经济人类学视角下的老字号价值体系建构  

Value System Construction of Time-honored Brand from the Perspective of Economic Anthropology

作　　者：舒萍[1] 

机构地区：[1]山东大学,山东济南250100

出　　处：《青海民族研究》2017年第2期45-49,共5页Qinghai Journal of Ethnology

基　　金：香港特别行政区大学教育资助委员会卓越学科领域计划(第五轮)<中国社会的历史人类学研究>;山东大学人文社会科学青年团队项目<政府购买流动人口社会服务成效评估:以市场内流动经商人员为例>(批准号:2082014IFYT14016)阶段性成果

摘　　要：经济人类学家Graeber提出学者通常运用社会学(或哲学)、经济学和语言学的方法来理解价值,其中第二种方法所理解的市场价值常与另外两种产生矛盾。本文以老字号为对象,分别从方法论和理论的角度探讨了老字号价值体系建构的机制。荣誉称号、传统、科技、地理空间和文化是老字号塑造其价值的重要途径,可以同时塑造不同维度的价值,构成了老字号的价值体系。使用社会学(或哲学)、经济学和语言学三种方法来理解老字号的价值体系可行且必要。Economic anthropologist David Graeber points out that scholars usually use the term value in three senses： sociological or philosophical, economic and linguistic. Among the three usages, the middle one often contradicts the other two. This paper explores the construction mechanism of time-honored brand companies＂ value system from the perspectives of methodology and theory. Honorary title, tradition, technology, geographic space and culture are fundamental manners that time-honored brands establish their values. These five manners simultaneously construct values in different dimensions and constitute the value system of the time-honored brand. The employment of the three senses, sociological or philosophical, economic and linguistic senses included, is feasible and necessary for understanding the value system of the time-honored brand.

关 键 词：价值 价值体系 老字号 经济人类学 

分 类 号：C912.4[经济管理]