中國(guó)婚俗文化專(zhuān)家劉秉季撰寫(xiě)的首部系統(tǒng)性《中國(guó)喜被》圖書(shū)目錄

《中國(guó)喜被》是由中國(guó)婚俗文化專(zhuān)家劉秉季先生傾心撰寫(xiě)的首部系統(tǒng)性研究中國(guó)傳統(tǒng)婚被文化的專(zhuān)著，于2023年4月首次出版。本書(shū)以“喜被”這一承載千年婚俗記憶的嫁妝用品為切入點(diǎn)，深入挖掘其從周代起源至當(dāng)代演變的歷史脈絡(luò)，全面梳理其在中華婚嫁禮儀中的文化地位、工藝傳承、圖案寓意與地域特色。

全書(shū)共九篇，內(nèi)容橫跨歷史、文獻(xiàn)、民俗、工藝、美學(xué)與現(xiàn)代應(yīng)用等多個(gè)維度。作者廣泛征引《詩(shī)經(jīng)》《儀禮》《禮記》《夢(mèng)粱錄》《清稗類(lèi)鈔》等百余種典籍，結(jié)合地方志、田野調(diào)查與非遺技藝，細(xì)致解析“龍鳳呈祥”“百子圖”“石榴多子”“鴛鴦戲水”等經(jīng)典紋樣的禮制依據(jù)與象征體系；同時(shí)，系統(tǒng)呈現(xiàn)江南蘇繡、北方棉被、苗族挑花、滿(mǎn)族龍鳳被等不同地域與民族的喜被風(fēng)格，揭示“一床被子”背后深厚的家族情感、生育祈愿與社會(huì)倫理。

尤為可貴的是，本書(shū)不僅忠實(shí)復(fù)原傳統(tǒng)，更積極回應(yīng)時(shí)代——探討喜被在當(dāng)代婚禮中的創(chuàng)新設(shè)計(jì)、環(huán)保材質(zhì)應(yīng)用、個(gè)性化定制及在婚紗攝影、直播傳播等新場(chǎng)景中的文化再生，實(shí)現(xiàn)“古禮今用、守正創(chuàng)新”。

《中國(guó)喜被》既是一部嚴(yán)謹(jǐn)?shù)拿袼讓W(xué)與物質(zhì)文化研究著作，也是一本面向婚慶從業(yè)者、非遺傳承人、文化愛(ài)好者與新婚家庭的實(shí)用指南。它讓一床紅被不再只是寢具，而成為連接古今、傳遞祝福、見(jiàn)證愛(ài)情與家族延續(xù)的“文化之被”。

正如作者在序言中所言：“這本書(shū)是我對(duì)家族、對(duì)傳統(tǒng)文化的一份獻(xiàn)禮。”愿此書(shū)成為一座橋梁，引領(lǐng)讀者走進(jìn)那“千年綢緞的傳世之美”，感受中華婚俗文化的溫度與厚度。

前 言

序 言 ······················································································ 11

中國(guó)婚嫁中的被子文化歷史淵源與寓意深析

第一篇 中國(guó)床鋪和被子的歷史淵源

第01章 中國(guó)床鋪和被子的演變

一、臥榻——床鋪的變遷 ·················································· 12

二、從鋪蓋到被子的歷史發(fā)展 ············································ 17

三、從鋪蓋到被子的轉(zhuǎn)變 ···················································· 18

第二篇 中國(guó)喜被的歷史與文化

第02章 探索傳統(tǒng)婚俗文化中的喜被

一、中國(guó)傳統(tǒng)喜被名稱(chēng) ····················································· 19

