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道可道，非常道

—— 以《徽商》杂志为例解析中国期刊业多平台媒体发展战略

The Tao that Is Utterable Is Not the Eternal Tao

The multi-platform development of Chinese periodical industry with the example of Anhui Business magazine

　　韩新东

　　第41届世界期刊大会中国代表团团长

　　徽商传媒总编辑

　　尊敬的各位国际同行：

　　Good afternoon, ladies and gentlemen!

　　大家好！今天荣幸地应国际期刊联盟的邀请，与前来参加第41届世界期刊大会的全球办刊人一起共同交流和探讨期刊业的发展。在中国，有一位世界级的思想家，他的名字叫老子；在世界，有一部哲学界的大著作，它就是《道德经》，而《道德经》的作者即为老子。

　　It’s a great honor for me to be invited to attend the 41st FIPP World Congress and discuss the development of periodical industry with all of you. In China, there is a world-class philosopher named Lao Zi who wrote a great work of philosophy called Tao Te Ching.

　　《道德经》的开篇有一句话：道可道，非常道。“道”即为规律。这段话表达的含义是：可以明明白白表达出来的规律，就不是永恒不变、放之四海而皆准的规律。因此，简要而浅显地理解“道可道，非常道”的深意，则是事物的发展没有统一的模式与范式。办杂志也好，做传媒也罢，皆属此理。

　　In the beginning of Tao Te Ching, there is a saying goes that the Tao that is utterable is not the eternal Tao. Tao means the law of nature. The interpretation of this dictum is that the law (or truth) that can be clearly expressed is not the law (or truth) that is permanent and universal. Therefore, a brief and simple understanding of the meaning of this saying is that there is no unified pattern or paradigm for the development of things. In my opinion, this philosophy also applies to the running of a magazine or a media company.

　　我所服务的媒体《徽商》杂志，就与老子同乡同源——中国安徽。这方置身于长江与淮河之间的热土，不仅产生了老子这样的大思想家，而且培养了众多大商人、大企业家，他们拥有一个统一的名字“徽商”。《徽商》杂志就是为徽商服务而生、为徽商发展而办。结合当下世界期刊业多元化的发展大势，总结提炼一下《徽商》杂志创刊八年来的经验，我想以“道”字为维度，向全球同行们介绍一下《徽商》杂志是如何通过大数据、技术分析、新闻采访和现场活动，为商人、商家、商业提供服务的。

　　Anhui Business magazine is originated from Anhui, China, which is the hometown of Lao Zi. It is a place between Yangtze River and Huaihe River where not only abounded with great thinkers, but also cultivated a large number of famous entrepreneurs. They all have a same name, Huishang. Huishang is a name traces back to ancient China when most of the famous merchants came from Anhui province. In Chinese, the word Huishang means the entrepreneurs that come from Anhui or the entrepreneurs whose companies are located in Anhui. Anhui Business magazine is established and operated for the purpose of serving Huishang. Combining the diversified development trend of world periodical industry with the eight-year experience of Anhui Business magazine, I'd like to cite the philosophy of Tao Te Ching to show you how we provide service to entrepreneurs with Big Data, technical analysis, interviews and live events.

　　想法与做法之一：创新是门道

　　近年来，传统的纸质媒体遭遇了以互联网和新技术为特征的新媒体的巨大挑战，这些挑战带来的直接后果就是纸质媒体订阅量大幅下滑，读者人数锐减，市场人气急剧下降。在今天传媒运营的语境下，一定要用创新引领发展，通过打破传统媒体与市场的壁垒，创新传统媒体与市场的关系，让媒体成为市场经济活动的创造者与拓展者。

　　In recent years, traditional print media has encountered challenges from Internet and new technologies which directly lead to the sharp decline of the number of readers and newspaper subion. Under the slump and gloomy market environment of traditional media, we should break barriers of the market through innovation and take initiative in the market.

