试论古代建阳书坊的营销模式

On the Marketing Mode of Ancient Jianyang Bookshops

古代传统的图书市场向来以文人雅士的审美品味为主,几大刻书中心所刊刻的书籍也大多以迎合文人读者为主,广大的中下层民众读者群体长时期被忽略,而建阳书商却瞄准民众这一广泛读者群体,其刊印的书籍品种也多以满足这一群体的消费需求为主。论文以建本的销售群体为研究对象,尝试分析建阳刻书产业的营销模式。

The ancient traditional book market was dominated by the elite tastes of the literati.The books published by several major engraving centers were basically catered to literati readers while the broad masses of middle and lower class readers were neglected for a long time.However,Jianyang bookseller noticed the broad readership of the public,and their books were mainly catered to this group.This article takes the sellers of Jianyang books as the research object and analyzes the marketing strategy of Jianyang's book industry.