers’entrepreneurship in modern times, both had the characteristics of universality particularity.It is universal that publishing entrepreneurs,belonged to the camp of national entrepreneurs,shared the common spirits with other entrepreneurs, such as innovation, cooperation, enterprising, patriotic, contract, adventure, dedication, and so on.In conclusion, the institution of company is an essential component of institutional culture. It serves the presses when conducting cultural communication, while in the same time, enhances the profiting capabilities of modern firms.
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