宋诗视阈中两浙地区城市商贸新风略论

On the New Business Trend in Cities of Zhejiang Region from the Perspective of Song Poetry

宋代涉商诗中有大量关于两浙地区城市商贸活动的描写,形象展现了浙地城市商贸经济的发展新变。这种新变主要表现在三方面:一是重商好贾之风日炽,从商人数激增,兼商社会身份多元化;二是城市商贸格局突破传统,商点布局与经营时段趋于自由,行业街市大量涌现;三是浙商的商贸文化心理发生新变,广告策略富于创造性,品牌、质量意识两极分化,神佑意识得以强化,并外显为各种商业崇信习俗。

There are large number of business-related poems during Song Dynasty which give vivid description of the commercial activities in cities of Zhejiang region, showing the new changes in the development of the urban commerce and economy in Zhejiang. This kind of new changes are mainly reflected in three aspects： firstly, mercantilism is becoming more and more popular, the num- ber of business people is increasing all the time, people involved in business have diversified social i- dentifies; secondly, the structure of the urban commerce and trade begins to break the traditional pat- terns, the layout of business and the operating hours tends to be more freely exercised, business streets with different trades are emerging in large numbers; thirdly, the business and cultural psycholo- gy of Zhejiang merchants is changing, advertising strategies are rich in creativity, the awareness of brand and the awareness of quality are polarized, the consciousness of God blessing is reinforced, which is revealed explicitly in a variety of customs of commercial worships.