Hong Ji Tang Of Jinan: Research On The Historical Vicissitude And Contemporary Protection Of Chinese Traditional Medicine Store Custom

Hong Ji Tang, the old Chinese Traditional Medicine Store of Le's Family, was established by Le Jingyu, the young master of Tong Ren Tang, in 1907. Hong Ji Tang inherited and consummated the management concept and system, and developed into an outstanding brand rapidly, which was named as one of the Three Famous Chinese Traditional Medicine Store together with Tong Ren Tang in Beijing and Hu Qing Yu Tang in Hangzhou. However, Hong Ji Tang was shocked after the Middle of 20^th century. In the end of 90s, Hong Ji Tang was shattered by the history, the same as the other Old Brand. Fortunately, since the year 2007, it aroused the attention of society again. Beginning with the protection of historical architecture, a system project—"the Protection, Restoration and Exploitation of Hong Ji Tang Culture "comes into being.This paper, aiming to arrange and research the traditional custom of Hong Ji Tang from the aspect angle of folklore, discusses the historical development and contemporary protection, promotes the regionally culture research and supports the restoration and exploitation of Hong Ji Tang Culture .This research is innovative partly in the research field of the traditional medicine store and Hong Ji Tang Culture. It is not only making up the baldness of medicine history, but also making up the insufficiency of the traditional medicine store research in Jinan from the aspect of folklore, which is the purpose of concerning on this kind of folklore.The paper mainly makes use of field survey method. Since January, 2007, the author has interviewed several old clerks of Hong Ji Tang, obtained a great deal of materials and collected relevant literature materials.The paper mainly includes four chapters:Introduction: It introduces the reason for selecting this research title and the research scope, then makes a brief conclusion of the phylogeny and academic history of the traditional medicine store in China. Hong Ji Tang has taken on the character of "group", while the length is limited; as a result the research pays more attention to the history and folklore related to the traditional medicine store itself.Chapter 1 the history of Hong Ji Tang: The paper describes the situation from the establishment of Tong Ren Tang to the development of Hong Ji Tang. To research the culture of Hong Ji Tang, it is necessary to introduce Tong Ren Tang; meanwhile, to discuss the ups and downs of Hong Ji Tang, Tong Ren Tang is the best frame of reference. It is important to mention the unique "Context of Jinan", because it would be hard to understand the culture of Hong Ji Tang if the unique context is neglected.Chapter 2 traditional store custom of Hong Ji Tang: This chapter discusses the historical distribution of Hong Ji Tang, the management procedure, the personal system and the financial system and financial system, the lifestyle of staffs and the emotion of Family-country, in order to present a lively and tridimensional Hong Ji Tang relying on the dictation of people and literature materials. The living space and culture preference of people in Shandong could be observed through the store custom of Hong Ji Tang. It is well-known and prosperous not only because the products and service, but also because of the emotion of "Family-country" which is inherited from Tong Ren Tang. The emotion is represented by a series of acts of the store.Chapter 3 analysis of the contemporary crisis and protecting process: the author analyses the meaning of protecting and restoring Hong Ji Tang, basing on the contemporary crisis of Hong Ji Tang and comparing it with Tong Ren Tang. To discuss how to protect and exploit Old Brand scientifically and efficiently, how to build symbol culture and how to impulse culture industry exploitation through the protection process and exploitation planning of Hong Ji Tang.