【作者】 任伟；

【导师】 雷家宏；

【作者基本信息】 华中科技大学 ， 专门史， 2010， 硕士

【摘要】 宋朝经济的繁荣促进了市场竞争,各个行业都有着自己独特的经营方式,多数商家利用“广告”进行角逐。宋代商人拥有较强的广告意识,其根本原因在于追求经济利益,客观原因在于他们处于激烈的市场竞争以及当时社会思想文化的影响,想要脱颖而出就必须要在信息的传播、店铺影响力的扩大上下功夫,因此广告成为商家角逐的首选。商家利用广告在视觉、听觉方面的影响,吸引消费者注意,唤起其潜在的购买欲望,促使消费者产生购买冲动。商人们在广告上大做文章,宋代出现了诸如“声响广告、商品展示类广告、悬挂式广告、媒介广告、节日广告”等一系列的广告形式。面对变化多端的需求环境和竞争环境,为了保持稳定的客源和持续的竞争优势,商家紧跟市场需求的变化,经营意识逐渐向“以人为本”靠拢,分析顾客心理,巧妙地运用经营手段,最大程度地满足顾客的心理需求,从而获得更多的市场机会。在宋代,虽然并没有文献明确指出商人掌握“消费心理”这个概念,但他们在经营手段上对广告恰当的应用,使得所售商品既符合人们物质功能的要求,又满足了人们心理方面包括“文化心理、审美心理、求实心理、求名心理”的要求,而消费心理则是影响顾客做出购买决策的重要因素。可以说,虽然文献没有明显记载,但宋代商人们已经懂得“消费心理”的意义,并对其进行恰当的使用。宋时期的商人们巧妙地经营手段促进了有宋一代商品经济的发展,经济的巨大发展也促成了广告的空前繁荣。更多还原

【Abstract】 The economic boom of Song Dynasty speeded up market competition. Every industry had its own specific business mode, so most merchants took advantage of“advertisement”to compete with each other. Merchants of the Song Dynasty had strong advertising awareness. The root reason lied in the pursuit of interests, while objectively speaking, that was because they were under intense market competition and influenced by the society, mindset and culture at that time. In order to stand out, they had to put more efforts on spreading information and enhancing their influence, so advertisement became their first choice. They made use of the advertisement’s influence on viewing and hearing to attract the attention of consumers and arouse their potential desire to purchase things, prompting the buying impulse. Traders tried every possible way to do advertisement, giving birth to a series of advertising forms such as“sound advertising, merchandise display advertising, hanging advertising, medium advertising, holiday advertising, etc”.Facing the changing demand and fierce competition, in order to stabilize customer resource and ensure long-lasting competitive edge, merchants followed closely the changes in market demand and gradually shifted their operation awareness to“putting people first”by analyzing customers’psychology and wisely applying operation means to satisfy customers’psychological demand to the utmost and thus obtain more market opportunities. Though no document clearly states that in Song Dynasty merchants had the concept of“consumer psychology”, they indeed properly used advertisement as an operation means. Their merchandise not only satisfied consumers’demand of their material function, but also the demands of consumers’psychology, including“cultural, esthetic, practical and fame-seeking psychology”. Consumer psychology was an essential factor influencing consumers’purchase decision. Therefore, without obvious record in documents, merchants of Song Dynasty have already understood the meaning of“consumer psychology”and known how to properly use it.Merchants of Song Dynasty wisely used operation means and promoted the development of its commodity economy. Economic boom in turn led to the unprecedented prosperity of advertisement.更多还原