从《申报》广告看辛亥革命前夕中国的经济社会生态

发布时间：2018-06-24 13:03

本文选题：申报 + 广告　；参考：《中共中央党校》2010年硕士论文

【摘要】： 辛亥革命前夕的中国社会的经济社会生态具有重要的研究价值和意义,因上海作为中西方矛盾、互动和信息的集中地,《申报》自然也就成为了中国最有信息含量的国内外信息集散地之一。本文通过对《申报》广告这一史料的研究,结合当时的社会背景,来揭示辛亥革命前夕(1910-1911年)中国的经济社会生态。辛亥革命前夕,晚清政府推行“新政”,力图强国和维护统治地位,列强无力征服中国,转而进行经济侵略。面对高新科技的西方工业文明产品和理念先进的现代工商业运作模式,民族资产阶级采取了务实灵活、力争市场、顽强发展的群体策略:在保险、金融、汽车、重工业、光学仪器等领域,民族资本主义采取了妥协、合作、代理的方式;在其他的竞争力相当的行业领域,民族资本主义采取了顽强发展、激烈对抗的竞争策略;在大多数的领域,都存在激烈的中外商业鏖战。可见,辛亥革命前夕中国的经济社会生态就是清政府、帝国主义列强以及华商和洋商这四个行为主体之间的全面而复杂的互动。通过《申报》广告的研究发现,当时的中国社会经济生态发生了大的变化:国人的衣食住行都发生了巨变,现代化的生活方式开始出现;“自来火”、“自来血”和“自来水”等“自来现象”在当时非常普遍;中国国内的全民性的戒烟运动出现,戒烟丸等药品的市场需求巨大;西方大量的工业产品涌入中国,它们大大改变了国人的生活方式和思想文化;保险、股票等金融投资融资方式出现,使中国商业的发展具备了国际水平。对辛亥革命前夕《申报》广告的研究还发现,华商和洋商都将广告作为实现其市场利益的重要手段,双方的商业鏖战则具体体现为中外的广告战。在总体广告分布态势方面,洋商广告占主要比例,华人广告和中西合作的广告占的比例都相对较小。通过分析广告,本文认为华商和洋商之间复杂互动的四种基本类型,为中方依附、中西交流、中西联营和中西竞争。通过对双方广告的对比研究,可以更加深刻反映历史,尤其是当时微观的经济社会生态:在营销策略方面,外商的售后服务好于华商,中外都出现了分店联营的企业发展策略;在价格方面,中外双方都推出了各种价格方面的促销方式,例如“任买券”、“多购打折”、“减价一礼拜”等促销活动;在舆论宣传方面,中外各展特长,中方注重发掘中国传统文化和营造“购买国货”的舆论氛围,外商则努力掌握了舆论主动权,鼓励中国老百姓尝试新鲜事物,并将西方科技器物包装成为一种时尚和进步的标识,赋予其进步文化和开明思想的含义。文章最后得出结论,列强对中国市场的经济侵略一直在持续;华商的对外策略是竞争、依附和学习;洋商在开拓市场方面的商业策略可以为中国企业全球形象公关提供借鉴。
[Abstract]:The economic and social ecology of Chinese society on the eve of the 1911 Revolution has important research value and significance, because Shanghai is a contradiction between China and the West. Interaction and concentration of information, "declaration" has naturally become one of the most informative information centers at home and abroad in China. By studying the historical materials of advertisement and combining the social background at that time, this paper reveals the economic and social ecology of China on the eve of the 1911 Revolution (1910-1911). On the eve of the Revolution of 1911, the government of the late Qing Dynasty carried out the "New deal" in an effort to strengthen the country and maintain its dominant position, and the powers were unable to conquer China and instead carried out economic aggression. In the face of the high-tech products of western industrial civilization and the modern industrial and commercial operation mode with advanced ideas, the national bourgeoisie has adopted a group strategy of pragmatic flexibility, striving for the market, and tenacious development: in insurance, finance, automobile, heavy industry, In optical instruments and other fields, national capitalism has adopted a way of compromise, cooperation and agency; in other fields with comparable competitiveness, national capitalism has adopted a competitive strategy of indomitable development and fierce confrontation; in most fields, There are fierce Chinese and foreign commercial battles. It can be seen that the economic and social ecology of China on the eve of the 1911 Revolution is the comprehensive and complex interaction among the Qing government, the imperialist powers and the four actors of Chinese and foreign merchants. Through the study of the advertisement, we found that great changes had taken place in China's social economy and ecology at that time: the people's clothing, food, housing and transportation had undergone great changes, and the modern way of life had begun to appear. The phenomenon of "coming from home" and "running water" was very common at that time; there was a nationwide campaign to quit smoking in China; there was a huge demand for drugs such as quitting pills; and a large number of industrial products from the West poured into China. They have greatly changed the way of life and ideology and culture of Chinese people, and the emergence of financial investment and financing methods, such as insurance and stocks, has enabled the development of Chinese business to have an international standard. The study on advertisement on the eve of the Revolution of 1911 also found that both Chinese and foreign merchants regard advertising as an important means to realize their market interests, and the fierce commercial war between China and foreign countries is embodied in the advertising war between China and foreign countries. In the overall advertising distribution situation, the proportion of foreign commercial advertising is the main, the proportion of Chinese advertising and Chinese-western cooperation advertising is relatively small. Through the analysis of advertisements, this paper holds that the four basic types of complex interaction between Chinese and foreign businessmen are Chinese attachment, Chinese and Western exchanges, Chinese and Western consortia, and Chinese and Western competition. Through the comparative study of advertising between the two sides, the history can be reflected more deeply, especially the micro economic and social ecology at that time: in the marketing strategy, the after-sales service of foreign businessmen is better than that of Chinese businessmen, and the development strategy of joint stores appears at home and abroad; In terms of price, both Chinese and foreign sides have launched various price promotion methods, such as "buying coupons", "buying more discounts", "reducing prices for a week", and so on. The Chinese side pays attention to excavating Chinese traditional culture and creating a public opinion atmosphere of "buying domestic goods," while foreign businessmen strive to master the initiative of public opinion and encourage the Chinese people to try something new. The packaging of western scientific and technological objects is regarded as a symbol of fashion and progress, which endows it with the meaning of progressive culture and open-mindedness. Finally, the paper concludes that the economic aggression of the foreign powers against the Chinese market has been continuing; the foreign strategy of Chinese businessmen is competition, dependence and learning; the commercial strategy of foreign businessmen in developing the market can provide a reference for the global image public relations of Chinese enterprises.
【学位授予单位】：中共中央党校
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：K257

【参考文献】