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- Title
晚清同文書局的興衰起落與經營方略.
- Authors
沈 俊 平
- Abstract
Tongwen Press 同文書局 , the first Chinese-owned and operated lithographic press, was founded in 1882 by Cantonese cousins Xu Hongfu 徐 宏甫 , Xu Qiuqi 徐秋畦 and Xu Run 徐潤 (1838-1911) in Shanghai. The latter was one of the wealthiest compradors of the time in Shanghai. In its sixteen years in business, the firm took full advantage of the lithographic technique to produce a significant number of high quality lithographic-printed materials, such as old and rare books, reference materials, examination aids, novels, calligraphy and painting manuals. To sell its publications, it utilized both traditional and innovative marketing strategies, such as distributing book catalogues, advertising in newspapers , subscriptions for multi-volume titles, selling publications through retail outlets and consignment shops. This paper examines the development and business strategies of Tongwen Press during the late Qing dynasty. Section one outlines the establishment and growth of the company. Section two discusses the types of lithographic-printed materials it produced and its marketing strategies. Section three examines the decline of the business, and the concluding section assesses the position of Tongwen Press in the history of Chinese publication.
- Subjects
CHINA; TONGWEN Press (Company); QING dynasty, China, 1644-1912; LITHOGRAPHY; PRINTING industry; MARKETING
- Publication
Chinese Studies / Hanxue Yanjiu, 2015, Vol 33, Issue 1, p261
- ISSN
0254-4466
- Publication type
Article