　　两年一届的徽商奥斯卡全球年度盛典，就是我们打破市场壁垒，将好莱坞奥斯卡的商业模式和徽商的文化品牌相结合，针对中国经济建设、徽商企业和徽商发展的创新之举，先后推出了“十大徽商领袖”、 “十大徽商精英”、 “十大徽商名媛”等六大榜单，凝聚了徽商力量，展示了徽商形象，让分散在全球的徽商企业家重新集结在徽商大旗之下。尤其是第三届徽商奥斯卡在中国和全球知名的地方——北京人民大会堂隆重举行，在全国传媒界和全球徽商中产生了很大影响，中国中央电视台曾四度报道活动盛况，人民日报、新华社、人民网、新华网等中国六十余家主流媒体给予了宣传报道。

　　We combined the business model of the Oscars of Hollywood with the cultural brand of Huishang, and innovatively launched Huishang Oscars Global Annual Festival, an event that aims to unite Huishang power. There are six award categories including Top 10 Huishang Leaders, Top 10 Huishang Elites, Top 10 Huishang Ladies etc, are released in this event. It's worth mentioning that the 3rd Huishang Oscars Global Annual Festival was held in the world-renowned Great Hall of the People in Beijing, and has had a great impact around the globe. What’s more, the event has attracted mainstream medias’ attention, and was reported by more than 60 media agencies such as People’s Daily, People’s Daily Online, Xinhua News Agency, Xinhuanet, etc.

　　此外，我们多次在地方政府与徽商企业家之间架起金桥，为筑巢引凤、招商引资做出努力，曾四次成功策划组织“寻找徽商最佳投资区域”大型活动，为地方签约投资资金40多亿元人民币，实现了经济效益和社会效益的双丰收；我们为中国内蒙古自治区兴安盟科右前旗举办招商推介会，总投资近百亿元人民币，我个人还被该旗特聘为“招商大使”。

　　In addition, we have made great effort for the cooperation between government and enterprises. The live event Search for the Best Investment Areas in Anhui Province has successfully held for four times and has helped the regional governments attract investment of more than RMB 4 billion, achieving great economic and social benefits. Last year, we successfully launched the investment promotion conference for Keyouqianqi county of Inner Mongolia Autonomous Region. The conference attracted a total investment of nearly RMB 10 billion and I was appointed the investment ambassador of Keyouqianqi county.

　　在打破各种市场壁垒的同时，我们加速发展和创新传统媒体与市场、政府、企业、商会等各种社会组织的关系，从而实现媒体自身功能的增强、蜕变和升华。我们在中国媒体中首家为企业推出徽商项目投融资峰会，吸引弘毅资本等大型金融机构的400亿投资资金对接徽商。连续三届成功举办了互联时代徽商金融高峰论坛，这也是中国媒体的首创，为中国安徽及全国互联网金融健康发展做出贡献，中国人民银行曾全文转发我们推出的《安徽互联网金融发展报告》。

　　As a media, we have always kept a good relationship with various social organizations such as regional governments, enterprises and chambers of commerce and so on. For example, we initiated the Investment and Finance Summit for Anhui entrepreneurs, attracting RMB 40 billion investment funds from large financial institutions such as Hony Capital. Besides, we have successfully held Huishang Internet Finance Forum for three times and simultaneously released Anhui Internet Finance Development Report which makes great contribution to the development of Internet finance in China.

　　此外，我们自主策划推出的徽商之夜、徽商圆桌会、中国中部商会会长论坛等一系列活动，不仅成为业界的品牌名牌，而且使我们找到了快速发展的门道，成为经营创收的“金字招牌”。

　　We also planned and launched a series of events such as Huishang Annual Gala, Huishang Roundtable Conference, Chairman of the Chamber of Commerce (Central China) Development Forum, etc. These events not only become our brand, but also bring us economic benefits.

