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.
Keywords: the school of mandarin duck and butterfly, publishing industry, creativity
The School of Mandarin Duck and Butterfly is a fresh school of Chinese publishing industry in early stage. Shanghai where their publication creative activities promoted early Chinese publishing industries is a center of Chinese publishing industry in early stage. In 1920-30's,there accommodated occupational workers with certain cultural knowledge from different levels in many commercial mechanism in Shanghai such as millionaire, boss, manager, staff, teacher, student, staffand so on whose cultural life demand in spare time formed a huge spiritual consumption market. 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.
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 also 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. Chinese culture creative industry should not only learn from western development experience but also explore historical experience. Bidirectional extension helps to build a complete, harmonious, plump industrial form and structure. 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. The interaction is also an arsenal of experience and spiritual resources for current Chinese culture and creative industry development. The paper also expands research field of cultural and creative industry and breaks through research pattern of traditional popular literature, switches the research perspective from literature modernity to 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.
2. Publishing Content Creativity
Production of content products is a starting point of medium operation and material basis of media brand. The School of Mandarin Duck and Butterfly provided creative content for newspaper at that time, which improved the traditional operation of publishing industry.
2.1 All Kinds of Novel Creativity
The School of Mandarin Duck and Butterfly's novels were favored by publications in Shanghai which had been always published by Novel Monthly founded by Commercial press in 1910-1920s as an example. Saturday edited by Zhou Shoujuan was a home of The School of Mandarin Duck and Butterfly's novels. Novel Newspapers edited by Wu Shuangre published Love History with Tears, Remembrance of Lovers, Broken Affectionate Couples by Sticks (by Xu Zhenya), Heartbroken Love, Sweet Memories in Spring and Autumn (by Wu Shuangre), Mr. …