近代中国企业的广告促销研究

【作者】 秦其文；

【导师】 丁长清；

【作者基本信息】 南开大学 ， 经济史， 2005， 博士

【摘要】 我国著名的经济史学家吴承明先生曾明确指出:“经济史应当是研究各时期社会生产、交换、分配、消费的历史”,显然,在经济史的研究视野中,应研究商品(服务)交换或流通的规律。但十分遗憾的是,在建国以来中国经济史的研究中,存在着重生产、重分配、轻流通的情况; 偏重对生产关系中分配、消费环节的研究,轻视对企业市场交换行为或商品流通行为的研究,应当引起重视,更应加以改变。人们对市场营销史或市场交换史的研究甚少,甚至可以说对近代中国企业市场营销史的研究几乎更是一个空白,而广告促销本身是市场营销的一个重要组成部分。从已有的研究成果看,迄今几乎尚未看到集中探讨“近代中国企业广告”的专著和专文,企业广告,尤其是近代工商企业广告是报纸广告经营的重要对象,它收益高,手续简便,是报社聚财敛资的主要渠道。只是在一些相关的论著和论文中对这一问题间有涉及,而且以叙述性、说明性的文字居多,而直接引用广告的原文进行说明的甚少。诚然,以往学者曾对近代广告发展史有所研究,但多是从新闻与传播史的角度去研究广告史,或是从文学的角度去研究广告史,而非从经济史或企业史的角度去研究广告史。本文从企业的角度研究了近代企业的广告史。本文分为八章。第一章主要是从近代国货同洋货的斗争与近代中国企业广告的产生,广告与近代报刊传播媒体相辅相成两节考察了近代中国企业广告产生发展的历史背景。第一节近代中国资本主义的产生并非主要缘于自身经济的自然发展,而是在很大程度上与西方资本主义的入侵相联系,所以近代中国的广告也并不完全是按照自身发展的常规而诞生的。近代中国企业广告,是伴随着西方资本主义的入侵而产生的,甚至在某种程度上还可以说近代中国最早的新型广告是从西方移植过来的。在近代,随着中国的国门被外国大炮打开,外国的工业品源源不断地涌入中国,中国工业品面临的是一个洋货充斥的市场,中国成为西方殖民主义的重要原料市场和商品销售市场。但外国商品在中国市场的倾销并不是很容易的。在以小农经济和家庭手工业为核心的自给自足的自然经济半自然更多还原

【Abstract】 Our economist of wu cheng ming had said that the history of economy should be researched in production ,exchanging,assign and consuming.exchanging also goods circulation ,is very important in our study of economy history ,but nowadays ,our economy researchers can hardly study it,especially in advertisement promotion of enterprise.in the past,formerly researchers give us an account of whatthey had studied in news broadcasting course,not in enterprise subject.in my paper,I want to discuss what to do and how I prepare to do in advertisement promotion of modern company. The first chapter I had explain the production of the enterprise advertisement promotion in modern China society from two hands,on the one hand ,I account for the battle of annihilation between chinese goods and foreign goods ,the advertisement promotion of the china enterprise get a successful battle against the foreign goods advertisement in the end.on the other and ,I had discussed the relationship between the newspaper,magazine and advertisement.The second chapter I had studied the important function of advertisement in modern enterprises. Advertisement promotion was not only the national industrial production and commercial center role,but also had the practice effect in supporting the Chinese estate or industry.The third chapter I had dicussed the nationality affections in Chinese merchandises.The Chinese industry and its commerce advertisement promotion of commercial business affairs development was obviously inferior to company development.The development degree of the China industry sale market should been made too high estimation.on the whole,the Chinese people patriotism consciousness degree was very high.in the Chinses advertisement had said many patriotic languages ,all talking in earnest. In modern society,the politics nature and business character of Chinese advertisement is Coexistly keep pace with,that is to say that the politics nature and business character of Chinese advertisement is shoulder to shoulder ,or side by side.in the end,I had discussed an argumentation between the Chinese advertisement promotion and people patriotism consciousness of China. The fourth chapter I had studied the three selling principles of modern advertisement.in the first,objective principles of an enterprise and its product.the second is advertisement subject of customer dominant position demands,the third is advertisement reliablity of science experiment of product. The fifth chapter I had studied the creating the forms of advertisement promotion new. The sixth chapter had discussed the language skills, embrace four aspects, terse or concise, common or popular,vivid or lively,contrast or comparison. The seventh chapter I had discussed two relations,the relation between advertisement of modern company and modern papers or magazines. The eighth chapter the pattern of the west had an effect or influence on living fashion,no matter in material living or in spirited,from paper advertisement,modern shanghai was an example of early Chinese cities.更多还原