發(fā)布時(shí)間：2018-06-24 13:03

  本文選題：申報(bào) + 廣告��； 參考：《中共中央黨校》2010年碩士論文

【摘要】： 辛亥革命前夕的中國(guó)社會(huì)的經(jīng)濟(jì)社會(huì)生態(tài)具有重要的研究?jī)r(jià)值和意義,因上海作為中西方矛盾、互動(dòng)和信息的集中地,《申報(bào)》自然也就成為了中國(guó)最有信息含量的國(guó)內(nèi)外信息集散地之一。本文通過(guò)對(duì)《申報(bào)》廣告這一史料的研究,結(jié)合當(dāng)時(shí)的社會(huì)背景,來(lái)揭示辛亥革命前夕(1910-1911年)中國(guó)的經(jīng)濟(jì)社會(huì)生態(tài)。辛亥革命前夕,晚清政府推行“新政”,力圖強(qiáng)國(guó)和維護(hù)統(tǒng)治地位,列強(qiáng)無(wú)力征服中國(guó),轉(zhuǎn)而進(jìn)行經(jīng)濟(jì)侵略。面對(duì)高新科技的西方工業(yè)文明產(chǎn)品和理念先進(jìn)的現(xiàn)代工商業(yè)運(yùn)作模式,民族資產(chǎn)階級(jí)采取了務(wù)實(shí)靈活、力爭(zhēng)市場(chǎng)、頑強(qiáng)發(fā)展的群體策略:在保險(xiǎn)、金融、汽車(chē)、重工業(yè)、光學(xué)儀器等領(lǐng)域,民族資本主義采取了妥協(xié)、合作、代理的方式;在其他的競(jìng)爭(zhēng)力相當(dāng)?shù)男袠I(yè)領(lǐng)域,民族資本主義采取了頑強(qiáng)發(fā)展、激烈對(duì)抗的競(jìng)爭(zhēng)策略;在大多數(shù)的領(lǐng)域,都存在激烈的中外商業(yè)鏖戰(zhàn)。可見(jiàn),辛亥革命前夕中國(guó)的經(jīng)濟(jì)社會(huì)生態(tài)就是清政府、帝國(guó)主義列強(qiáng)以及華商和洋商這四個(gè)行為主體之間的全面而復(fù)雜的互動(dòng)。 通過(guò)《申報(bào)》廣告的研究發(fā)現(xiàn),當(dāng)時(shí)的中國(guó)社會(huì)經(jīng)濟(jì)生態(tài)發(fā)生了大的變化:國(guó)人的衣食住行都發(fā)生了巨變,現(xiàn)代化的生活方式開(kāi)始出現(xiàn);“自來(lái)火”、“自來(lái)血”和“自來(lái)水”等“自來(lái)現(xiàn)象”在當(dāng)時(shí)非常普遍;中國(guó)國(guó)內(nèi)的全民性的戒煙運(yùn)動(dòng)出現(xiàn),戒煙丸等藥品的市場(chǎng)需求巨大;西方大量的工業(yè)產(chǎn)品涌入中國(guó),它們大大改變了國(guó)人的生活方式和思想文化;保險(xiǎn)、股票等金融投資融資方式出現(xiàn),使中國(guó)商業(yè)的發(fā)展具備了國(guó)際水平。對(duì)辛亥革命前夕《申報(bào)》廣告的研究還發(fā)現(xiàn),華商和洋商都將廣告作為實(shí)現(xiàn)其市場(chǎng)利益的重要手段,雙方的商業(yè)鏖戰(zhàn)則具體體現(xiàn)為中外的廣告戰(zhàn)。在總體廣告分布態(tài)勢(shì)方面,洋商廣告占主要比例,華人廣告和中西合作的廣告占的比例都相對(duì)較小。通過(guò)分析廣告,本文認(rèn)為華商和洋商之間復(fù)雜互動(dòng)的四種基本類(lèi)型,為中方依附、中西交流、中西聯(lián)營(yíng)和中西競(jìng)爭(zhēng)。通過(guò)對(duì)雙方廣告的對(duì)比研究,可以更加深刻反映歷史,尤其是當(dāng)時(shí)微觀的經(jīng)濟(jì)社會(huì)生態(tài):在營(yíng)銷(xiāo)策略方面,外商的售后服務(wù)好于華商,中外都出現(xiàn)了分店聯(lián)營(yíng)的企業(yè)發(fā)展策略;在價(jià)格方面,中外雙方都推出了各種價(jià)格方面的促銷(xiāo)方式,例如“任買(mǎi)券”、“多購(gòu)打折”、“減價(jià)一禮拜”等促銷(xiāo)活動(dòng);在輿論宣傳方面,中外各展特長(zhǎng),中方注重發(fā)掘中國(guó)傳統(tǒng)文化和營(yíng)造“購(gòu)買(mǎi)國(guó)貨”的輿論氛圍,外商則努力掌握了輿論主動(dòng)權(quán),鼓勵(lì)中國(guó)老百姓嘗試新鮮事物,并將西方科技器物包裝成為一種時(shí)尚和進(jìn)步的標(biāo)識(shí),賦予其進(jìn)步文化和開(kāi)明思想的含義。 文章最后得出結(jié)論,列強(qiáng)對(duì)中國(guó)市場(chǎng)的經(jīng)濟(jì)侵略一直在持續(xù);華商的對(duì)外策略是競(jìng)爭(zhēng)、依附和學(xué)習(xí);洋商在開(kāi)拓市場(chǎng)方面的商業(yè)策略可以為中國(guó)企業(yè)全球形象公關(guān)提供借鑒。
[Abstract]:The economic and social ecology of Chinese society on the eve of the 1911 Revolution has important research value and significance, because Shanghai is a contradiction between China and the West. Interaction and concentration of information, "declaration" has naturally become one of the most informative information centers at home and abroad in China. By studying the historical materials of advertisement and combining the social background at that time, this paper reveals the economic and social ecology of China on the eve of the 1911 Revolution (1910-1911). On the eve of the Revolution of 1911, the government of the late Qing Dynasty carried out the "New deal" in an effort to strengthen the country and maintain its dominant position, and the powers were unable to conquer China and instead carried out economic aggression. In the face of the high-tech products of western industrial civilization and the modern industrial and commercial operation mode with advanced ideas, the national bourgeoisie has adopted a group strategy of pragmatic flexibility, striving for the market, and tenacious development: in insurance, finance, automobile, heavy industry, In optical instruments and other fields, national capitalism has adopted a way of compromise, cooperation and agency; in other fields with comparable