頁籤選單縮合
題名 | 林海音成功經營「純文學出版社」策略解析=The Strategy Analysis of Belles-Lettres Publishing House which Hai-yin Lin Operated Successfully |
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作者 | 汪淑珍; | 書刊名 | 出版與管理研究 |
卷期 | 2 民95.06 |
頁次 | 頁85-102 |
分類號 | 487.792 |
關鍵詞 | 林海音; 出版; 純文學出版社; 文學; Lin Hai-yin; Publication; Belle-lettres publisher; Literature; |
語文 | 中文(Chinese) |
中文摘要 | 林海音承繼五四文人浪漫情懷,對於文學有一份過熱情感,始而自己銑作,繼而成立月刊社、出版社。在「純文學出版社」(1968.12-1995.12)成立的1960年代,書店經營一般亦較無制度化,更無所謂企業方式。 林海音以文人作家身分跨行經營「純文學出版社」,開闢出版天空的一片園地,營造令人們難忘的美好品牌形象,不論出版品質、經營方式,都樹立了獨特的文人風格。其創設起始、出版物走向、經營方式與商人的經營方式自然有其相異之處。然而對林海音的論述一向偏重在其文學創作部份,至於出版人的角色及其出版事業則較少人論及。 筆者想藉「純文學出版社」經營策略進行觀,並依據察結果,分析林海音成功經營「純文學出版社」的策略方法。研究發現林海音經營「純文學出版社」之策略為善用文學資源優勢出版文學書籍,並以同中求異的差異特性與其他文學出版社作區分,並對書商重情義,使書商樂於其合作。加上「顧客關係」的用心經營,輔以出版社地點便利之優勢及促銷活動之配合。因而營造一成功出版社,持續經營27年。此一觀察結果除可重建昔日文人出版社的經營情況外,也提供了建立有效出版事業的模式。 |
英文摘要 | Hai-yin Lin inherits the romantic modes of writers in May Fourth Movement. Because of the strong devotion to literature she constantly possesses, she rites literature for a start, then the monthly magazinesociety and finally a publishing house is founded. During the 60 years of Belle-Lettres publishing (Dec. 1968-Dec. 1995), the book market of literature was in short supply. Hai-yin Lin manages the publishing house of belles-lettres in the style of as a scholar as well as a writer. At the beginning when the house was founded, the publication trends and the operation types had dofferent characteristics from other publishing companies. Yet, the argumentation to Hai-yin Lin always lays particular on her literary creation, rarely on her role as a publisher. The author intends to observe the managerial strategies by means of the publishing house of belles-lettres. Moreover, according to the observational results, analyses the strategies which Hai-yin Lin successfully operated the publishing house of belles-lettres. The research discovered that the strategy of Lin’s operation is making good use of the advantage in literary resources to publish. Lin uses the individual character of publishing house to differ from others. She valued the comradeship with bookman. Thus, bookmen were happy to cooperate with her. Plus the diligent operation in customer relation, promotion and advantage of convenient location of publishing house, therefore, she constructed a successful publishing house and last for 27 years. The observational result not only rebuilds the operational situation of scholar’s publishing houses in the past but also provides the model to construct a sufficient publishing undertaking. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。