社会杂志 ›› 2025, Vol. 45 ›› Issue (1): 89-115.

• 论文 • 上一篇    下一篇

熟人关系、道德评价与市场价格竞争——以河南省西村的民宿经营为例

罗聪聪()   

  • 出版日期:2025-01-20 发布日期:2025-03-05
  • 作者简介:罗聪聪  北京大学社会学系, E-mail：luocc@pku.edu.cn

Acquaintance Relationship, Moral Judgment and Market Price Competition: A Case Study of the Home Lodging Operation in Xi Village, Henan Province

Congcong LUO()   

  • Online:2025-01-20 Published:2025-03-05
  • About author:LUO Congcong, Department of Sociology, Peking University, E-mail: luocc@pku.edu.cn

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摘要：

借助河南省西村民宿定价的案例，本文探究了熟人社会何以遏制市场低价竞争。研究发现，熟人关系中的道德评价机制对价格竞争秩序的形成发挥了调节作用。道德评价机制通过公共化和道德化的环节，以议论、传话、减少互动和不予配合等方式，推动经营者之间形成有序定价——不同类型民宿保持价格差异，同类型民宿约定价格底线。熟人关系内化的利益共享和相互照顾的互惠规范是道德评价调节价格竞争的道德基础。本文展现了道德评价的作用方式及其与市场力量的动态互动，有助于揭示乡村市场竞争秩序所具有的道德内涵与中国特色，对推进乡村全面振兴具有重要启发意义。

关键词: 价格竞争, 熟人关系, 道德评价, 互惠规范

Abstract:

In the context of rural revitalization, how the rural home lodging market is priced in an orderly manner affects the high-quality development of the rural tourism industry. With the help of a case study on the pricing of rural home lodging in Xi Village, Henan Province, this paper investigates how the acquaintance society can curb market-driven low-price competition. The research reveals that the moral judgment mechanism within acquaintance relationships plays a regulatory role in the formation of competitive pricing order. This mechanism, through processes of publicization and moralization, employs methods such as discussion, gossip, reduced interaction, and non-cooperation to encourage orderly pricing among operators. Specifically, it maintains price differentiation between different types of lodgings, upscale lodgings do not engage in low-price competition to undermine the interests of other operators. Lodgings of the same type agree upon and abide by a price floor, preventing the interests of the majority and the collective from being harmed by the price-lowering actions of a single operator. The specific process of moral judgment involves villagers, within their acquaintance relationships, using mutual discussions and seeking intermediaries to convey messages, thereby turning judgment of certain individuals into a collective consensus of the village. On the basis of this consensus, villagers exert substantial pressure by reducing their interactions with the persons being judged, by not cooperating with them, and not acknowledging their position and status, and so on. The reciprocal norms of shared benefits and mutual care internalised in Chinese acquaintance society, embodied in the dual dimensions of livelihood and daily life, provide a moral foundation for the modulation of price competition through moral judgment. This paper elucidates the mechanisms of moral judgment and its dynamic interplay with market forces, revealing the moral connotation and Chinese characteristics inherent in rural market competition order. It offers significant insights for advancing rural revitalization and Chinese-style modernization.

Key words: price competition, acquaintance relationship, moral judgment, reciprocity norm