品味生活:上海市中产阶级的鲜切花消费
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摘要
目前,中国鲜切花消费远低于发达国家,而上海却呈现出区域性的消费高峰。中产阶级被认为是追求美好生活的群体,通过对上海市中产阶级的鲜切花消费的田野考察,分析其背后的社会文化意义,以了解中产阶级的生活方式及上海都市新民俗。改革开放以来,上海市鲜花产销链通过消费符号的制造将鲜切花消费植入了市民的日常生活,人们的消费方式和目的也有所变化:从节庆消费到日常消费、从家庭装饰到生活方式、从注重寓意到注重审美。在上述过程中,鲜切花成为中产人群的标识,他们通过鲜切花的选择和插制彰显着自己独特的品味,也将鲜切花当作大自然的表征物。通过鲜切花消费可以发现当下中国都市中产阶级生活方式正在形成。
The cut flower consumption in China is far lower than that in developed countries, but it takes on a regional consumption peak in Shanghai. Through the field work, the author studies the phenomenon of the middle classes' cut flower consumption in Shanghai and tries to dig out the social and cultural meaning behind the phenomenon so that we can understand the lifestyle of the main groups of cut flower consumption-urban middle class as well as Shanghai urban folk culture. Since the Reform and Opening-up, the flower production and marketing chain in Shanghai has put cut flower consumption into the consumption concept of the public through the manufacturing of consumption symbols. People's consumption patterns and purposes in cut flower consumption in Shanghai have also changed: from the adornment consumption to the change of lifestyle consumption; compared with festival consumption, the daily consumption of cut flowers is growing rapidly; the consumption focus of the middle class also shifts from the symbolic meaning of cut flowers to their aesthetics. In the above process, cut flowers have been the identification of the "community" of the middle class, for the middle class realize their approach to nature with the help of cut flowers and demonstrate their own taste by virtue of their selection and placement of cut flowers. The consumption of cut flowers reveals the emerging lifestyle of China's urban middle class.
The cut flower consumption in China is far lower than that in developed countries, but it takes on a regional consumption peak in Shanghai. Through the field work, the author studies the phenomenon of the middle classes' cut flower consumption in Shanghai and tries to dig out the social and cultural meaning behind the phenomenon so that we can understand the lifestyle of the main groups of cut flower consumption-urban middle class as well as Shanghai urban folk culture. Since the Reform and Opening-up, the flower production and marketing chain in Shanghai has put cut flower consumption into the consumption concept of the public through the manufacturing of consumption symbols. People's consumption patterns and purposes in cut flower consumption in Shanghai have also changed: from the adornment consumption to the change of lifestyle consumption; compared with festival consumption, the daily consumption of cut flowers is growing rapidly; the consumption focus of the middle class also shifts from the symbolic meaning of cut flowers to their aesthetics. In the above process, cut flowers have been the identification of the "community" of the middle class, for the middle class realize their approach to nature with the help of cut flowers and demonstrate their own taste by virtue of their selection and placement of cut flowers. The consumption of cut flowers reveals the emerging lifestyle of China's urban middle class.
引文
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[14][美]保罗·福塞尔.格调——社会等级与生活品味[M].梁丽真,乐涛,石涛,译.北京:世界图书出版公司,2011.
[15][瑞典]奥维·洛夫格伦,[瑞典]乔纳森·弗雷克曼.美好生活——中产阶级的生活史[M].赵丙祥,罗杨,等,译.北京:北京大学出版社,2011:45.
[16]黄国华.花卉产业发展与创新研究——以北京为例[M].北京:经济日报出版社,2015:71.
[17]徐赣丽.当代都市消费空间中的民俗主义——以上海田子坊为例[J].民俗研究,2019,(1):123.
(1)X花店上午9:00时开门营业,但是周一到周五11:30时之前顾客非常少,田野调查的15天中,工作日在这个时段的鲜切花交易只有6笔。1:30时到17:00时顾客稍多一点,交易为12笔。顾客工作日入店购花的时间主要集中在中午11:30时到1:30时之间,一般都是周围写字楼的白领女性来购买办公室放置的花束。休息日入店购花的客流分布相对均衡,且集中在上午10:30时之后;在所调查的两个周末中,在10:30时前X花店的鲜切花交易只有5笔。这些都说明,花店的客流高峰和低谷与白领的作息时间基本吻合。
[2]徐赣丽.中产阶级生活方式:都市民俗学新课题[J].民俗研究,2017,(4):16-17.
[3]黄新爱.我国花卉业的营销策略探讨[D].长沙:中南林业科技大学,2006.
[4]施蔷生.城市花卉与休闲文化[J].中国城市经济,2006,(5):57.
[5]俞俊杰.上海县西洋花卉发展史[D].上海:上海交通大学,2010.
[6]王兴国.鲜花速递到你家[J].中国花卉园艺,2001,(2):43.
[7]王春春.上海地区花卉市场的历史成因与发展趋势研究[D].南京:南京农业大学,2007:27.
[8]史明.上海花卉产业现状及发展对策[D].南京:南京农业大学,2007:3.
[9]于慧.花店行业发展喜忧参半[J].中国花卉园艺,2012,(23):18.
[10]华轩.上海引导花卉消费十条经验[J].中国花卉园艺,2001,(9):10.
[11]中国花协.2018年全国花卉产销形势分析报告[R/OL].中国林业网,2018-07-17.(2018-07-17)[2019-01-20].http://www.forestry.gov.cn/main20180717/161416643106352.html.
[12][德]齐奥尔格·西美尔.金钱、性别、现代生活风格[M].顾仁明,译.上海:学林出版社,2005:61.
[13][德]齐奥尔格·西美尔.时尚的哲学[M].费勇,吴蓉,译.北京:文化艺术出版社,2001:72.
[14][美]保罗·福塞尔.格调——社会等级与生活品味[M].梁丽真,乐涛,石涛,译.北京:世界图书出版公司,2011.
[15][瑞典]奥维·洛夫格伦,[瑞典]乔纳森·弗雷克曼.美好生活——中产阶级的生活史[M].赵丙祥,罗杨,等,译.北京:北京大学出版社,2011:45.
[16]黄国华.花卉产业发展与创新研究——以北京为例[M].北京:经济日报出版社,2015:71.
[17]徐赣丽.当代都市消费空间中的民俗主义——以上海田子坊为例[J].民俗研究,2019,(1):123.
(1)X花店上午9:00时开门营业,但是周一到周五11:30时之前顾客非常少,田野调查的15天中,工作日在这个时段的鲜切花交易只有6笔。1:30时到17:00时顾客稍多一点,交易为12笔。顾客工作日入店购花的时间主要集中在中午11:30时到1:30时之间,一般都是周围写字楼的白领女性来购买办公室放置的花束。休息日入店购花的客流分布相对均衡,且集中在上午10:30时之后;在所调查的两个周末中,在10:30时前X花店的鲜切花交易只有5笔。这些都说明,花店的客流高峰和低谷与白领的作息时间基本吻合。
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