Make the market subject more tough and higher in the healthy interaction with other field subjects，It has always been a research theme of market anthropology。Current，The downward pressure on the global economy is constantly prominent、Trade protectionism prevails，my country's market entities are facing more severe and complex challenges。Therefore，Academic circles should pay more attention to the market，Enter the market。and market anthropology will provide a new perspective for the motivation and significance of market development。

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The origin of market anthropology can be traced back to Malinowski, the founder of modern anthropology, the classic study of "Kura Circle"。In -depth field surveys on the Pacific Islands，Mazh successfully depicts a complex trading system with both commercial and etiquette，It can not only exchange items，functions that maintain social relationships and responsibilities，Challenge the presets of economics of rational people in market behavior。other，In the early 20th century, American anthropology occurred in the encouragement of commercial organizations and charity institutions.，Anthropology began to bring a tendency to solve business problems to intervene in more topics that are committed to improvement of production efficiency and economic growth。After the Cold War is over，In -depth with globalization，Anthropology's research on the market has flourished again，Related research has begun to have a broad impact in the academic bet365 live casino games and industry。Not only does more market researchers emerge in academic circles，At the same time，More anthropologists are also hired by enterprises，Perform the theory and method of anthropology directly in the operation of the market subject。

From this，Market anthropology has appeared in development and theoretical research in development。Some researchers serve non -academic institutions for profit or promotion，Dedicated to apply anthropological knowledge to the business of the enterprise，Its work content includes market research、Improve design、Increase efficiency management、Promoting brand and product, etc.，They are under user research、Organization research、Market information acquisition and other aspects have achieved outstanding results。Another researcher is to use the market as a research object，That is to do field surveys in the market or commercial institution，Taking the process of market operation as the research object，Its focus is still academic research。​​But in essence，These two are often not clear，The close observation of practice and theory has also become a major feature of this field。

Markets are usually attributed to the research category of economics。But，Different from the emphasis on the "objective market" of economics，Anthropology focuses on "subjective market"，Define the market from the perspective of the participants。Therefore，From the perspective of anthropology in the market，When a businessman or consumer considers "what is my market"，Actually thinking "Who am I、Who is competing with me，or how to attract demand "and other questions。Therefore，The research on the "subjective bet365 Play online games market" requires the focus。From this，If you look at the market from the vision of anthropology，The concept of the so -called free market is essentially the product of a specific area and time period，Related reflection helps us in the context of global transformation，More deep、Source of ideological sources of international trade rules。

Have a variety of research paths 

Market as a commercial space and system，Both research objects，It is also a container that occurs in various commercial phenomena。In general context，The market has three dimensions: time and space in the physical sense、Behavior caused by buying and selling，and any concept or state involved in transactions。It can be an open -air market in a certain African tribe，It can also be an e -commerce platform a simple instantaneous transaction。For easy research，Scholars divide the market as "Market" and "Marketplace"，The former refers to the social system used for transactions around the price or transaction equivalent，The latter refers to the habit of time and place to these exchanges。The former can exist separately from the latter，But the latter cannot get rid of the former。

Anthropologists often depict a certain section of the market with their nation，and associate it with a larger social and cultural context。In the perspective of anthropology，The market reflects a set of localized social networks，It is a kind of complex social structure、System system of trading behavior and relationship network。Therefore，The research on the market is not restricted to a certain organizational culture or marketing strategy，and more presented as the overall discussion of complex social situations。

Anthropologists emphasize bet365 best casino games that the market is "embedded" in social systems and relations，Its research theme is similar to the investigation of transaction costs in economics，but contains more content beyond rational calculations，If you build trust、Get credit、Stable supply、Performing Agreement、Rich social and cultural factors behind recruiters。Therefore，Market Anthropology can from culture、Ceremony、Ethnic group identity、Social relations network、Emotional and other angles provide insight into the market。

Market is one of the main reasons for the city's initial generation，It is an important path for Unicom urban and rural areas。Therefore，The impact on cities is often spread to a larger social area through the market，G. William Skinner in the work details this。other，The conspiracy of the market and consumerism has also re -shaped the appearance of the city。Market Principles、Concepts and lifestyles have increasingly influence on cities，Market not only supply resources，It can also create demand and desire，Pierre Bourdieu's concepts of "taste", "separation" and "cultural capital" are often used to analyze how urban life is shaped by the cultural power of the market。

Grasp the development trend 

Since the 1990s，The market research of anthropology has experienced rapid globalization steering，and start focusing on market characters in the era of globalization、The relationship between the market and time and space is issues and other issues。You can see，The global multinational economy is meeting with local society with unprecedented density，The importance of the world market is more prominent。Globalization is essentially the large -scale expansion of the bet365 Play online games market，It creates a market by integrating various social departments and communities that have resisted or not within the scope of market transactions。The expanding global market has made all parts of the world be included in the "commodity chain"，Consumers and producers far apart are connected in the same global division of labor。

The market has re -shaped the production and consumer landscapes around the world through the rapid circulation of goods，Globalization makes the relationship between the market and time and space more complicated。Just as the study of Theodore C. Bestor's research on the Tsukiji market，Global food production and distribution not only revolves around the single -chain relationship between producers and sellers，Complex coordination of multilateral trade relationship。Fisherman who capture the tuna with fish forks in Maine, not only compete with local fishermen，Also consider Spain、France、Australia and Indonesia and other different areas、Production plan for fishermen of different technologies。

From the perspective of Arjun Appadurai，Global integration (or disintegration) means that the importance of the place is declining，Mobility becomes the key。The market is generalized here into a process of process。The difference is，Urff Hannaz believes，Globalization or world culture is not a unified copy，Market scattered around the world as receiving、Nodes that coordinate and spread culture and creativity，Global factors are incorporated into the local area with different paths，It shaped the diverse regional cultural mode。The reproduction of the cultural resources and significance of the local community is increasingly bet365 best casino games manifested as a new、Foreign or changing，But this does not mean "the disappearance of the place"。In fact，It promotes the creation of local significance and social state。In this interaction，People can find places from the world。

New method of exploring research 

The ethnic method of anthropology can reveal the cultural and social meaning that the market cannot be measured by quantitative research。But anthropologists often feel the limitations of research methods in the face of the market in the era of globalization，Highly flowing and strong confidential business activities are quite different from traditional communities。Therefore，The "multi -point ethnic history" advocated by George E. Marcus is considered an effective path for market research。This method is not limited to individual fixed fields，Allow researchers to follow the flowing channel，If a cargo is produced globally、Transportation、The circulation process for sale is discussed。This method often does not limit the topic，I follow people、Follow the metaphor、Follow the plot、Follow life or follow the conflict to discover issues。Echo it is to observe the product。From this，Market Anthropology is developing a new method of nationality to deal with complex operating scenes。

In short，Market research is a "ancient" but always rejuvenated field。Vagueness of the market itself，Related research has a very diverse perspective。But，You can be sure，The market as the main business concept，Not only can you talk to the main academic topics，Can also directly cut into industrial practice，Help solve actual problems，Therefore, the participants need to be more open、tolerance mentality。

(Author is the Provincial Party School Base of the Provincial Party School of the Socialist Thought Research Center of Zhejiang Province, Zhejiang Province Xi Jinping in the new era、Lecturer of the Party School of the Zhejiang Provincial Party Committee of the Communist Party of China (Zhejiang Academy)