民国旅京冀州五金商人的广告促销及其费用——以万和成五金商铺《杂项分类底账》为中心

Promotions and Costs of Advertising on Jizhou Hardware Businessman of Beijing in Minguo Period of China——Based on The Ledger Account of the Wanhecheng Hardware Shop

商业广告是商品促销的重要手段之一,旅京冀州五金商人比较重视运用之。以万和成五金商铺《杂项分类底账》为中心,对旅京冀州五金商人的广告运用及费用问题进行探讨,认为当时以散发传单等印刷品类广告为主,广告费用支出比重较高,广告捐另一般商铺无法承受。

Commercial advertising is one of the important means of merchandising, the Jizhou hardware merchants paid much attention to use it. Based on The Ledger Account of the Wanhecheng Hardware Shop, it has been explored on advertisement use and expense issues of the Jizhou hardware merchants, in order to enrich commercial history of Beijing. Some useful historical references have been provided for today＇s businesses and government to strengthen the use of advertising and management.