The Study Of Wang Yunwu’s Publishing Business Practice

Almost every people know a century of the Commercial Press, but few people know Wang Yunwu. He is a versatile person once active in the political, business and cultural, but he is also a very controversial man. After the1980, Wang Yunwu gradually returned to people’s vision. His right and wrong has surfaced by some scholars’research. Among these work, we can see a considerable publisher with experienced business strategy according to the grand history about him and the Commercial Press. His business practices and the management of Commercial Press is a valuable instructive asset, no matter in the present or future.Based on the results of previous studies and a lot of data collecting and collating work on Mr. Wang Yunwu’s business activities for publishing in Shanghai and Taiwan, this paper takes his operating practices of publishing in four decades as subject and studied the theme in depth gradually.First, we divide Wang’s history of operating practices for publishing into4period, which are the management of the institute of edit and translation, the early stage of being a general manager before the Anti Japanese War, the later stage of being a general manager during the8years Anti Japanese War, the maintenance of the Commercial Press in Taiwan. We reviewed the Wang’s period of beginning a manager of the institute of edit and translation, the revival of the Commercial Press, the maintaining difficultly during the Anti Japanese War and the revival of the Commercial Press in Taiwan in his last days.Second, based on the first point, we classified Wang’s five characteristics of management practices in publishing according to his topic selection, policies, management and marketing of publishing. The- se characteristics are sticking to and good at operation of large series, in order to open up new territory of business publication; adept at adjusting publication policy according to the demand on market; adept at exploring and learning from publishing management methods and improving business productivity through scientific management; adept at using a variety of marketing ideas to expand sales channels; not only focus on the business operating, but also pay attention to the culture taste of publication and the publisher’s professional conduct at the same time.Finally, related to the current issues of following suit in topic, development of homogeneous in content, increasing category and revenue slowdown in the traditional publishing industry, this paper further explores effective business ideas and practices in Wang’s publishing business practice in today’s, proposes several revelations including enhancing competitiveness of publishing through creative topics, leading the cultural market by keen perception of era. We also conclude experience for innovation in topics selection and new content about publishing leading the cultural market. Moreover, based on the analysis of Wang’s thought which emphasizes business, this paper takes depth study on Wang Yunwu’s treatment of the relations among culture and business in the publishing business, puts forward that the publishing business’s current reform and development should get a rational view of culture and economy, and publishing operation should pay attention to and highlight the value of culture and society.