二、喜被在古代婚俗中的角色 ············································· 48

三、中國(guó)傳統(tǒng)喜被名稱(chēng)的起源年代排序 ······························· 49

第三篇 喜被之源與流

第03章：喜被的溯源

一、周代的綢緞被褥初探 ··················································· 51

二、古代文獻(xiàn)中的喜被記載 ················································ 53

三、喜被在古代生活中的起源與早期用途 ································· 54

四、周代綢緞被褥在婚俗中的角色 ······································ 56

五、古代文獻(xiàn)對(duì)喜被的記載及其發(fā)展 ··································· 57

六、喜被在婚俗禮儀中不可或缺的重要地位································ 58

七、后世文獻(xiàn)中的喜被發(fā)展 ················································ 59

八、喜被在婚慶中的地位確立 ············································· 61

九、喜被象征意義的演變 ····················································· 62

第04章：喜被的歷史變遷

一、喜被的歷史更迭 ······················································· 63

二、漢代錦繡喜被的風(fēng)華 ················································· 64

三、唐代色彩與圖案的創(chuàng)新 ·············································· 69

四、宋代民俗元素的融入 ················································· 71

五、明清工藝與細(xì)節(jié)的巔峰 ·············································· 76

第四篇 喜被之圖與意

第05章 古代傳統(tǒng)吉祥圖案的運(yùn)用及寓意 ····························· 81

一、龍鳳呈祥：喜被之上的皇家風(fēng)范與吉祥瑞氣 ··················· 83

二、并蒂蓮開(kāi)：喜被上的夫妻情深與同心共筑之夢(mèng) ··················· 87

三、麒麟送寶：喜被中的祥瑞傳承與子嗣興旺期盼 ··················· 92

四、蝙蝠翩翩：喜被上的福氣盈門(mén)與幸福降臨 ····················· 96

五、雙鵲報(bào)喜：喜被中的歷史傳承與喜結(jié)連理之意 ·················· 99

六、雙壽桃賀：喜被上的長(zhǎng)壽祝福與美滿(mǎn)人生祈愿 ··················· 103

七、如意常伴：喜被上如意圖案的巧妙布局與吉祥寓意·············· 106

八、雙獅守護(hù)：喜被上雙獅子圖案的力量展現(xiàn)與守護(hù)寓意 ········· 111

九、雙喜臨門(mén)：喜被上雙喜字圖案的巧妙設(shè)計(jì)與喜慶氛圍··········· 114

十、福滿(mǎn)人間：喜被中福字圖案的傳統(tǒng)布局與福氣寓意 ··········· 117

十一、八仙祝福：八仙過(guò)海圖案的神話(huà)色彩與吉祥寓意 ··········· 121

十二、鶴舞云天：仙鶴圖案在喜被中的飄逸設(shè)計(jì)與長(zhǎng)壽象征 ······ 124

第06章 明清以來(lái)至近現(xiàn)代吉祥圖案的發(fā)展與演變

一、鴛鴦戲水：喜被上的濃情蜜意與永恒愛(ài)戀 ···················· 128

二、百子圖騰：喜被設(shè)計(jì)中繁衍昌盛的愿景探索 ················· 132

三、牡丹爭(zhēng)艷：喜被布局的華貴之美與榮耀象征 ··················· 136

四、石榴多子：喜被上的生命力與豐收之喜悅寓意 ················ 140

五、錦鯉躍動(dòng)：喜被設(shè)計(jì)中的吉祥與成功之兆 ························ 144

六、蝴蝶翩躚：喜被上的愛(ài)情之美與自由飛翔之愿 ·················· 146

七、雙魚(yú)戲水：喜被布局中的年年有余與恩愛(ài)和諧 ·················· 151

八、雙魚(yú)抱蓮：喜被上的純潔愛(ài)情與美好未來(lái)愿景 ·················· 156

九、雙鳥(niǎo)報(bào)春：喜被上雙鳥(niǎo)銜花圖案的精致設(shè)計(jì)與美好象征········ 160

十、雙鹿迎祥：喜被中雙鹿圖案的和諧布局與吉祥意義 ············· 164

十一、金玉良緣：金玉滿(mǎn)堂圖案在喜被上的富貴寓意與歷史傳承·· 168

第07章 當(dāng)代創(chuàng)新與融合的傳統(tǒng)吉祥圖案設(shè)計(jì)

