民国旅京冀州五金商人的广告促销及其费用——以万和成五金商铺《杂项分类底账》为中心  

Promotions and Costs of Advertising on Jizhou Hardware Businessman of Beijing in Minguo Period of China——Based on The Ledger Account of the Wanhecheng Hardware Shop

作　　者：卢忠民[1] 李小梅[2] 王东升 

机构地区：[1]东北大学秦皇岛分校社会科学研究院,河北秦皇岛066004 [2]河北科技师范学院思想政治理论教学部,河北秦皇岛066004 [3]秦皇岛实验中学,河北秦皇岛066000

出　　处：《河北科技师范学院学报（社会科学版）》2013年第1期113-118,共6页Journal of Hebei Normal University of Science & Technology(Social Sciences)

基　　金：中央高校基本科研业务专项资金资助"民国冀州商帮与北京社会经济发展研究"(N110423009)

摘　　要：商业广告是商品促销的重要手段之一,旅京冀州五金商人比较重视运用之。以万和成五金商铺《杂项分类底账》为中心,对旅京冀州五金商人的广告运用及费用问题进行探讨,认为当时以散发传单等印刷品类广告为主,广告费用支出比重较高,广告捐另一般商铺无法承受。Commercial advertising is one of the important means of merchandising, the Jizhou hardware merchants paid much attention to use it. Based on The Ledger Account of the Wanhecheng Hardware Shop, it has been explored on advertisement use and expense issues of the Jizhou hardware merchants, in order to enrich commercial history of Beijing. Some useful historical references have been provided for today＇s businesses and government to strengthen the use of advertising and management.

关 键 词：冀州商人 五金 广告 万和成账簿 

分 类 号：D82-052[政治法律—政治学]