1930年代臺灣商業行銷策略考察：以漢詩為研究對象

Investigation of Taiwan's Commercial Marketing Strategy in the 1930s: Taking Chinese Poetry as the Research Object

周志仁(Chih-ren Chou)

《興大人文學報》 69期 (2022/09) Pp. 121-197

摘要

1930年是臺灣商業活動最激烈的時代，多元的銷售管道令消費地點不受限於店面，只要核准處都可以進行商業行為。商戰的白熱化也令許多行銷活動產生，市街上的招牌、廣告旗、宣傳單、報紙廣告……等都可進行商品宣傳，此時由於女性的消費力也令商品重新定位，許多女性限定的產品成為消費主流商品。一般研究日治經濟者多參照日治時期總督府檔案或當時報刊文章，鮮少就傳統漢詩為參考對象。詩是心聲心語，詩文所見都是騷人所見、所思、所感的第一手資料，透過文字的爬梳與整理，從漢詩出發，重新看待臺灣1930年代的商業活動。

關鍵字

日治時期 ； 漢詩 ； 商業行銷 ； 消費者行為 ； 女性消費力

並列摘要

The year 1930 was the most intense era of commercial activities in Taiwan. The diversified sales channels made the consumption location not limited to the storefront, and business activities could be carried out as long as the approved place. The intensification of commercial wars has also led to many marketing activities. Signboards, advertising flags, leaflets, newspaper advertisements on the streets can all be used for product promotion. At this time, due to the consumption power of women, the products are also repositioned, and many women-only products have become Consume mainstream commodities. Generally, those who study the Japanese-occupied economy mostly refer to the archives of the Governor-General's Office during the Japanese-occupied period or newspaper articles at that time, and seldom refer to Chinese poetry. Poetry is the voice of the heart, and what you see in poetry is the first-hand information of what the poet saw, thought, and felt. Through the combing and sorting of words, starting from Chinese poetry, we re-examined Taiwan's commercial activities in the 1930s.

並列關鍵字

Japanese rule ； Chinese poetry ； commercial marketing ； consumer behavior ； the purchasing power of women

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