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泰东图书局、亚东图书馆和现代书局作为二十世纪初新兴的中小型书局,在出版方针上,敢于推陈出新,对流行的阅读风尚的把握体现出强烈的趋新求变意识;在长篇小说的选择上,既注重作品的文化水准又考虑到其市场价值,力求实现文化品位与商业利益双赢,因而能够在竞争激烈的新书业市场中异军突起;在传播策略上,以同步广告宣传本社作品,利用名人效应吸引读者,以预设目标读者群的方式激发读者的购买欲,以畅销书为招牌的重版销售策略为主要营销手段,有效地促进了现代长篇小说在广大读者中的传播;在接受样态上,各书局有效利用本社自办期刊搭台唱戏,对出版的长篇小说予以多方审视,使中国现代长篇小说的接受视野呈现出多样化的格局,为中国现代长篇小说的传播接受奠定了良好的基础,也为初期中国现代长篇小说的现代转型留下了持传久远的历史回响。
As the emerging small and medium size bookstores in the early twentieth century, the Taidong Bookstore, Yadong Library and the Modern Bookstore are bold in innovation and have a strong sense of innovation and innovation in the popular style of reading. On the choice of novels, not only pay attention to the cultural level of the work but also take into account its market value, and strive to achieve a win-win situation of cultural taste and commercial interests, so that it can be a new force in the highly competitive new book market; in communication strategy, , Using the celebrity effect to attract readers and to stimulate the reader’s desire to purchase by setting the target readership. Using the best-selling book as the signboard’s republication marketing strategy as the main marketing method effectively promoted the spread of modern novels in the vast readership; In accepting the modality, the bookstores make effective use of their own periodicals to perform their stage operas and conduct a multifaceted examination of the published novels so that the reception field of Chinese modern novels presents a diversified pattern, laying the foundation for the spread of modern Chinese novels. A good foundation, but also for the early modern Chinese novel of the modern transition left a lasting record of history back ring.