一、心心相?。合脖簧想p心連心圖案的浪漫設(shè)計(jì)與愛(ài)情象征········ 171

二、祥云繚繞：喜被上如意云紋圖案的流動(dòng)美與吉祥意愿··········· 174

三、結(jié)緣千里：中國(guó)結(jié)圖案在喜被中的文化意蘊(yùn)與緣分象征········ 177

四、財(cái)源滾滾：喜被上錢(qián)幣紋樣圖案的財(cái)富寓意與設(shè)計(jì)巧思········ 181

五、四季花開(kāi)：喜被上四季花卉圖案的絢爛布局與自然之美········ 185

六、山水情深：山水風(fēng)景圖案在喜被中的意境營(yíng)造與美好愿景····· 190

第08章 喜被圖案的文化內(nèi)涵

一、圖案與吉祥話(huà)語(yǔ)的結(jié)合 ················································ 195

1、圖案與吉祥話(huà)語(yǔ)在喜被設(shè)計(jì)中的結(jié)合方式與意義··········· 195

2、常見(jiàn)的喜被圖案與相關(guān)的吉祥話(huà)語(yǔ) ··························· 197

二、民間傳說(shuō)與設(shè)計(jì)藝術(shù)的交織 ·········································· 204

1、民間傳說(shuō)對(duì)喜被圖案設(shè)計(jì)的影響 ······························ 204

2、喜被圖案設(shè)計(jì)對(duì)民間傳說(shuō)的反作用 ··························· 205

三、喜被圖案在不同地域的差異與特色 ································ 206

第五篇 喜被之情與事

第09章 喜被與愛(ài)情故事

一、文學(xué)作品中的喜被描寫(xiě) ················································· 208

1、古典與現(xiàn)代文學(xué)中喜被的象征意義及其變遷 ··············· 209

2、古典小說(shuō)中的喜被元素 ············································ 209

3、文學(xué)作品中的愛(ài)情符號(hào)與生活憧憬 ···························· 212

二、古典與現(xiàn)代文學(xué)對(duì)比

1、其他古典文學(xué)作品的喜被描寫(xiě) ··································· 213

2、現(xiàn)代文學(xué)作品中的喜被情感 ······································ 215

三、影視作品與歷史故事中的喜被 ········································ 219

1、影視作品中的喜被呈現(xiàn) ············································· 219

2、歷史名人與喜被的歷史故事 ······································ 222

·皇家貴族的喜被傳說(shuō) ················································· 222

·王子與公主的喜被情緣 ·············································· 223

·文人墨客的喜被佳話(huà) ················································· 224

·民間名人的喜被故事 ················································· 227

四、民間傳說(shuō)與故事中的喜被元素 ······································· 228

1、民間傳說(shuō)中的喜被元素 ············································ 228

2、民間流傳的喜被情緣 ··············································· 230

·喜被與姻緣的傳說(shuō) ···················································· 230

·喜被作為姻緣的媒介 ················································· 231

3、民間故事中的喜被情緣 ············································ 232

·喜被與月老的紅線(xiàn) ···················································· 232

·喜被與龍鳳呈祥 ······················································· 232

4、親友祝福與手作傳承 ··············································· 233

5、象征繁衍與家族延續(xù) ··············································· 233

6、實(shí)際案例與地域特色 ··············································· 233

五、喜被的民俗與現(xiàn)代情緣 ·················································· 234

1、喜被的民俗風(fēng)情 ····················································· 234

2、現(xiàn)代社會(huì)的喜被情緣延續(xù) ········································ 236

3、喜被在現(xiàn)代社會(huì)的情感價(jià)值 ····································· 238

第10章 喜被的現(xiàn)代傳承

一、喜被文化的現(xiàn)代表現(xiàn) ·················································· 240

1、當(dāng)代喜被的設(shè)計(jì)創(chuàng)新 ············································· 240

