1929年西湖博览会上的书业营销

The Book Industry Marketing on the West Lake Expo in 1929

本文以1929年《申报》报道为材料中心,分析出版业如何通过西湖博览会进行推广宣传,主要方式有提供赞助、出版相关书籍、陈列布置、租屋开店、宣传日游艺等,力图从全新的角度描绘1929年的出版业图景,同时为我国出版业的发展提供些许借鉴。

Based on the reports of Shun Pao in 1929, this paper analyzes how the publishing industry use the West Lake Expa to promote itself. The main methods are providing sponsorship, publishing books, exhibition layout, opening a bookstore and organizing recreation activities. This paper attempts to describe the 1929 publication of the picture from a new perspective, at the same time provide some reference for the development of publishing industry.