competitiveness, national capitalism has adopted a competitive strategy of indomitable development and fierce confrontation; in most fields, There are fierce Chinese and foreign commercial battles. It can be seen that the economic and social ecology of China on the eve of the 1911 Revolution is the comprehensive and complex interaction among the Qing government, the imperialist powers and the four actors of Chinese and foreign merchants. Through the study of the advertisement, we found that great changes had taken place in China's social economy and ecology at that time: the people's clothing, food, housing and transportation had undergone great changes, and the modern way of life had begun to appear. The phenomenon of "coming from home" and "running water" was very common at that time; there was a nationwide campaign to quit smoking in China; there was a huge demand for drugs such as quitting pills; and a large number of industrial products from the West poured into China. They have greatly changed the way of life and ideology and culture of Chinese people, and the emergence of financial investment and financing methods, such as insurance and stocks, has enabled the development of Chinese business to have an international standard. The study on advertisement on the eve of the Revolution of 1911 also found that both Chinese and foreign merchants regard advertising as an important means to realize their market interests, and the fierce commercial war between China and foreign countries is embodied in the advertising war between China and foreign countries. In the overall advertising distribution situation, the proportion of foreign commercial advertising is the main, the proportion of Chinese advertising and Chinese-western cooperation advertising is relatively small. Through the analysis of advertisements, this paper holds that the four basic types of complex interaction between Chinese and foreign businessmen are Chinese attachment, Chinese and Western exchanges, Chinese and Western consortia, and Chinese and Western competition. Through the comparative study of advertising between the two sides, the history can be reflected more deeply, especially the micro economic and social ecology at that time: in the marketing strategy, the after-sales service of foreign businessmen is better than that of Chinese businessmen, and the development strategy of joint stores appears at home and abroad; In terms of price, both Chinese and foreign sides have launched various price promotion methods, such as "buying coupons", "buying more discounts", "reducing prices for a week", and so on. The Chinese side pays attention to excavating Chinese traditional culture and creating a public opinion atmosphere of "buying domestic goods," while foreign businessmen strive to master the initiative of public opinion and encourage the Chinese people to try something new. The packaging of western scientific and technological objects is regarded as a symbol of fashion and progress, which endows it with the meaning of progressive culture and open-mindedness. Finally, the paper concludes that the economic aggression of the foreign powers against the Chinese market has been continuing; the foreign strategy of Chinese businessmen is competition, dependence and learning; the commercial strategy of foreign businessmen in developing the market can provide a reference for the global image public relations of Chinese enterprises.
【學(xué)位授予單位】：中共中央黨校
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：K257

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本文編號(hào)：2061617