民国时期商务印书馆图书推广策略研究

发布时间：2018-03-16 20:41

本文选题：民国时期　切入点：商务印书馆　出处：《湖南师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：民国时期是旧中国广告业的繁荣发展时期,是书业广告的鼎盛时期,同时也是商务印书馆崛起壮大的时期。商务印书馆在对其出版的图书的宣传推广过程中,总结出不少后人至今仍然值得借鉴的经验。图书广告由于其特殊性一直具有文化和商业的双重性质。商务印书馆作为中国近代规模最大、影响最深的文化出版机构,其对图书的宣传推广,除了具有推销其文化产品的功能外,也具备了一定的文化影响力。可以说,商务的图书广告策略既是民国时期文化研究的一个组成部分,同时又是研究中国广告发展史中不可缺少的一页。本文旨在通过对商务推广的图书种类以及商务图书广告的主要类型、商务的图书推广策略及其品牌塑造的分析研究,深入了解民国时期图书广告的具有代表性的一个发展方面。本文还对商务图书推广的一些个案以及当时商务的竞争对手的图书广告策略进行了分析,以加强课题研究的全面性。接着是对商务印书馆重视图书推广策略及其成功的原因的分析,最后对商务的图书营销对于当代的借鉴意义加以论述,目的是希望对历史进行分析研究的同时,能对当代图书广告的发展起到一个以史明鉴的实际功用。通过对民国时期商务图书广告的内容研究以及在一个时间段内商务某本具体出版物长期登载的广告进行案例分析,来了解商务在民国时期的图书宣传推广的主要方法和其采用的策略。商务印书馆作为一家大型文化出版机构,其广告风格较为统一,其广告特色主要表现为突出商务图书出版的正统性和权威性,这与商务本身的企业形象也是十分吻合的,商务在其图书的宣传推广过程中也十分注重商务自身品牌形象的树立,这也是商务发展壮大的重要因素之一。在针对不同种类的出版物的宣传当中,商务极为注意针对其不同的消费人群采用不同的推广方法,并且时刻关注读者群体的实际以及潜在需求。在广告载体以及时间段的选择上,商务也会根据实际情况采取一系列相对应的措施。商务在图书宣传的种类、广告类型、广告载体的选择以及广告的表现方式上,都是有其特定的推广策略的,并且商务在品牌形象和读者反馈这两点的关注程度以及具体措施的落实方面,远比现今大多数企业要做得完善得多,这也是如今大多出版机构宣传推广图书时值得学习借鉴的重要方面。现阶段大多数的无论是关于商务印书馆的研究还是广告史的研究都缺乏对于图书广告研究这一块的深入,本课题通过对商务印书馆这一出版机构在民国时期的图书推广策略的一个整体研究,力图透过这一侧面再现当时图书广告繁荣的景象,扩大对商务印书馆研究的一个理论视野,试图填补中国广告史研究中的一点缺憾。
[Abstract]:The period of the Republic of China is the prosperous period of the advertising industry in old China, the peak period of the advertising industry of the book industry, and the period of the rise and growth of the commercial press, which is in the process of publicizing and popularizing the books published by the commercial press. This paper sums up the experience that many later generations still have to learn from. Because of its particularity, the book advertisement has always had the dual nature of culture and commerce. As the largest and most influential cultural publishing institution in modern China, the Commercial Press is the largest one in modern China. The propaganda and promotion of books not only has the function of promoting their cultural products, but also has certain cultural influence. It can be said that the commercial advertising strategy of books is an integral part of the cultural research of the Republic of China. At the same time, it is an indispensable page to study the history of Chinese advertising. The purpose of this paper is to analyze and study the types of books in business promotion, the main types of commercial book advertisements, the strategies of business book promotion and their branding. Deeply understand a representative development aspect of book advertising in the Republic of China. This paper also analyzes some cases of commercial book promotion and the strategies of its competitors at that time. In order to strengthen the comprehensiveness of the research, this paper analyzes the strategies and the reasons for the success of the business press, and finally discusses the significance of the business book marketing for the contemporary reference. The aim is to analyze and study history at the same time, Can play a practical role in the development of contemporary book advertising. Through the study of the content of business book advertising during the Republic of China and the case study of advertisements published for a long time in a specific commercial publication, To understand the main methods and strategies used in the propaganda and promotion of business books in the Republic of China. As a large cultural publishing institution, the commercial press has a relatively unified advertising style. Its advertising features are mainly manifested in highlighting the orthodoxy and authoritativeness of the publication of business books, which is very consistent with the corporate image of the business itself. In the process of propaganda and promotion of its books, business also attaches great importance to the establishment of the brand image of the business itself. This is also an important factor in the growth of business. In the promotion of different kinds of publications, business pays great attention to adopting different methods of promotion for different consumers. And always pay attention to the actual and potential needs of readers. In the choice of advertising carrier and time period, business will also take a series of corresponding measures according to the actual situation. The choice of advertising carrier and the expression of advertising have their own specific promotion strategy, and the business in the brand image and reader feedback of the two aspects of attention and the implementation of specific measures, It is far more perfect than most enterprises nowadays, which is an important aspect that most publishing organizations should learn from when promoting books. At this stage, most of the studies on the commercial press or the history of advertising are lacking in the depth of the study of book advertising. Through the overall study of the book promotion strategy of the commercial press in the Republic of China, this paper tries to reproduce the prosperity of the commercial advertising through this aspect, and to expand the theoretical perspective of the commercial press. This paper tries to fill up some defects in the study of Chinese advertising history.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.29

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