《申报》广告战中的知识产权纠纷:胡开文内部“休屯之争”

Intellectual Property Disputes in the Advertising War on Shun Pao:Hu Kaiwen’s“Dispute between Xiuning and Tunxi”

19世纪70年代中期,创刊不久的《申报》开始连续刊登徽墨名家胡开文的广告,它们分别来自胡开文休宁系、屯溪系以及老六房后代胡贞一经营的分号。起初胡开文家族内部各支系只是在《申报》刊发营销广告,宣传自家分号业务。后来胡开文休宁系和屯溪系突然爆发广告战,两支胡开文主要支系通过刊登维权广告互相攻讦,形成“休屯之争”的局面。它们之间的纠纷围绕胡开文字号的知识产权展开,将家族内部矛盾完全呈现在新兴的大众媒体上,持续了近五年之久。这次纠纷虽然是既有问题的延续,但是反映了这一时期胡开文的经营特点,为重新认识中国传统家族企业管理和继承制度提供了参照。

In the mid-1870s,the recently-launched Shun Pao began to publish advertisements for Hu Kaiwen,a famous Anhui and Mohic painter.They were about the subsidiaries run by the Xiuning and Tunxi clan of Hu Kaiwen and Hu Zhenyi,a descendant of him.At first,all branches of the Hu Kai⁃wen family just published marketing advertisements on Shun Pao to promote their own subsidiary busi⁃ness.Later,the Xiuning family and the Tunxi family suddenly broke out in an advertising war.The two main Hu Kaiwen branches attacked each other through the publication of rights protection advertisements,forming a situation of“Xiuning and Tunxi dispute”.The dispute between them focuses on Hu Kaiwen’s intellectual property rights,which has completely presented the contradictions within the family on the emerging mass media for nearly five years.Although this dispute is a continuation of existing problems,it reflects the business characteristics of Hu Kaiwen during that period and provides a reference for re-un⁃derstanding the management and inheritance system of traditional Chinese family businesses.