Research On Business Management Of Lin’an Merchants In Southern Song Dynasty

The capital of Southern Song Dynasty as the political and economic center, its flourishing degree of natural non the county, is the commercial prosperity of the typical representative of Southern Song Dynasty. The Southern Song Dynasty capital business management strategy, can make us master the capital of commercial development, and the situation of business management strategy in Lin’an. The research on the business activities of Lin’an merchants during the Southern Song Dynasty is an essential part of the study on Zhejiang merchants as it helps us to understand the historical heritage of Zhejiang merchants and enhances the cultural taste of Zhejiang merchants.The Southern Song Dynasty capital to break the Tang has been a strict system of the city square, and the operating time is not limited. The varieties of goods increased remarkably and the commercial intercourses with the other areas of the country also became rather frequent. The prosperity of the business and the fashion of business, so that all sectors of society to join the ranks of traders, and gradually formed a large business groups. From this point of view these aspects of the commercial prosperity of the capital of the Southern Song Dynasty has been far more than the previous generation. The prosperity of the commercial Lin’an from operators to provide a good social environment,but also brought intense competition to their commercial activities.The Southern Song Dynasty merchants followed three rules when they chose the place for business operation, namely, it should be close to the commercial center with convenient traffic conditions and commodity distribution center. For different commodity markets, the merchants would develop it accordingly. During the process of commodity marketing, they complied with two principles:to abide by professional ethics and to work in unity and close cooperation. The Southern Song Dynasty merchants adopted the business strategies to provide products with high quality and low price, to adapt to changing circumstances, to be innovative and consumer demand oriented. It could be learnt that the merchants in Lin’an, the capital of the Southern Song Dynasty, had very good business awareness as they were able to analyze and forecast the market timely.The Lin’an merchants during the Southern Song Dynasty paid great attention to the establishment of favorable business images, which could mainly be illustrated from two aspects:firstly, the favorable image of the dressing and professional accomplishment of the merchants; and secondly, the favorable image of the brands. The images can be established through multiple ways, such as the signboard, written and sound propaganda, as well as the official title and celebrity’s propaganda, demonstrating diversified characteristics.