A Study On The Consumption View Of The Capital In The Song Dynasty

The title of this article is The Research on Citizen’s Consumption Value in the Song Dynasty’s Capital-Based on the Investigation of Economical Activities of Service Industry. Viewing the consumption phenomenon in the four essential requirements of the people:food, clothing, housing and transportation evolved in service industry according to Morris.B.Holbrook’s theories, this article divides consumption value in the Song Dynasty’s capital into two types, including the actuality consumption that suite for the needs of essential and improvement, and the hedonism consumption of extravagant and indulgent.In all the economic activities of city’s service industry, abundant material supply made the residents lived in Fang Guo, city garrison and the floating population began to pay more attention to consumption on essence, after met the basic material needs of economic consumption. By historical materials mining and analyzing, we can sort out such a method, under the guide of actuality and hedonism consumption, when the residents of capital were meeting basic living needs, at the same time, they have further developing demand, that is the requirements of improving quality of life and business’s development, even they were crazy of non-moderate hedonism consumption. By the study, we can conclude that, this consumption is influenced on the idea of "utilitarianism", and what reflected from this is the rise of commercial awareness and cultural consumption popularize. On the characteristic of consumption, the "equal" was appeared. The reason of customer value’s change is development and prosperity of commodity economy. And row upon row of stores and pedlars, fiery service industry add color to the capital of Song dynasty. Because residents’requirement of the consuming level had been improved and also the consuming needs and wants had been expanded, they made Urban markets and service industry develop and flourish in further and changed the urban landscape. Also, as the values of the whole society, it influenced the culture and art and social ideology.Based on the above ideas, this article is the frame of service industry in capital and it’s consumers, the genres of consumption value, the characteristics of consumption value, the consumption value’s influence to social and economic, discusses consuming activities and phenomenon in city service industry activities, and analyses the characteristics and current of townspeople’s consumption value. From the study, it reflects reference to build moderate consumption concept, that is establishing the scientific and moderate consumption value so as to ensure the healthy and sustainable development of the market, and also pointed out the shortcomings of extravagant consumption so as to learning something from it.