宣传、推广及营销：《出版周刊》研究（1934-1937）

发布时间：2018-05-26 10:53

本文选题：《出版周刊》 + 商务印书馆　；参考：《安徽大学》2017年硕士论文

【摘要】：商务印书馆作为中国第一家现代出版机构,一个多世纪以来,以"昌明教育,开启民智"为己任,竭力传承中华文化,积极传播海外新知,其历经劫难又不断重生,创造了中国文化出版事业的辉煌。商务印书馆在近代文化传播与出版各类书籍方面作出很大贡献。而期刊因其出版周期短、读者群体广成为研究新闻出版史的重要文献载体。《出版周刊》作为商务印书馆自办自宣本馆出版物的期刊,向读者提供馆内主要出版物的信息。在二十世纪三十年代,读者对出版物的需求量与日俱增之时,《出版周刊》在宣传、推广及营销商务印书馆本馆出版物方面发挥了重要作用。《出版周刊》创刊于1924年,主编李伯嘉。1934年进行改版,增加"读书指导" "印刷常识" "本馆著作人索引" "本馆著作人履历"等栏目。"七七事变"后,商务印书馆迁至长沙,《出版周刊》改名为《出版月刊》,另计期数出版。1941年8月,此杂志停刊。本文以1934年改版后的《出版周刊》为研究对象,从图书宣传、图书推广及图书营销三个方面探究《出版周刊》的出版价值与史学价值。本文包含六个部分:绪论主要介绍选题缘由、研究目的和意义、当前学界对商务印书馆及《出版周刊》的研究现状。第一章从宏观上分析商务印书馆与《出版周刊》的关系,商务印书馆是民国出版业的翘楚,《出版周刊》是商务进行自我宣介的刊物,其主要栏目设置及内容、主编等值得研究。商务印书馆与《出版周刊》,二者相得益彰、实现双赢。第二章以《出版周刊》的图书宣传为主线,探究《出版周刊》两大栏目"本周出版新书""本周重版书"在图书宣传方面发挥的作用。通过统计1934-1937年《出版周刊》中"本周出版新书" "本周重版书"两大栏目的图书出版情况,阐述其所用的图书分类法、栏目内容及宣传方式与栏目的发展历程及出版情况。第三章以《出版周刊》中图书推广为中心,以"读书指导""读物介绍"两大栏目为例,通过统计1934-1937年《出版周刊》"读书指导""读物介绍"栏目的内容分类,阐述其栏目特点以及图书推广的方式。第四章以《出版周刊》的图书营销为主题,研究对象为《出版周刊》中形式多样的广告。通过统计1934-1937年《出版周刊》在版图书销售广告、图书预约广告、图书廉价广告及相关经营广告的广告数量及类别,分析四种广告在《出版周刊》中所占的比例,从而研究《出版周刊》的图书营销策略。本文主要探讨了《出版周刊》在宣传、推广及营销商务印书馆出版图书方面的意义。"以史为鉴,方知得失",商务印书馆以"出版"为手段,以传播知识文化为目标,将商业利益与社会效益进行有机统一。当下,数字出版与传统出版激烈碰撞,出版机构一方面要赚取利润,另一方面也要勇于担负起社会文化重任。鉴于此,当下出版业与社会发展之间的关系尤其值得思考。
[Abstract]:As the first modern publishing institution in China, the Commercial Press has, for more than a century, devoted itself to "Changming education, opening up the wisdom of the people", striving to pass on Chinese culture and actively spreading new knowledge abroad. To create the brilliant cause of Chinese cultural publishing. The Commercial Press has made great contributions to the dissemination of modern culture and the publication of various kinds of books. Because of its short publishing period, the periodical has become an important document carrier for the study of the history of news and publication. As a periodical of the commercial press, it provides the readers with the information of the main publications in the library. At a time when the demand for publications was increasing in the 1930s, the publication Weekly played an important role in promoting, promoting and marketing the publications of the Commercial Press. Editor-in-chief Li Bojia. Revised edition in 1934, adding "Reading Guide", "Printing knowledge", "Index of authors of this Museum", "History of authors of this Museum" and other columns. " After the July 7th incident, the Commercial Press moved to Changsha, and the publication Weekly was renamed "monthly publication" and published in another issue. In August 1941, the magazine was suspended. This paper takes the revised publication Weekly in 1934 as the research object, and probes into the publishing value and historical value of the publication Weekly from three aspects of book propaganda, book promotion and book marketing. This paper includes six parts: the introduction mainly introduces the reason, the purpose and the significance of the research, and the current situation of the academic research on the business press and the publication Weekly. The first chapter analyzes the relationship between the business press and the publication weekly from a macro perspective. The business press is the leading publication in the Republic of China, and the publication weekly is the publication of the business to promote itself. The main columns and contents, the chief editor and so on, are worthy of study. The business press and the publication Weekly complement each other and achieve a win-win. The second chapter is based on the book propaganda of the publication Weekly, and probes into the role of the two columns of the publication Weekly in publishing new books this week and reprinting books this week in the field of book publicity. Based on the statistics of the publishing of the two columns of "this week's new book" and "this week's reprint book" in "published Weekly week" from 1934 to 1937, this paper expounds the book classification, column contents and propaganda methods, and the development course and publishing situation of the columns. The third chapter focuses on the promotion of books in "publication Weekly", taking "Reading Guide" and "Reading material introduction" as examples, and classifying the contents of "Reading Guide" and "Reading introduction" through statistics from 1934-1937. Expound its column characteristic and the way that book popularizes. Chapter four focuses on the book marketing of Publishing Weekly. According to statistics on the number and types of advertisements for the sale of books, book booking advertisements, book cheap advertisements and related business advertisements in 1934 to 1937, this paper analyzes the proportion of the four kinds of advertisements in the publication Weekly. So as to study the book marketing strategy of the publication Weekly. This paper mainly discusses the significance of the publication Weekly in publicizing, popularizing and marketing the books published in the Commercial Press. " Taking history as a mirror, we can know the gain and loss ", the business press takes" publication "as the means, takes the dissemination of knowledge and culture as the goal, carries on the organic unification between the commercial interest and the social benefit. At present, digital publishing and traditional publishing collide intensely. On the one hand, publishing institutions should make profits, on the other hand, they should shoulder the social and cultural responsibility. In view of this, the relationship between the current publishing industry and social development is particularly worth considering.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.29

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