中国古代图书中的启事式征稿广告  

The Notice to Contributors Published in Chinese Ancient Books

作　　者：李鹏[1] 

机构地区：[1]中央财经大学文化与传媒学院,北京100081

出　　处：《山东图书馆学刊》2014年第2期103-105,115,共4页The Library Journal of Shandong

基　　金：国家社会科学基金后期资助项目"中国古代图书出版业的营销研究"(11FTQ003)

摘　　要：自宋代开始,中国古代图书出版业者就利用图书作为广告媒介发布启事式征稿广告。宋元时期这类广告不仅含蓄,而且颇具营销机巧;明清时期则商业性更突出,而且征稿方法更为细致。对于征稿广告而言,以图书自身为广告媒介,不仅针对性更强,而且更有效,有助于图书的生产和销售进入一个良性循环。The article discusses the notice to contributors in Chinese ancient books,which appeared from Song dynasty.The advertisements were not only more implicit but also considerable marketing skills during the Song-Yuan period.It become more commercial and gave more attention to detail during the Ming-Qing period.The ad-vertisement published in the book had a more specific and would be more effective.It would contribute to publishing and sales of books.

关 键 词：中国古代图书出版业 征稿广告 营销 

分 类 号：G256.1[文化科学—图书馆学]