关键词: 宋代,涉商诗,两浙地区,城市商贸,发展新变

Abstract: There are large number of business-related poems during Song Dynasty which give vivid description of the commercial activities in cities of Zhejiang region, showing the new changes in the development of the urban commerce and economy in Zhejiang. This kind of new changes are mainly reflected in three aspects: firstly, mercantilism is becoming more and more popular, the number of business people is increasing all the time, people involved in business have diversified social identities; secondly, the structure of the urban commerce and trade begins to break the traditional patterns, the layout of business and the operating hours tends to be more freely exercised, business streets with different trades are emerging in large numbers; thirdly, the business and cultural psychology of Zhejiang merchants is changing, advertising strategies are rich in creativity, the awareness of brand and the awareness of quality are polarized, the consciousness of God blessing is reinforced, which is revealed explicitly in a variety of customs of commercial worships.

Key words: Song Dynasty; business-related poetry; Zhejiang region; urban business; new changes in development