Research On Shen Zhifang′s Philosophy And Strategy Of Publishing

"As the sharp weapon which expedites the modern world appearance", [1] the publication has the technology and the material base after the Chinese papermaking technique and printing method invention appears. And it became an industry in the second half of the 19th century. The symbol was one batch of modern publication enterprise's appearance such as the Commercial Press, Zhonghua Book Company, and Universal Book Company. If you want to study the modern China's historical culture, the publishing industry is noticeable important one side.The Universal Book Company was organized by Shen Zhifang . At that time publishing circles, he was not only good at grasping the opportunity, but also had the entrepreneurial spirit. When the Chinese publishing industry was changing from tradition to modern reforming, Shen Zhifang caught the opportunity, building up by the popular literature, and then turned to the textbook market, the ancient book and the new-vernacular literature. In the numerous competitors, the Universal Book Company placed third. His publication management philosophy had affected the publishing industry pattern. at that time.Shen Zhifang unified the cultural establishment and the market, and used the marketability operation method to sell the publication books, who sped up Chinese publishing industry modernizing and the marketability advancement, which also promoted the modern reforming .This thesis takes Shen Zhifang publishing activities as breakthrough point and reaches several major conclusions on his philosophies and strategies. His business philosophies include accumulating capital by the popular fiction, establishing the status by the publication textbook, to casting the brand by the publication classics, and scraping the talented person by appointing people on merit. All his strategies are financing strategy and marketing strategy which he uses in management.This thesis uses methods such as analysis synthesis, induction deduction, literature analysis, contrast, example, discussing Shen'philosophies and strategies. I hope it could provide the inspiration to the publishing industry'development and prosperous.