在明代通俗小說的發展因素中，書坊主的重要性不容忽略。同時，書坊主群起刊刻類型小說，既是逐利潮流的追隨，則小說在明代實具有「流行商品」的性質。由於經濟因素對明代通俗小說發展所造成的文學商品化現象，是非常顯著而重要的觀照層面。因此，本文從產銷的角度探析明代書坊對通俗小說的經營策略，首先從出版生產的層面考察生產者及其作業模式，以及如何在成本和利潤中取得最佳交集以生產小說商品；其次，從市場行銷的層面考察產銷者如何在其小說中運用廣告、插圖、評注等以吸引消費者，進而追求最大的利潤。結論是明代書坊在市場機制的運作下進行通俗小說的產銷，客觀上促進了通俗小說的發展與傳播，提高了通俗小說的地位和價值。然而，在易成速售的逐利目標下，部分小說產品流於粗製爛刻，如此勢必抑制並歪曲了小說創作的文學藝術。

Among the factors causing the development of Ming Dynasty popular novels, the owners of publishing houses should receive special attention. With the purpose to pursue profit, publishing house owners would publish certain types of novels, which in turn helped form the characteristic of "popular commodity" in Ming novels. Because the economics played an important role in causing the Ming Dynasty popular novel to develop toward the direction of "the literature commercialization," this paper discusses from production and marketing the management strategies Ming dynasty publishing houses used for popular novels: First, this paper inspects, from the publication production angle, the producer and the production work pattern as well as the ways to obtain the biggest profit by reducing the cost. Next, from the market marketing angle, this paper inspects how publishing houses utilized in the novels advertisements, illustrations, and commentaries, etc. to attract the consumers and therefore to pursue the biggest profit. The conclusion is that the Ming Dynasty publishing houses produced and marketed popular novels under market mechanism operation, which positively promoted the popular novels, facilitated their growth, and improved the status and values of popular novels. However, because of the priority of pursuing the commercial interest, the qualities of some novels appeared poor, which inevitably would suppress and twist the creation of fine literary works.