The Research On The Consumption Behavior Of Ming Furniture In The Wuyu Region

Ming furniture was produced in the Wu-speaking region centered in Suzhou.As a part of the social and cultural carrier,furniture can directly or indirectly reflect the political,economic,cultural and industrial development level of Ming society.Based on the analytical perspective of consumer behavior,this paper focuses on furniture consumption in the Wu-speaking area in the middle and late Ming dynasty,along the production process of consumer behavior.Based on this,it enriches the research content of the causes of Ming-style home,which helps us better understand the reasons driving the development of furniture and has an important guiding role in the development of current furniture consumption and market.The content of the article unfolds along the model of consumption behavior and is divided into three parts.The first part provides an overview of the market environment in the Wu-speaking region during the mid-and late-Ming dynasty.After the establishment of the Ming Dynasty,Zhu Yuanzhang adopted a series of policies to restore economic production,and the Wu-speaking area was greatly developed by virtue of its geographical advantages.Not only did it secure the supply of materials for furniture manufacturing,but it also attracted a large number of industrialists and skilled craftsmen to gather,laying a solid material foundation for furniture production in the Wu-speaking area.At the same time,this economic prosperity also ensured the basic material life of the people in the Wu-speaking area,and all social classes were enthusiastic about consumption,and social customs began to change after the middle of the Ming Dynasty.These changes played an important role in promoting furniture consumption.The second part of the study reflects the demand of each class,mainly from two aspects:group composition and consumer demand.In the Wu-speaking areas of the mid-and late-Ming dynasty,the consumer groups were not only large,but also included all social classes.The economic base,aesthetic consciousness and lifestyle of each class were different and reflected in the different demands for furniture.The third part of the study develops the furniture purchasing decision,which mainly includes two aspects of consumer motivation and consumer price.Consumer behavior is not blind,there are certain consumer motives behind it.Under the interaction of various motives,consumers step into the actual consumption process.As a commodity,furniture naturally requires money for exchange in the process of consumption.The article searches for the causes of Ming furniture by examining the consumption behavior of furniture in the Wu-speaking area in the middle and late Ming dynasty.Through analysis and research,it is found that the active consumption of furniture in the Wu-speaking area in the middle and late Ming Dynasty had a great impact on the development of furniture.It improved the quality of furniture products and perfected furniture forms;it also influenced the development of furniture markets,perfected furniture trading forms,and promoted the development of handicraft techniques.It is under the effect of this market superiority and inferiority that the ancient and elegant Ming furniture finally stood out and has been inherited to this day.