摘要
《申报》在旧中国历史上影响巨大,一直以来都是报刊史的研究重点。1912—1936年,《申报》快速发展为一份商业大报,其成功与正确的广告经营理念和举措密不可分。主要包括:设置广告推广科、推销员等多种方式主动推广广告业务;开创多种增刊、发展分类广告;积极为广告客户提供多样化服务;利用报纸的言论优势,培养社会广告意识,尤其支持华商的业务发展。
With great influence in the history of old China,Shun Pao has been a focus in the study of newspaper history.From 1912 to 1936,Shun Pao has developed rapidly into a major commercial newspaper,whose success is closely related to its advertisement concept and measures.Shun Pao took various ways to promote advertisement business such as establishing advertisement department,initiating various supplements and developing classified advertisement,providing various services to advertisers,cultivating social advertising awareness and supporting the business of Chinese merchants especially.
作者
向娟
吴琼
XIANG Juan;WU Qiong(School of Language and Media,Anhui University of Finance and Economics,Bengbu 233030,China)
出处
《辽东学院学报（社会科学版）》
2019年第5期46-50,共5页
Journal of Liaodong University：Social Science Edition
基金
安徽财经大学科研重点项目(ACKY1724ZDB)
关键词
《申报》
广告
广告经营
Shun Pao
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