摘要
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。
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.
出处
《齐鲁学刊》
CSSCI
北大核心
2008年第2期47-50,共4页
Qilu Journal
关键词
《论语》半月刊
幽默刊物
经营之道
林语堂
Fortnightly Analects
the humour journal
the Management Strategy
Lin Yutang
作者简介
李英姿（1977-），女，山东济南人，首都师范大学历史系博士研究生。
