商品价格形成的文化路径——以红星牌宣纸的价格现象为例

发布时间：2018-02-24 03:04

本文关键词： 价格市场交易文化锚定效应　出处：《学术研究》2016年06期 　论文类型：期刊论文

【摘要】：在市场社会学的价格研究中,文化是被忽视的重要视角。文化视角带回价格研究,可行进路之一是分析文化的策略、倾向和偏好进入市场过程后如何塑造商品价格。以红星牌宣纸为例,生产商通过强调生产工艺的文化传承、赋予商品以地域文化色彩、创造纪念产品的历史关联、营造地位匹配和区隔满足的消费对象锚定策略等,使宣纸除了具备普通商品的经济价值之外还彰显出特殊的文化价值和符号意义。这些文化策略成功地形塑了目标群体的消费心理和消费偏好,从而使商品在市场上实现高价交易得以可能。商品价值越脱离于纯粹的功能满足,商品价格便越取决于由市场所建构的符号、文化和象征意义。
[Abstract]:In the price research of market sociology, culture is an important and neglected angle of view. Taking Red Star Xuan Paper as an example, by emphasizing the cultural heritage of the production process, manufacturers endow commodities with regional cultural colors and create historical links for commemorative products. To create a position match and block satisfied consumer target anchoring strategy, etc. In addition to the economic value of ordinary commodities, Xuan paper shows special cultural value and symbolic significance. These cultural strategies have successfully shaped the consumer psychology and consumer preference of the target group. The higher the commodity value is, the more the commodity price depends on the symbol, culture and symbolic meaning constructed by the market, the more the value of the commodity is divorced from the pure function satisfaction, the more the commodity price is determined by the symbol, culture and symbolic meaning constructed by the market.
【作者单位】：华中师范大学社会学院、社会发展与社会政策研究中心;华中师范大学社会学院;
【基金】：全国优秀博士学位论文作者专项资金资助项目(201306) 霍英东教育基金会高等院校青年教师基金基础性研究课题(141089) 中央高校基本科研业务费项目(CCNU15ZD009)的阶段性成果
【分类号】：F426.83;F270

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