Research On The Commercial Press’s Book Promotion Strategy In The Republic Of China

Republic of China is a period of prosperity and development of the old China advertising industry, is the heyday of the book industry advertising, and also is the period of the rise and growth of the Commercial Press. When the Commercial Press in the process of promote its published books, it summarize a lot of experience that still worth learning today. The book advertising has the dual nature of cultural and commercial because of its specificity. As the largest and most affected cultural and publishing agencies in modern China, Commercial Press’s promotion of books has the functions of marketing its cultural products and a certain cultural influence. It can be said that the Commercial Press’s book advertising strategy is both an integral part of the Republic of China’s cultural studies and an indispensable research on the development history of the Chinese advertising.The purpose of this project is that through the analysis and research on the reason why the Commercial Press pay attention to its book promotion, the main types and categories of books of the Commercial Press’s book advertising, the Commercial Press’s book promotion strategy and its brand building, then to get inside into the representative of a developing part of the book advertising in the period of Republic of China. This project also analysis some cases of the Commercial Press’s book promotion and its competitor’s book advertising strategies in order to strengthen the comprehensiveness of this project. The end of this project is to discuss how important a significance for reference to contemporary on the book marketing of Commercial Press. The aim is to analysis the history of the Commercial Press and at the same time, we can learn some lessons from it for the contemporary book advertising. Though the content research on the Commercial Press’s book advertising in the republic of China and analysis some certain publication of Commercial Press’s long-term advertising posted in a time period. Then we can know the main method and strategies of the Commercial Press’s book promotion in the republic of China. As a large-scale cultural and publishing agency, the stylish of the Commercial Press’s ads have a same theme, the feature of its advertising shows out that the book publishing of the company possesses its legitimacy and authority which match the corporate image of the Commercial Press. The Commercial Press paying great attention to establish its own brand image in the process of its book promotion, which is also the reason that it can get development and growth. In response to different types of publications’promotion, the Commercial Press paid great attention to using different promotion methods for its different consumers, and always looking out the reality and potential demand of its readers. It will take measures according to the situation considering on considering the advertising medium and the time slot. The commercial Press has its specific promotional strategies on the species of book promotion, the types of advertising, the choice of advertising medium and the expression of ads. It paid lots of attention to take specific measures on its brand image and reader’s feedback, compare to most of enterprises nowadays, the Commercial Press’s work is much better. And is worth learning while mostly publisher promoting its book.At present, whether the research on Commercial Press or studies on the history of advertising are lack of depth on study book advertising. Through a whole study on the Commercial Press’s book promotion strategies in the republic of China. This topic trying to reappeared the glory times of book advertising in the time of republic China. And expand a theory field research on the Commercial Press, trying to fill up a little regret on study the history of Chinese advertising.