·喜被材質(zhì)與工藝的現(xiàn)代革新 ····································· 240

·喜被圖案與色彩的時(shí)尚表達(dá) ····································· 243

·個(gè)性化定制與品牌化發(fā)展 ········································ 247

2、喜被在婚禮中的角色與寓意 ··································· 249

·喜被作為婚禮裝飾的時(shí)尚元素 ··································· 249

·喜被在婚紗照拍攝中的運(yùn)用 ······································ 251

·喜被作為婚禮贈(zèng)品的情感寓意 ································· 252

·新人互贈(zèng)喜被的浪漫儀式 ········································ 252

·喜被作為父母對(duì)子女的祝福 ····································· 253

二、喜被在婚后生活與文化傳承中的價(jià)值 ··························· 254

1、喜被的實(shí)用與珍藏價(jià)值 ·········································· 254

·喜被作為傳家之寶的珍藏意義 ·································· 255

·喜被與家族傳承、情感寄托、技藝傳承 ····················· 255

2、喜被文化的社會(huì)持續(xù)推廣與結(jié)婚新人的教育 ············· 256

·喜被文化的宣傳推廣與教育普及 ······························· 258

·媒體平臺(tái)對(duì)喜被文化的傳播推廣策略 ························· 259

·網(wǎng)絡(luò)環(huán)境下喜被文化的傳播與推廣 ···························· 260

·針對(duì)結(jié)婚嫁妝喜被文化在網(wǎng)絡(luò)環(huán)境下的傳播與推廣策略···· 261

·結(jié)婚新人接受喜被文化教育普及的路徑 ····················· 263

·婚前教育與咨詢(xún) ······················································ 263

·婚禮儀式中的文化體驗(yàn) ············································ 263

·婚后生活中的文化傳承 ············································ 264

第六篇 喜被的地域特色與風(fēng)格

第11章 北方地區(qū)的喜被風(fēng)格

一、北方喜被的材質(zhì)與工藝 ················································ 266

1、北方喜被的傳統(tǒng)材質(zhì)選擇 ······································ 266

2、獨(dú)特的紡織工藝與技術(shù) ········································· 268

3、北方喜被的制作流程與工藝特點(diǎn) ···························· 269

二、北方喜被的圖案與色彩

1、北方喜被的常見(jiàn)圖案設(shè)計(jì) ······································ 270

2、色彩選擇與搭配的藝術(shù) ··································· 272

3、圖案與色彩的象征意義與文化內(nèi)涵 ··················· 273

三、北方喜被的文化內(nèi)涵與象征意義 ····························· 274

1、喜被在北方婚嫁習(xí)俗中的地位與作用 ·················· 275

2、喜被作為嫁妝的傳統(tǒng)與意義 ······························· 275

3、北方喜被與民俗信仰的關(guān)聯(lián) ······························· 276

4、喜被作為情感寄托的特殊意義 ··························· 277

5、北方喜被文化的傳承與發(fā)展前景 ························ 278

第12章 南方地區(qū)的喜被特色

一、南方喜被的材質(zhì)與工藝 ·········································· 280

二、南方喜被的工藝細(xì)節(jié)與特點(diǎn) ···································· 283

三、南方喜被的圖案與色彩 ·········································· 285

四、南方喜被的文化內(nèi)涵與象征意義 ····························· 290

五、南方喜被與婚嫁文化的緊密聯(lián)系 ····························· 291

六、南方喜被的情感價(jià)值與傳承意義 ····························· 294

第13章 少數(shù)民族的喜被文化

一、各少數(shù)民族喜被的獨(dú)特風(fēng)格 ···································· 296

1、苗族喜被的刺繡藝術(shù)與風(fēng)格 ······························· 296

2、彝族喜被的材質(zhì)與裝飾特色 ······························· 298

3、藏族喜被的厚重感與宗教色彩 ···························· 300

二、其他少數(shù)民族喜被的風(fēng)格概覽 ································· 302

1、侗族喜被特色簡(jiǎn)介 ············································· 302

2、土家族喜被特色簡(jiǎn)介 ·········································· 302

三、少數(shù)民族喜被的制作工藝與材料 ······························· 304

1、少數(shù)民族喜被的傳統(tǒng)制作工藝 ····························· 304

2、傳統(tǒng)工藝的傳承與發(fā)展 ······································· 306

3、喜被獨(dú)特的材料選擇與運(yùn)用 ································ 307

4、地域特色材料的發(fā)掘與利用 ································ 308

四、少數(shù)民族喜被在婚嫁習(xí)俗中的地位與意義 ·················· 310

1、少數(shù)民族喜被作為婚嫁必備品的重要性 ················ 311

2、喜被作為嫁妝的傳統(tǒng)與意義 ································ 312

第七篇 中國(guó)喜被民風(fēng)民俗

第14章 中國(guó)喜被文化

一、喜被的外觀美學(xué) ····················································· 313

1、喜被被面色彩艷麗之美 ······································ 313

2、喜被被面圖案造型之美 ······································ 314

二、喜被中的夫妻恩愛(ài)象征 ··········································· 315

1、夫妻恩愛(ài)圖案紋樣部分 ···································· 315