　　想法与做法之二：资源是跑道

　　《徽商》杂志创办之初，我们就根据自身的服务特点创立了徽商全球理事会，依托遍布全球的安徽商会，发展壮大徽商传媒的事业。目前在中国所有省份和英国、美国、澳大利亚、新西兰、加拿大、德国等国设立了联络处，并形成了每年召开一次全国安徽商会会长会议、秘书长会议的“两会机制”，中国30多家省级安徽商会的秘书长成为徽商全球理事会的共同秘书长，为《徽商》杂志更好地拓展全国市场打下了坚实的基础。理事会现拥有近500家成员，每年举办几十场各类经济论坛及企业家互访活动，已成为徽商之间最为重要的情感交流平台、资源对接平台和战略合作平台。

　　From the very beginning of the founding of Anhui Business magazine, we established Huishang Global Council. After eight years of development, now we have our liaison offices in China, United Kingdom, United States, Australia, New Zealand, Canada, Germany, etc. With the help of Anhui chambers of commerce in other provinces, we have a solid foundation to expand to the national market. Each year, we hold various kinds of economic forums and business visitings. Huishang Global Council now has nearly 500 members and has become an important platform for the communication and cooperation of Anhui entrepreneurs.

　　我们还成立了为徽商女性企业家服务的徽商名媛荟、为徽商企业中层管理者服务的徽商管理者俱乐部以及行业性专门服务机构，并在此基础上，又对服务对象、服务项目、服务内容进行了细化与深化，再次集中优质资源，成立了徽商金融服务委员会、徽商法律服务委员会、徽商建筑环境与节能委员会和徽商大健康服务委员会，有效地提升了服务的专业性和精准性。

　　Apart from Huishang Global Council, we have also established Hui Lady Club，Huishang Manager Club, Huishang Financial Service Committee, Huishang Legal Service Committee, Huishang Building Environment and Energy Conservation Committee, Huishang Health Service Committee and other professional service organizations.

　　去年4月份，第11届中国传媒大会重磅公布了 “2015金长城传媒奖”榜单。徽商传媒凭借抢眼表现和丰硕业绩，引起了传媒界的广泛关注与好评，其中《徽商》杂志荣获 “中国十大融合创新期刊传媒”称号，这也是继“徽商奥斯卡评选”荣获中国报刊广告“金推手”奖经典案例奖之后，徽商传媒获得的又一殊荣，充分体现了业界对徽商传媒及徽商传媒发展模式、发展质量的高度认可。自成为全国商人媒体联盟副主席单位之后，徽商传媒又成为新成立的中国期刊协会商业期刊媒体分会主任委员单位。2016年9月26日出版的《中国新闻出版广电报》，以《期刊跨界：正开启多元未来》为题，高度肯定了徽商传媒多元发展、跨界经营的成功经验。

　　Last April, Anhui Busniss Magazine was awarded as the Top 10 Innovative Periodical on the 11th China Media Conference. It was another honor that Huishang Media has won after been awarded as the Golden Pusher of Chinese Press Advertisement. These awards embody the high recognition to Huishang Media and its development pattern from the industry. Furthermore, Huishang Media is not only the vice president unit of China Business Media Alliance, but also the Chairman unit of Business Periodicals Media Branch of China Periodicals Association. On September 26, 2016, China Press and Publishing Broadcasting Newspaper launched a report of Huishang Media for its successful experience in diversified development and cross-boundary market operation.

　　徽商传媒经过八年多的探索与发展，将自身定位为“徽商优质资源整合者”，实际上就是表明我们要致力于成为“徽商资源家”。

　　Through eight years of exploration and development, Huishang Media has defined itself as an intermediator of Anhui entrepreneurs, which actually indicates that we are committed to becoming the resource bank of Anhui entrepreneurs.

　　想法与做法之三：服务是王道

　　徽商，既是文化的，也是经济的；既是精神的，也是物质的；既是安徽的，也是中国的；既是民族的，也是世界的。为徽商服务的就是《徽商》杂志。创刊八年来，《徽商》杂志不断适应市场需求和企业家需求，研发自己的传媒产品。应当说，在中国传媒界开创了一种模式、探索了一条路径、形成了一个体系。

　　Huishang belongs to China and the world. They have played a significant role, both economically and culturally in our lives. In order to adapt to the demands of market and meet the needs of entrepreneurs, for eight years, Anhui Business magazine continues to research and develop our own products. It is safe to say that Anhui Business magazine has built a model, explored a path and formed a system in Chinese periodical industry.

