晚清上海中文商业报纸的营销策略——以外商经营的《申报》为例  

Analysis on the Marketing Strategy of Chinese Business Newspaper of Shanghai in the Late Qing Dynasty--Take the Foreign-run Shen Daily as an Example

作　　者：何兰萍 HE Lanping(Shanghai Chinese Medicine University,Shanghai 201203,China)

机构地区：[1]上海中医药大学马克思主义学院,上海201203

出　　处：《天中学刊》2021年第4期141-145,共5页Journal of Tianzhong

基　　金：2014年国家社会科学基金重大项目(14ZDB046);2018年上海市社科规划一般课题(2018BJL008)。

摘　　要：对商业报纸来说,初创时期的营销策略至关重要,它直接关系到一份报纸能否生存下来。初创时期《申报》的生存与发展之道主要有三:内容和读者的本土化;降低成本、低价销售;创建庞大的商业销售网络。这种营销策略不仅使其在与《上海新报》的竞争中胜出,而且在晚清乃至近代中国报业市场竞争中立于不败之地。As for the commercial newspaper,the marketing strategy in the initial stage is very important,which is directly related to the survival of a newspaper.There were three ways for the survival and development of Shen Daily in the initial stage:localization of content and readers;reducing the cost and selling at a low price and creating a huge commercial sales network.This marketing strategy not only made it win in the competition with Shanghai New Daily,but also made it invincible in the competition of newspaper market in late Qing Dynasty and even in modern China.

关 键 词：《申报》 初创时期 营销策略 《上海新报》 

分 类 号：G219.2[文化科学—新闻学]