简析美国《老农夫年鉴》的产业经营与创新

摘要

美国《老农夫年鉴》是世界上连续出版最久的年鉴。从1792起一直坚持每年连续出版，至今已有200多年的历史。本文介绍了美国《老农夫年鉴》在销售、广告、推广等方面的手段，研究了《老农夫年鉴》在产业经营方面的创新策略———多媒体发展、衍生产品开发以及品牌营销策略等，并结合中国年鉴的实际情况，提出打造名鉴、强鉴的产业经营策略。%The Old Farmer’s Almanac is the oldest continuously published periodical since 1792. The article introduces the retail, advertisement, and public relations of The Old Farmer’s Almanac, and studies its innovation strategy: multi-media de-velopment, derivative products and brand strategy. The article also suggests business strategy of Chinese almanacs and year-books.