The Construction Of Symbol And Identity In The Consumption Of Modern Teahouse

As a major tea producer,China has a long history of drinking tea.As a place for drinking tea,the teahouse has been developing continuously since the rise of the Tang Dynasty,and reached the peak of development in the Qing Dynasty,providing people with space to relax and drink tea.Teahouses play a role in food and leisure,social interaction,and business negotiations in people 's lives,while modern city teahouses pay more attention to the creation of teahouse environment and atmosphere.Teahouse consumption reflects the obvious symbolism.Drinking tea is more about the experience brought by drinking tea and the atmosphere in the teahouse.Compared with traditional teahouses,modern teahouses have undergone great changes.Quietness has become the primary reason for people to enter the teahouse for consumption.As people pay more attention to privacy,teahouses also set up more private rooms and partitions that can provide consumers with independent space.Teahouse consumption has become a way for consumers to build their identity in the context of globalization.This study takes Baudrillard's symbolic consumption theory as the theoretical framework,through the field survey of S teahouse in Jinan,explores the symbolism in teahouse consumption and people build self-identity through teahouse consumption.This article is divided into six parts.The introduction part mainly introduces the research origin,literature review,theoretical framework and research methods of the article.The second part is an introduction to the field place of this study,the first is a brief overview of the development of teahouse in Jinan,followed by a detailed introduction to S teahouse.The third part mainly introduces the construction of teahouse by operators,mainly from the expression of self-interest,the emphasis on the image of the staff and the professionalism.The teahouse is thus constructed to a consumption place that reflect the operator's subjective aesthetic interest,good experience of service and professionalism.The fourth part discusses the symbolism of teahouse consumption behavior through the description of actual consumption cases in teahouse.The fifth part analyzes the process of constructing the self-identity of consumers in teahouse consumption behavior.The symbolism of tea house consumption is internalized by consumers' manipulation of these symbols.Consumers obtain a good service experience in teahouse consumption,meet the needs for leisure life,and construct themselves as a "tasty" identity image and clarify the social position through consumption.The last part is a summary of this study and find the deficiencies in the study.