酒香也怕巷子深——从唐诗和笔记小说看唐代酒肆促销行为的兴起

Good Wine also Needs Boast——On the Rising of Wineshops’ Promotion in the Tang Dynasty from the Perspective of Poetry and Anecdotes

唐代的商品经济处于恢复和发展的阶段,商品竞争日渐激烈。唐代的酒肆在面临行业内激烈的市场竞争情况下,采取了悬挂酒旗、酒幔、酒旆等广告促销与以美貌女子当垆、以酒妓佐饮助兴等人员促销的多种手段,以助其经营。这些活动多记载在唐诗和笔记小说当中。唐代酒肆的促销活动并非孤立的现象,而是当时商品经济水平提高、市场逐渐发育的一个表现。

In the Tang Dynasty, the commodity economy was coming to develop and thus the competition was growing more and more furious. The wineshop （Jiusi） took many marketing means, such as advertisement and face-to-face promotion and so on to promote their management in the face of competition, which are recorded mostly in the Tang poetry and anecdotes. Actually, the promotion in the industry of Jiusi was not an isolated phenomenon but a representation of the economy development and of the gradual growth of the market.