民初商务印书馆教科书营销策略——以《申报》广告为中心

On the Commercial Press' Marketing Strategy of Textbooks Based on Shenbao Textbook Advertising in the Early Republic of China

商务印书馆是民初时期最具有影响力的大书局,出版了大量的适合中小学校使用的教科书。为了在利润丰厚的教科书市场上保持领先地位,商务采取不同的营销策略,在《申报》广告中采用灵活多变的方式,来塑造自身品牌形象。

The Commercial Press was the most which published a lot of textbooks for primary position in the lucrative textbook market, the influential bookshop in the early Republic of China, and secondary schools. In order to maintain its leading Commercial Press used flexible advertising ways and paid attention to the shape of its brand image.