The Marketing & Promotion About Song Dynasty Capital’s Catering

The Song dynasty is the peak in the history of economic development in ancient China; which has greatly improved the level of productivity, economic prosperity, the abundance of rich natural resources, as well as supplying the market with many goods and materials. As the Song dynasty industry and commerce developed, the catering industry of this period became independent, resulting in unprecedented prosperity.Urban commerce reached it’s peak as a result of the Song dynasty’s development of the traditional Chinese society. Due to the effect of this economic prosperity, the Song dynasty held two major cities, Kaifeng and Linan, which housed millions of people, much like large modern cities today. With the development and the prosperity of a commodity based economy, the Song dynasty’s industrial and commercial business created much competition, attracting businessmen from all walks of life in order to get advantage in the market competition. This commodity based economy paved way for fierce business strategies, encouraging more flexible marketing and more mature management, with once such example being seen in the catering industry of major cities, which was widely distributed due to the rich market.Catering during the Song dynasty came about with a variety of different categories, such as variations in size, due to the uneven social class distribution, thereby creating outstanding flexibility in the industry. Song dynasty caterers began to target specific types of customers, an adjustment meant to develop more products suitable to different business philosophies and marketing strategies.The Song dynasty catering merchantspayed attention to presentation as a means of brand management, such as to provide more appealing service and promote awareness of the business as a means of advertisement. Flexibility in the markets led Song dynasty merchants to promote new and more powerful means of advertisement in order to maintain awareness of their businesses.Looking at the universality and diversity of the marketing strategies of the catering industry during the Song dynasty shows, in one one way, the effects of social and cultural characteristics on various means of marketing; leading to greater understanding of the wisdom of ancient Chinese urban development. One the other hand, due to the commonality of the catering economy among common citizens, the development of catering was a byproduct of the commodity economy in the Song dynasty, showing that the lower class held significance in the development of commerce from the Song dynasty. In the context of today’s Internet economy, the common people play an important role in the vitality of such a large economy through various means of advertisement.