　　从经济角度上看，过去的徽商富可敌国，创造了“无徽不成镇”的商业传奇，使徽商成为中国第一商帮；今天，一批徽商企业和企业家又在书写中国经济新的奇迹。这些企业家和企业就是中国经济一道最美的风景，唯有聚集这些伟大的徽商，才能创造徽商在中国和世界经济的新高度，让经济发展找到新支点。

　　From an economic point of view, the ancient Anhui merchants were wealthy and powerful, they created a legend that “there is no town without Anhui merchants”, they were the most famous business group of China in that era. Nowadays, a group of Anhui entrepreneurs are making new economic miracle of China. We believe only to bring these great entrepreneurs together, can we take Huishang to the next level in China and the world.

　　从品牌的维度观察，徽商过去创造的一系列品牌，如张小泉剪刀、王致和豆腐乳、胡庆余堂等等一大批那个时代不同凡响的品牌，而今天可以比肩世界影响力的徽商制造也比比皆是，如世界语音的领导者、世界新材料的领导者、世界新能源汽车的领导者。在安徽、在中国，没有任何一个品牌有徽商如此的号召力、吸引力、创新力，徽商品牌的影响力可以在当今媒体剧烈动荡、深刻变化的时代发挥更大的凝聚作用，徽商应该再次成为时代的领航者。

　　From the perspective of brands, Anhui entrepreneurs have created a series of extraordinary brands in the past, such as Zhang Xiaoquan scissors, Wang Zhihe fermented bean curd, Hu Qingyutang traditional Chinese medicine and so on. Even today, Anhui enterprises are making great impact on world market, for example, we have the leaders in the field of voice industry, new materials and new energy vehicles. There is no other force can be as appealing and innovative as Huishang. Facing the turbulence and changes in periodical industry, Anhui entrepreneurs could play a greater role in the market, and shall once again become the leader of times.

　　从文化的深度来看，徽商文化已经根植于我们的内心与血脉之中，它不需要彼此介绍，就会完全认同。徽州文化也成为中国三大地方显学之一，徽剧、徽雕、程朱理学、新安文学、新安医学，无不闪烁着那个时代的光辉，而振兴经济、发展经济，文化的宣传和发展应是最好的基石。深入解读徽商文化，探究徽商在那个时代崛起的成因，以及可供今天借鉴的历史经验，一定会对今天徽商文化的传播产生巨大的推动力。

　　From the perspective of culture, Huishang culture has been taking root in our hearts and blood. As a matter of fact, the ancient Anhui culture has become one of the three regional studies in China. Anhui opera, Anhui carving, ChengZhu Neo-Confucianism, Xin'an literature, Xin'an medical science, all of which are reflecting the glory of that era. To interpret the culture of Huishang, to explore the causes of the rise of Huishang, and to learn historical experience, will surely make a great impetus to the spread of Huishang culture today.

　　用徽商整合资源与认知、传播思想与智慧，创造安徽在中国和世界经济的影响力，打好“徽商牌”正当其时。对标大时代、对照大数据，服务徽商成为我们矢志不渝的定位，更是我们寻求突破、创新发展的王道。

　　Using the power of Huishang to integrate resources, to build awareness, to spread ideas and wisdom, and to expand economic influence of Anhui worldwide, now is the right time. And we believe providing services to Anhui entrepreneurs is the key.