三、喜縵鴛夢(mèng)榻（結(jié)婚婚床） ········································ 323

1、同床共枕渡一生——婚床 ································· 323

四、喜被寓意，交合祈子——傳統(tǒng)婚俗中的生育祈愿 ········· 324

1、祈子的吉祥色調(diào) ·············································· 326

2、祈子的吉祥果品 ·············································· 326

3、祈子的吉祥食品 ·············································· 327

4、祈子的吉祥物品 ·············································· 328

5、子孫娃和子孫錢(qián) ·············································· 328

6、紅棉襖和紅棉褲 ·············································· 328

7、祈子的吉祥儀式 ·············································· 329

五、喜被祈愿：交合祈子傳統(tǒng)中的部分圖案紋樣寓意

1、魚(yú)戲蓮（圖案寓意） ········································ 329

2、萬(wàn)代長(zhǎng)春（圖案寓意） ····································· 330

3、瓜瓞綿綿（圖案寓意） ····································· 331

4、鴛鴦戲水（圖案寓意） ····································· 332

5、麒麟送子（圖案寓意） ····································· 333

6、喜占春魁（圖案寓意） ····································· 334

7、雙鯉交枝（圖案寓意） ····································· 335

8、鴛鴦貴子（圖案寓意） ····································· 335

9、榴開(kāi)百子（圖案寓意） ······································· 337

10、金玉滿(mǎn)堂（圖案寓意） ···································· 338

11、子孫萬(wàn)代（圖案寓意） ···································· 339

六、喜被的使用習(xí)俗

1、喜被（婚被）的鋪與蓋 ······································ 341

·鋪 （鋪被） ······················································ 342

·蓋 （蓋被） ······················································ 344

第15章 中國(guó)喜被地域習(xí)俗

一、山西平遙婚禮的“被子”習(xí)俗 ································ 348

1、做被子 ····························································· 349

2、引被子 ····························································· 349

3、踩被子 ····························································· 349

4、坐被子（也稱(chēng)“坐富貴”） ································ 350

5、撒帳禮 ····························································· 350

二、“被子”習(xí)俗反映的社會(huì)文化背景

1、傳統(tǒng)生育觀的反映 ·············································· 350

2、諧音寓意的體現(xiàn) ················································ 351

3、趨吉避兇的民族心理 ·········································· 351

三、“被子”習(xí)俗的功能效應(yīng)

1、認(rèn)知功能 ···························································· 352

2、調(diào)適功能 ···························································· 352

3、傳承功能 ···························································· 352

第16章 喜被的傳統(tǒng)與制作

一、喜被的色彩世界 ························································ 354

1、黑色：神秘的夜幕之選 ········································· 354

2、暗色調(diào)：低調(diào)的奢華之美 ······································ 355

3、大紅色：熱烈的喜慶之色 ······································ 355

4、玫粉色：浪漫的甜蜜之調(diào) ······································ 356

5、明黃色：明亮的幸福之光 ······································ 357

二、喜被吉祥圖案文化 ····················································· 357

三、喜被的材質(zhì)之選 ························································ 359

1、纖維被：輕盈舒適的現(xiàn)代選擇 ································ 359

2、羽絨被：柔軟保暖的高端享受 ································ 360

3、棉花被：天然親膚的傳統(tǒng)之選 ································ 360

四、喜被的風(fēng)俗與避忌探秘 ··············································· 361

1、諧音忌諱：寓意背后的秘密 ···································· 361

2、喜被色彩選擇：五彩斑斕的吉祥之意 ······················· 362

3、顏色忌諱：避免不吉之色的智慧 ······························ 362

五、喜被的數(shù)量與重量：傳統(tǒng)與現(xiàn)代的權(quán)衡 ························· 363

六、精心制作喜被的藝術(shù) ··················································· 364

1、新舊問(wèn)題：傳承與創(chuàng)新的結(jié)合 ·································· 364

2、縫制人員：匠心獨(dú)運(yùn)的工藝師 ·································· 365

3、制作做工：精湛手藝的展現(xiàn) ····································· 366

七、喜被的進(jìn)家時(shí)間與購(gòu)買(mǎi)縫制 ·········································· 366

