Abstract

The School of Mandarin Duck and Butterfly, as an early Chinese popular literature important school, is a participant of early Chinese publishing industry who promoted early Chinese publishing industry development through creativities on publishing from four aspects such as publishing content creativity, graphic design creativity, marketing creativity and cross-media industry creativity.

Highlights

  • The School of Mandarin Duck and Butterfly is a fresh school of Chinese publishing industry in early stage

  • This paper firstly studies in depth the history of early Chinese culture and creative industry development and analyzes relationship between the School of Mandarin Duck and Butterfly and early culture creative industry by solid historical data

  • It draws a conclusion that the School of Mandarin Duck and Butterfly played an important role in history of early cultural creative industry development through complete, systematic research, which provides some foundation for combing history of Chinese cultural creative industry development and experiences for contemporary cultural and creative industry development

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Summary

Introduction

The School of Mandarin Duck and Butterfly is a fresh school of Chinese publishing industry in early stage. The publishing industry flourished corresponding to consumptive demand, called the Golden Age of publishing industry (Liu, 1997).The School of Mandarin Duck and Butterfly is a participant of the early Chinese publishing industry as an early Chinese popular literature important school who promoted early Chinese publishing industry development through creativities on publishing. It draws a conclusion that the School of Mandarin Duck and Butterfly played an important role in history of early cultural creative industry development through complete, systematic research, which provides some foundation for combing history of Chinese cultural creative industry development and experiences for contemporary cultural and creative industry development. The interaction between the School of Mandarin Duck and Butterfly and early Chinese creative publishing industry is a typical case of early Chinese cultural and creative industries development, which shows that the early Chinese culture and creative industry actively adapted to global economic changes and melted into the world industry structure. Vol 8, No 12; 2012 modernization of creativity, which applies to research of cultural creative industry with relatively abundant findings of traditional popular literature and lays foundation for the cultural and creative industry development

Publishing Content Creativity
All Kinds of Novel Creativity
Development of Creative Publishing Form
Binding and Layout Design Creativity
Cover Creativity
Materials Creativity
Column Refinement
Special Editions
Special Issues
Illustrations with Pictures and Essays
Positioning Creative
Propaganda Creativity
Promotion Creativity
Cross-media Industry Creativity
Conclusion
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