Research On Advertising Operation Of Life Bookstore From 1932 To 1945

During the period of the Republic of China,the publishing industry in our country developed rapidly.As early as the 1920 s and 1930 s,the market structure of the book industry,which was constructed by powerful large publishing institutions such as the Commercial Press,the Zhonghua Book Company,the World Book Bureau and the Dadong Book Bureau,had already taken shape,at the same time,the new size of the book like a flood,the book market competition can be said to be exceptionally fierce.Therefore,in order to successfully promote their own books and periodicals to sell out,advertising will become the best propaganda weapons of the major publishing houses,and more mature in the commercial operation.As a well-known publisher of progressive culture in the Republic of China,life bookstore has made great achievements in advertising operation.In addition to placing advertisements in its own publications,it has also placed a large number of advertisements in national newspaper media,more at that time the book industry market provides many pioneering types of advertising,a very “Life” characteristics.Based on the advertising operation of life bookstore from 1932 to 1945,this paper explores how life bookstore develops its publishing business through advertising in the Republic of China.In this paper,life bookstore advertising in-depth research,mainly using the historical literature and qualitative analysis of life bookstore to carry out a series of advertising operations.The main body of the article is composed of five parts.The first part mainly introduces the background of the establishment and development of life bookstore,and expounds the related contents of advertising operation,and defines the basic concept of“Advertising operation” by clarifying the previous studies,then it summarizes the advertising operation of life bookstore,especially explains the establishment of advertising agencies and the professional requirements of advertising operators.The joint effect under the effective mechanism enables the advertising practice of life bookstore to be carried out smoothly.In the second part,a large number of charts and tables are used to introduce the general situation of the development of books,periodicals and outlets of Life Bookstore,with the help of historical materials such as “National newspaper index”,“Dacheng application database”and various electronic books and periodicals,on this basis,this paper also explores the advertising performance of life bookstore in its own periodicals,books,stores and mass newspapers,which is also the basic advertising operation mode that life bookstore has been using.The third part is the research on the types of characteristic advertisement created by life bookstore from 1932 to 1945,from mail order advertisement,Union advertisement,Catalogue recommendation advertisement,Mobile operation advertisement and public service advertisement,this paper summarizes the uniqueness of the advertising operation of life bookstore in the Republic of China,in order to further highlight the characteristics of the advertising operation of life bookstore.On the basis of full expression of advertising content and form,the fourth part of this article analyzes the advertising operation strategy of life bookstore.Since its establishment,life bookstore has always taken “Serving the readers wholeheartedly” as its purpose,and its advertising strategy formulation also takes the reader service as its primary starting point,life bookstore also uses a variety of advertising strategies,such as media mix,books and periodicals interaction,event marketing,to attract readers' attention and promote the dissemination of books and periodicals.The fifth part is based on the Republic of China Society,focusing on the life bookstore advertising operation of the value of the times.The advertising operation carried out by life bookstore at that time spread the information of progressive books and periodicals for the readers,met the demand of knowledge and culture,and shaped the brand image of progress for the bookstore itself,more importantly,it leads the innovation and practice of the new form of advertising in modern publishing house,which reflects the historical value and realistic thinking of the study of advertising operation in life bookstore.