“土产土销”营销方针与南通大生纱厂的衰败  

"Self Producing,Self Marketing" and Decline of Nantong Dasheng Cotton Yarn Factory

作　　者：庄安正[1] 马强[2] 

机构地区：[1]南通大学文学院,江苏南通226019 [2]南京理工大学经济管理学院,南京210094

出　　处：《安徽师范大学学报（社会科学版）》2009年第6期690-695,707,共7页Journal of Anhui Normal University(Hum.&Soc.Sci.)

基　　金：国家社会科学基金项目(07FZS007)

摘　　要："土产土销"是大生纱厂创办时因时制宜、因地制宜制订的营销方针,曾在南通和东北的三个区域市场中发挥过积极的作用。但其后清民易代,时局动荡,日商乘机强势侵入,三个区域市场又发生了不利于"土产土销"的重大变数,其中与日商实力上的悬殊,以及张謇在东北市场上的营销失误等,导致"土产土销"消极作用凸现,大生纱厂因此走向衰败。中华民国建立以后,国内市场出现了一些有利于商品流通的因素,但张謇未能把握好历史给予的变更营销方针,开辟新市场的机遇。＂Self production, self marketing＂ is the marketing policy drawn up by Dasheng Cotton Yarn Factory to meet the requirement of time and environment. The policy played an important role in the markets of Nantong and three districts of North-East China. Yet Japanese companies penetrated into market, together with volatile political situation, the markets of three districts of North-East China changed Which went against the policy of ＂self producing, self Marketing＂. Because of the great disparity in economic strength compared with Japanese companies, negative influence of ＂self producing, self marketing＂ emerged which led to the decline of Dasheng Cotton Yarn Factory. After the establishment of Republic of China （ROC）, some conditions in favor of commodity circulation appeared in domestic market. However Zhang Jian missed the chance to constitute right policy and develop new markets.

关 键 词：大生纱厂 “土产土销” 因时制宜 因地制宜 

分 类 号：F423.9[经济管理—产业经济]