摘要
《万有文库》是和王云五的名字紧密联系在一起的,它是20世纪二三十年代中国出版界一个成功的个案。《万有文库》品牌的形成是时代因素使然,又是商务印书馆自身资源丰富使然,但也离不开王云五整合营销策略的策划和实施。《万有文库》高明的营销策略突出表现在几个环节上,即策划和定位科学先进、价格策略机动灵活、广告宣传从容有力、出版周期随机应变。
All-Encompassing Library is closely linked to the name of Wang Yunwu, and it is one successful case in the 1920s and 1930s China＇s publishing industry. The success of All-Encompassing Library is due to the age in which it lies and the abundant resources of The Commercial Press, but mostly, it is inseparable from the integrated marketing strategy planned and implemented by Wang Yunwu. The outstanding marketing strategy of All-Encompassing Library can be clearly put up in the following segments, namely, the scientific and advanced planning and positioning, the flexible and agile pricing strategy, the calm but effective advertisement and propaganda, and the elastic publishing period.
出处
《河南大学学报（社会科学版）》
CSSCI
北大核心
2008年第2期184-188,共5页
Journal of Henan University(Social Sciences）
关键词
《万有文库》
王云五
商务印书馆
营销策略
策划
定位
价格
出版周期
All-Encompassing Library
Wang Yunwu
the commercial press
marketing strategy
planing
orientation
price
publishing circle