　　想法与做法之四：融合是正道

　　我们一向致力于跳出媒体办媒体、深入市场创市场，让媒体成为市场经济活动的推动者。在全国媒体中，我们独创性地与演出院团携手，先后与安徽再芬黄梅股份有限公司，安徽省徽京剧院、话剧院合作，通过市场化运作，推出了由中国著名黄梅戏表演艺术家韩再芬领衔主演的《徽州女人》、《女驸马》、《公司》三台大戏，将根据英国著名作家莎士比亚创作的名剧《麦克白》改编而成的徽剧《惊魂记》，推到了中国北京人民大会堂的舞台，推广话剧《徽商传奇》、“徽班重走徽商路”活动，创造了中国和安徽演艺市场的多个“第一”，中国中央电视台戏曲频道为此推出十分钟的专题报道。此举不仅光大了中华传统艺术，还为媒体创收探索出了新路径。

　　We have always been committed to the “out of the box” thinking in terms of running a media company and exploring market opportunities. Among the media agencies in China, we innovatively worked with theatrical companies, such as Anhui Zaifen Huangmei Co.,Ltd., Anhui Opera House and Anhui Theater House. We have launched a series of shows of Huangmei opera including Huizhou Female, Chuangyuan Girl and The Company performed by China's famous artist Han Zaifen. We have took the Anhui opera Jinghunji , which was adapted from the famous play Macbeth written by the great English poet and playwright Shakespeare, to the stage of the Great Hall of the People in Beijing. We have successfully promoted the drama Huishang Legend and the event Revisit the Road of Huishang, creating many “first” in Chinese performing arts market. The China Central Television launched a ten minutes special report on Huishang Media’s effort, for it not only carrying the Chinese traditional art forward, but also exploring a new path for the periodical industry.

　　《徽商》杂志与著名徽商企业家、中国全国人大代表、上海杰事杰集团董事长杨桂生联合发起的《“千名徽商辅导万家在皖企业”五年行动计划》（简称“千万行动”）得到了官方的高度重视，省级政要先后作出了重要批示，并被列入去年10月份召开的国际徽商大会省政府主办的重点项目，《徽商》杂志也首度成为徽商大会的承办单位。今年5月18日，第十届中博会和2017徽商大会在中国合肥举办之际，我们又主动作为，策划主办了2017中国中部六省商会会长发展论坛，出版了会刊，创造了可观的经济效益和可喜的社会效益。这些均为我们转型升级的有益探索，也使我们寻找到了一条融合发展的正道。

　　Joining force with Yang Guisheng, a famous Anhui entrepreneur and the Deputy to the National People's Congress, Anhui Business magazine has launched a five-year Entrepreneurial Guidance Plan, which successful entrepreneurs such as Yang will provide guidance to start-ups in Anhui. Government officials of Anhui province has made important instructions to support the plan. It was included in the key projects of Anhui Province during the International Huishang Conference in October of last year. During The 10th EXPO Central China and the 2017 International Huishang Conference, we once again took the initiative to plan and host the 2017 1st Chairman of the Chamber of Commerce (Central China) Development Forum, and simultaneously published a special issue of Anhui Business magazine, bringing considerable economic and social benefits. All the examples mentioned above are some of the exploration we made during our transformation as a media company which helped us to find a path to integrated development.

　　《徽商》杂志创刊至今，已经累计创收近2亿元人民币、创造利润近2000万元人民币。截至目前，已由最初的一本杂志发展成为徽商传媒，拥有“四大平台”，即以《徽商》杂志、徽商网、徽商新媒体矩阵、《徽商联盟》报、徽商丛书为主打的内容平台，以徽商全球理事会、徽商名媛荟、徽商管理者俱乐部为主角的资源对接平台；以安徽报业影视文化公司、安徽报业管理咨询公司、安徽报业旅游公司为主体的实体运营平台，以徽商商学院、徽商经济研究院为主力的学术交流平台。

　　Since founded, Anhui Business magazine has an accumulated income of nearly RMB 200 million and profits of nearly RMB 20 million. Until now, we have expanded from a single magazine to a media group which has four major platforms: The content production platform includes Anhui Business magazine, Huishang Alliance newspaper, Huishang Media's official website (www.huishangol.com), Huishang New Media and Huishang Book Series. The business cooperation platform includes Huishang Global Council, Hui Lady Club, Huishang Managers Club. The market operation platform includes Anhui Press Group Movie & TV Culture Co., Ltd, Anhui Press Group Management Consulting Co., Ltd and Anhui Press Group Travel Co., Ltd. The academic communication platform includes Huishang Business School and Huishang Research Institute.

