本文選題：《出版周刊》 + 商務(wù)印書館　； 參考：《安徽大學(xué)》2017年碩士論文

【摘要】：商務(wù)印書館作為中國第一家現(xiàn)代出版機構(gòu),一個多世紀(jì)以來,以"昌明教育,開啟民智"為己任,竭力傳承中華文化,積極傳播海外新知,其歷經(jīng)劫難又不斷重生,創(chuàng)造了中國文化出版事業(yè)的輝煌。商務(wù)印書館在近代文化傳播與出版各類書籍方面作出很大貢獻。而期刊因其出版周期短、讀者群體廣成為研究新聞出版史的重要文獻載體。《出版周刊》作為商務(wù)印書館自辦自宣本館出版物的期刊,向讀者提供館內(nèi)主要出版物的信息。在二十世紀(jì)三十年代,讀者對出版物的需求量與日俱增之時,《出版周刊》在宣傳、推廣及營銷商務(wù)印書館本館出版物方面發(fā)揮了重要作用�！冻霭嬷芸穭�(chuàng)刊于1924年,主編李伯嘉。1934年進行改版,增加"讀書指導(dǎo)" "印刷常識" "本館著作人索引" "本館著作人履歷"等欄目。"七七事變"后,商務(wù)印書館遷至長沙,《出版周刊》改名為《出版月刊》,另計期數(shù)出版。1941年8月,此雜志�？１疚囊�1934年改版后的《出版周刊》為研究對象,從圖書宣傳、圖書推廣及圖書營銷三個方面探究《出版周刊》的出版價值與史學(xué)價值。本文包含六個部分:緒論主要介紹選題緣由、研究目的和意義、當(dāng)前學(xué)界對商務(wù)印書館及《出版周刊》的研究現(xiàn)狀。第一章從宏觀上分析商務(wù)印書館與《出版周刊》的關(guān)系,商務(wù)印書館是民國出版業(yè)的翹楚,《出版周刊》是商務(wù)進行自我宣介的刊物,其主要欄目設(shè)置及內(nèi)容、主編等值得研究。商務(wù)印書館與《出版周刊》,二者相得益彰、實現(xiàn)雙贏。第二章以《出版周刊》的圖書宣傳為主線,探究《出版周刊》兩大欄目"本周出版新書""本周重版書"在圖書宣傳方面發(fā)揮的作用。通過統(tǒng)計1934-1937年《出版周刊》中"本周出版新書" "本周重版書"兩大欄目的圖書出版情況,闡述其所用的圖書分類法、欄目內(nèi)容及宣傳方式與欄目的發(fā)展歷程及出版情況。第三章以《出版周刊》中圖書推廣為中心,以"讀書指導(dǎo)""讀物介紹"兩大欄目為例,通過統(tǒng)計1934-1937年《出版周刊》"讀書指導(dǎo)""讀物介紹"欄目的內(nèi)容分類,闡述其欄目特點以及圖書推廣的方式。第四章以《出版周刊》的圖書營銷為主題,研究對象為《出版周刊》中形式多樣的廣告。通過統(tǒng)計1934-1937年《出版周刊》在版圖書銷售廣告、圖書預(yù)約廣告、圖書廉價廣告及相關(guān)經(jīng)營廣告的廣告數(shù)量及類別,分析四種廣告在《出版周刊》中所占的比例,從而研究《出版周刊》的圖書營銷策略。本文主要探討了《出版周刊》在宣傳、推廣及營銷商務(wù)印書館出版圖書方面的意義。"以史為鑒,方知得失",商務(wù)印書館以"出版"為手段,以傳播知識文化為目標(biāo),將商業(yè)利益與社會效益進行有機統(tǒng)一。當(dāng)下,數(shù)字出版與傳統(tǒng)出版激烈碰撞,出版機構(gòu)一方面要賺取利潤,另一方面也要勇于擔(dān)負起社會文化重任。鑒于此,當(dāng)下出版業(yè)與社會發(fā)展之間的關(guān)系尤其值得思考。
[Abstract]:As the first modern publishing institution in China, the Commercial Press has, for more than a century, devoted itself to "Changming education, opening up the wisdom of the people", striving to pass on Chinese culture and actively spreading new knowledge abroad. To create the brilliant cause of Chinese cultural publishing. The Commercial Press has made great contributions to the dissemination of modern culture and the publication of various kinds of books. Because of its short publishing period, the periodical has become an important document carrier for the study of the history of news and publication. As a periodical of the commercial press, it provides the readers with the information of the main publications in the library. At a time when the demand for publications was increasing in the 1930s, the publication Weekly played an important role in promoting, promoting and marketing the publications of the Commercial Press. Editor-in-chief Li Bojia. Revised edition in 1934, adding "Reading Guide", "Printing knowledge", "Index of authors of this Museum", "History of authors of this Museum" and other columns. " After the July 7th incident, the Commercial Press moved to Changsha, and the publication Weekly was renamed "monthly publication" and published in another issue. In August 1941, the magazine was suspended. This paper takes the revised publication Weekly in 1934 as the research object, and probes into the publishing value and historical value of the publication Weekly from three aspects of book propaganda, book promotion and book marketing. This paper includes six parts: the introduction mainly introduces the reason, the purpose and the significance of the research, and the current situation of the academic research on the business press and the publication Weekly. The first chapter analyzes the relationship between the business press and the publication weekly from a macro perspective. The business press is the leading publication in the Republic of China, and the publication weekly is the publication of the business to promote itself. The main columns and contents, the chief editor and so on, are worthy of study. The business press and the publication Weekly complement each other and achieve a win-win. The second chapter is based on the book propaganda of the publication Weekly, and probes into the role of the two columns of the publication Weekly in publishing new books this week and reprinting books this week in the field of book publicity. Based on the statistics of the publishing of the two columns of "this week's new book" and "this week's reprint book" in "published Weekly week" from 1934 to 1937, this paper expounds the book classification, column contents and propaganda methods, and the development course and publishing situation of the columns. The third chapter focuses on the promotion of books in "publication Weekly", taking "Reading Guide" and "Reading material introduction" as examples, and classifying the contents of "Reading Guide" and "Reading introduction" through statistics from 1934-1937. Expound its column characteristic and the way that book popularizes. Chapter four focuses on the book marketing of Publishing Weekly. According to statistics on the number and types of advertisements for the sale of books, book booking advertisements, book cheap advertisements and related business advertisements in 1934 to 1937, this paper analyzes the proportion of the four kinds of advertisements in the publication Weekly. So as to study the book marketing strategy of the publication Weekly. This paper mainly discusses the significance of the publication Weekly in publicizing, popularizing and marketing the books published in the Commercial Press. " Taking history as a mirror, we can know the gain and loss ", the business press takes" publication "as the means, takes the dissemination of knowledge and culture as the goal, carries on the organic unification between the commercial interest and the social benefit. At present, digital publishing and traditional publishing collide intensely. On the one hand, publishing institutions should make profits, on the other hand, they should shoulder the social and cultural responsibility. In view of this, the relationship between the current publishing industry and social development is particularly worth considering.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G239.29

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