明代 書商의 出版 經營에 대한 考察

Abstract

During the Ming Dynasty, with the development of commerce and the acceleration of the commodity economy, the demand for books increased significantly and their value as a commodity gradually increased. In particular, mainly in the Jiangnan region, books such as plays and novels were edited and published in large quantities, which greatly expanded the book publishing business. After the middle of the Ming Dynasty, the publishing business gradually developed professionally and systematically, divided into publication and sales of books, forming a distribution system centered on wholesale and retail. In addition, with the development of the transportation system, the number of booksellers transporting islands nationwide through land and sea has increased.)(Booksellers of Ming Dynasty made economic profits by editing and publishing books tailored to the market demand from a merchant's point of view. After the Jiajing and Wanli periods, the publishing industry in the Ming Dynasty was reached its golden age and Bookseller at the center of it. Beginning in the middle and late Ming Dynasty，In order to survive under the free competition system, they engaged in various business activities and tried to secure a competitive advantage in the market. They achieved successful business results through publishing in line with market changes and social demands, and through the use of publication planning and sales methods to maximize profits, active promotions using advertisements, and customer service based on expertise. It can be evaluated that it was the result of the efforts of the merchants at the time that the book publishing business of the Ming Dynasty achieved the greatest prosperity. It can be evaluated that they played an important role in the economic development and cultural prosperity of the time, as well as in the preservation and succession of literature by participating in actual publication as well as in management.