　　我本人也先后被聘为中国期刊协会商业期刊媒体分会主任委员、中国商业文化研究会副会长、徽商文化促进会执行会长、安徽大学客座教授，被授予安徽省新闻文化战线“六个一批”拔尖人才、安徽省直五一劳动奖章、2015 中国传媒年度创新人物、全国报刊广告“金推手”奖品牌建设功勋奖等殊誉。中国著名的《人物》杂志以及国际期刊联盟官方网站，分别于去年12月和今年6月推出了对我的专访。

　　In addition, I have been hired as Chairman of Business Periodicals Media Branch of China Periodicals Association, the vice president of China Business Culture Research Institution, executive president of Huishang Culture Promotion Association, visiting professor at the School of Journalism and Communication at Anhui University, awarded with the outstanding talent of Anhui News Media, the May 1st labour award of Anhui, honored with the awards of 2015 China Media Innovative Character, the golden pusher of Chinese Press Advertisement, etc. One of China’s most influential magazine People and the official website of Federation Internationale de la Press Periodique respectively launched an exclusive report on me in December of last year and in June of this year.

　　想法与做法之五：发展是大道

　　与全球同行一样，《徽商》杂志经过八年的高速发展也遇到了纸媒发展行业性、世界性的新挑战。面对新的形势、态势和走势，《徽商》杂志在认真总结前几年成功经验的基础上，从传统媒体和企业发展的角度，就下一步和下一轮的发展作了深度思考和缜密研究，找到了新的发展思路，这也就是今天我与大家分享的主题“以转型促转化、变资源为资本”。

　　Just like our colleague around the globe, after eight years of rapid development, Anhui Business magazine has also encountered some new challenges. In the face of a new media trend, we took some deep thought and study in terms of taking the next step forward based on successful experiences of previous years, and found new ideas of development, which is the theme I am sharing with you today: “Change brings transformation, which would allow us to turn resources into capital.”

　　转型的最终目的是为了转化，转化就是找到了新的发展方向，就是找到了企业新的增长点，就是找到了新的企业持续成长的内生动力，同样也是找到了自身发展新的潜能、动能和热能。我们只有将“平面媒体平台化”，才能实现“传统媒体现代化”；我们只有将以往单一的“内容为王”转变为复合型的“内容为王、渠道为先、市场为主、创新为魂”，才能实现世界期刊业的重装出场、提速换挡、弯道超车。

　　Our ultimate goal is to transform, to find a new direction of development, to discover a new growth point, to uncover endogenous power for sustainable growth, and also to inspire our own potential. Only by transforming print media into a media platform, can we modernize traditional media; only by changing our focus from "content is king" to a combination of "content, channel, market and innovation", can we evolve and thrive in the future.

　　当前，纸媒遇到了行业发展世界性的瓶颈、困境与难题，但挑战与机遇并存，光荣与梦想同在。希望今天我与大家交流的关于《徽商》杂志的一些想法、做法与方法，能为国际同行们提供一些思想的力量，能为世界期刊业的发展释放一定的正能量。

　　At present, print media is encountering worldwide industry bottlenecks. However, challenges and opportunities coexist. I hope some of the ideas, practices and methods of Anhui Business magazine I shared here today will not only provide insights for you, but also can release positive energy for the development of the world periodical industry.

　　谢谢大家！

　　Thank you !

2017年10月10日于英国伦敦

Oct.10 2017 in London

　　翻译/储 丽 戴 莹 摄影/曾彬彬 PPT制作/徐占平

　　图编/李 朦 编辑/何晓珺