清代化州橘红的种植与经营

The Cultivation and Operation of Hua Zhou Exocarpium in Qing Dynasty

化州橘红是产自广东省茂名市的道地药材和经济作物。清初化州官署种植的橘红由于疗效显著成为宫廷贡品,乾隆以后化州橘红种植范围扩展,出现赖家园、李家园等民间专业种植园圃。在对外宣传化州橘红中,当地仕宦和商家将化州橘红与当地传统的"石龙"进行传说附会,进一步演化出"罗辩"仙人植橘的故事。化州橘红成为市场畅销的补益药材后,针对市场上出现制假售假现象,经营者鼓励顾客亲自采摘。编印商业广告的行为则显示当地注意树立商业品牌的意识。清代化州橘红的种植与经营是山区农业商品经济发展背景下上贡物料走向市场药材的结果。

Hua Zhou Exocarpium,originated from Hua Zhou City of Guangdong Province,is renowned as authentic medical herb and economic crop.Planted at the prophase of Qing Dynasty by government officials,Exocarpium enjoyed the reputation of being effective in treatment as the tribute.After Qianlong Dynasty,the range of Hua Zhou Exocarpium cultivation has been largely expanded.During this period,privately-owned traditional cultivation gardens have gradually been developing such as Lai’s Garden and Li’s Garden.To advertise Hua Zhou Exocarpium and catch people’s attention,local officials and businessman attached Hua Zhou Exocarpium with ancient “ Stone Dragon” legend.Therefore the story “ Immoral Luo Planted Exocarpium To Cure Disease” came into being.Hua Zhou Exocarpium has been popular as tonic medicine.However,due to the fact that counterfeit goods of Hua Zhou Exocarpium are manufactured and sold in the market,business owners encourage customers to pick up Hua Zhou Exocarpium by themselves.The printing of commercial advertisement indicates the awareness of establishing commercial brand.The cultivation and management of Hua Zhou Exocarpium dating back from Qing Dynasty is the result of the process where tribute goods turn into market-oriented medicine under the background of commodity economy development in terms of agriculture in mountain area.