【作者】 高洁；

【导师】 邢铁；

【作者基本信息】 河北师范大学 ， 中国史， 2020， 硕士

【摘要】 唐宋时期随着农业的发展和手工业分工的不断细化,人身依附关系也相对宽松;科举制的完善给文化产业的进一步发展铺平了道路,笔墨纸砚生产规模和生产技术有了长足的发展。中唐以后私营手工业因发展经营的需要,进行广告宣传活动,出现了市场品牌定位和商标雏形。本文以唐宋时期的制墨业、造纸业为中心,运用社会学的方法,把制墨业、造纸业分为家族品牌和地方品牌两种品牌经营模式,就民间手工业中的品牌发展及经营模式进行考察,并探讨品牌发展与市场化行为之间的关系。上篇:从制墨业中看唐宋时期家族品牌的形成、发展与传播以唐宋时期的制墨业为中心,通梳理唐五代到两宋时期制墨业生产重心由北向南不断转移的历史过程。在制墨业南移的过程中,以家族为中心进行产业转移的制墨者尤其值得注意,本文以家族品牌为主要研究对象,梳理由唐宋时期的制墨业者,分析其生产经营模式,得出唐宋时期的制墨业经营者大多数存在家内继承的经营模式,从而形成家族品牌经营模式的出现。制墨技术的改良提高、墨品牌文化的塑造和墨广告的推广,让我们看到了唐宋时期制墨业的兴盛和其主要的宣传模式。另外,作为墨的主要消费者的文人群体也不断的对品牌墨加以塑造,形成了品牌墨的超品牌效应,可以看到品牌树立、塑造和传播过程。下篇:从造纸业中看唐宋时期地方品牌的经营与文化现象以唐宋时期的造纸业为中心,分析其主要产区依托于地方资源而发展壮大的情形。从唐代开始有关记载逐渐对于造纸产地着重书写,而不单单局限于纸张的质量或特性。这种以地方纸直接代替纸质量或特性要求的现象,促进了地方品牌的兴起。考察唐宋时期的地方品牌及其下属子品牌可以发现,子品牌纸张所具有的的单独命名、尺寸、厚度、颜色和纹样的相对固定的现象已经具有了品牌化的意义。在子品牌的不断建构过程中,各地造业生产者对于其纸品作技术上、颜色上、尺寸上的排他性区分,消费者群体也在不断的接受这一被塑造的品牌,大量笔记、诗词显示出文人群体对于地方品牌子品牌的偏爱。另外,在品牌文化被树立的过程中,造纸业者从品牌文化的单纯塑造,即增加知名度和销售额逐渐转向对自身身份认同的追求。在四川地区,从早期当地的薛涛到后期外地的蔡伦,逐渐形成了行业神崇拜现象。本文通过对唐宋时期的制墨业和造纸业两个产业的考察,分析家族品牌和地方品牌两大品牌经营模式,有益于多角度观察唐宋时期经济发展和社会运作的多样性。更多还原

【Abstract】 During the Tang and Song dynasties,with the continuous refinement of the division of labor between agriculture and handicraft industry,the personal attachment relationship was relatively loose;the improvement of the imperial examination system paved the way for the further development of the cultural industry,in this case,the production scale and production technology of ink and paper and inkstone have been greatly developed.After the middle Tang Dynasty,the private handicraft industry carried on the advertisement propaganda activity because of the development management,appeared the market brand positioning and the trademark embryonic form.This paper takes the ink-making and paper-making industry in the Tang and Song dynasties as the center,and uses the sociological method to divide the ink-making and paper-making industry into two brand management modes: family brand and local brand.The first part: Taking the ink-making industry in the Tang and Song dynasties as the center,combing the historical process of the production center of the ink-making industry from the Tang and five dynasties to the two Song dynasties from the north to the south.In the process of inking industry moving southward,the ink makers who take the family as the center to carry on the industry transfer are especially worthy of attention.This paper takes the family brand as the main research object,combs the ink producers in the Tang and Song dynasties period,analyzes its production and management mode,and concludes that most of the ink producers in the Tang and Song dynasties have the home inherited business mode,thus forming the emergence of the family brand management mode.The improvement of ink making technology,the shaping of ink brand culture and the promotion of ink advertising have made us see the prosperity of ink making industry and its main propaganda mode in Tang and Song dynasties.In addition,the literati group as the main consumer of ink is constantly shaping the brand ink,forming the brand ink super-brand effect,you can see the brand building,shaping and dissemination process.The second part: The paper-making industry in the Tang and Song dynasties was mainly taken as the center to analyze the development of the main production areas based on local resources.From the Tang Dynasty,the relevant records gradually focused on the paper production,not only limited to the quality or characteristics of paper.This phenomenon of replacing paper quality or characteristic requirements directly with local paper has promoted the rise of local brands.A survey of local brands and their subordinate sub-brands in the Tang and Song dynasties shows that the relatively fixed phenomenon of the separate naming,size,thickness,color and pattern of the sub-brand paper already has the significance of branding.In the process of the continuous construction of sub-brands,local manufacturers make technical,color and size exclusive distinctions for their paper products,and consumers are constantly accepting the brand,and a large number of notes and poems show the literati’s preference for local brand sub-brands.In addition,in the process of brand culture being established,the paper industry gradually turns from the simple shaping of brand culture,that is,increasing popularity and sales to the pursuit of their own identity.In Sichuan region,from the early local Xue Tao to the late field of Cai Lun,gradually formed the phenomenon of worship of industry gods.This paper analyzes the two major brand management models of family brand and local brand by examining the inking industry and paper industry in the Tang and Song dynasties,and can view the diversity of economic development and social operation in the Tang and Song dynasties from many angles.更多还原