Page 97 - 《社会》2025年第1期

社会·2025·1

formatio n of competitive pricing order. This mechanism， through processes of
publicization and moralization， employs methods such as discussion， gossip，
reduced interaction， and non鄄cooperation to encourage orderly pricing among
operators. Specifically， it maintains price differentiation between different types of
lodgings， upscale lodgings do not engage in low鄄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鄄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鄄style modernization.
Keywords：price competition， acquaintance relationship， moral judgment， reciprocity
norm

一、 引言

在中国市场经济快速发展的背景下，市场交易秩序问题一直是学
者们关注的重点。 如何定价关系到市场竞争秩序的建构以及社会秩序
的稳定。 价格竞争是市场竞争的常见方式，竞争者通过竞相降低商品
价格来抢占市场份额、压垮对手。 例如，发生在家电、轿车、旅游以及
互联网电商等行业的“价格战”都是厂商运用降价方式进行市场竞争
的表现（王皓、周黎安，2007；郭惠玲，2014；邵占鹏、甄志宏，2022）。 随
着 中 国 现 代 旅 游 业 的 蓬 勃 发 展 和 乡 村 振 兴 战 略 的 稳 步 推 进 ， 乡 村 民

· 90·