Research On The Business Strategies Of The Observer From 1946 To 1948

The Observer is a political journal published in September 1946.It always adheres to the principle of "independent,objective,and ultra-partisan".It is one of the most successful large-scale intellectual magazines in the Republic of China,and its success was mainly due to its position and business.It stands for democracy,freedom,progress and rationality.It also has a clear business goal and a variety of means.These have won readers rushing to buy,and its sales have continued to rise.This article seeks to explore business strategies that play an important role in its success.This article selects the period from 1946 to 1948 when it had the characteristics of The Observer,through literature research methods,collects and collates relevant literature,combines journalism with history and management,interprets its operating environment,analyzes its operations and explore its modern inspiration.The basic structure and main contents of the article are as follows:The first part mainly introduces the research background,the significance and status,contents and methods,innovations and difficulties.The first and the second chapter introduce the operating environment and business status respectively,which analyze the operating environment from the macro level and the micro level,and then clarify the operating results achieved by The Observer.The third chapter is the main part.From the three aspects of editing,distribution and advertising,analyze the operation tactics in order to achieve the success for carrying out a more comprehensive analysis.The fourth chapter is the enlightenment of the business strategy to today's media industry.Through the summary and consideration,it seeks its inspirations for current media.This study found that The Observer has successfully laid a good economic foundation for its practice of liberalism and journalism.It's business strategy in editing,distribution,and advertising reflects the bud of modern business philosophy which has helped The Observer's operating results,and its business strategy still has inspirations which today's media industry can learn.