1、結(jié)婚被子的縫制與購(gòu)買(mǎi)時(shí)間：擇吉日的傳統(tǒng)智慧··········· 366

2、喜被與被套的組合與尺寸：完美搭配的考量 ··············· 367

八、床與喜被的民俗傳統(tǒng) ···················································· 369

1、鋪床與鋪床人：重要的儀式角色 ······························· 369

2、鋪床儀式習(xí)俗：莊重而神圣的典禮 ···························· 370

3、滾喜床：寓意子孫滿(mǎn)堂的祝福 ·································· 371

4、填枕頭：美滿(mǎn)婚姻的象征 ········································· 372

第17章 喜被的應(yīng)用與現(xiàn)代變遷

一、結(jié)婚床與鋪陳的考究 ··················································· 373

1、床的禁忌：避免不吉之兆的智慧 ···························· 373

2、喜被鋪陳順序：有條不紊的美好開(kāi)始 ······················ 374

3、喜被撒物：寓意子孫繁榮的儀式 ····························· 375

4、結(jié)婚壓床：傳統(tǒng)習(xí)俗的現(xiàn)代演繹 ····························· 376

5、壓床人的選擇：重要的角色擔(dān)當(dāng) ····························· 376

6、壓床吉祥話(huà)：美好的祝福與期許 ····························· 377

二、結(jié)婚鋪床的流程

1、婚床鋪蓋流程：步步為營(yíng)的幸福鋪設(shè) ······················ 380

2、鋪床習(xí)俗雅儀：中國(guó)傳統(tǒng)婚禮的溫馨序幕 ················ 381

三、喜被上的吉祥話(huà)語(yǔ)

1、枕頭吉語(yǔ)：滿(mǎn)載祝福的美好寄語(yǔ) ····························· 383

A. 結(jié)婚裝枕頭吉語(yǔ)：寓意新婚快樂(lè)的言辭 ··············· 384

B. 結(jié)婚填枕頭吉祥話(huà)：祝愿美滿(mǎn)婚姻的佳句 ············ 385

2、鋪床套被套喜話(huà)：喜慶時(shí)刻的吉祥之語(yǔ) ···················· 385

3、結(jié)婚鋪床吉語(yǔ)：滿(mǎn)載祝福的吉祥話(huà)語(yǔ) ······················· 388

四、喜被的規(guī)矩與應(yīng)用 ························································ 390

1、男方喜被與被套：結(jié)婚當(dāng)天的特別講究 ···················· 390

2、女方陪嫁被子與被罩：陪嫁之物的溫馨寓意 ·············· 391

3、結(jié)婚抱被子規(guī)矩：莊重而有趣的傳統(tǒng)儀式 ················· 391

4、結(jié)婚紅床單的使用與更換：紅色喜慶的持久留存··········· 392

5、喜被的保存、清洗與贈(zèng)送：傳遞幸福的傳統(tǒng)習(xí)俗··········· 393

6、婚被的選購(gòu)技巧：選購(gòu)滿(mǎn)意婚被的智慧 ····················· 398

五、結(jié)婚用品的處理方式 ······················································ 399

六、婚床被子的鋪疊藝術(shù) ······················································ 400

七、如何正確地給結(jié)婚被子綁上紅繩 ······································ 401

1、紅繩束被，蝶舞翩翩——傳統(tǒng)婚禮中的吉祥捆扎藝術(shù)····· 401

2、十字蝴蝶結(jié)裝點(diǎn)的紅被子：中國(guó)傳統(tǒng)婚嫁的吉祥象征····· 402

3、雙蝴蝶結(jié)裝點(diǎn)紅被子：寓意美滿(mǎn)的傳統(tǒng)婚嫁包裝藝術(shù)····· 403

八、新時(shí)代青年的婚姻觀念變遷 ············································· 404

第八篇 中國(guó)床上用品行業(yè)概述與市場(chǎng)動(dòng)態(tài)分析

中國(guó)床上用品（婚品）行業(yè)研究

第18章 行業(yè)概述

一、床上用品的定義及分類(lèi) ··················································· 406

二、床上用品行業(yè)的特點(diǎn) ······················································ 406

三、床上用品行業(yè)的投資特性 ················································ 407

四、行業(yè)的發(fā)展現(xiàn)狀 ····························································· 408

五、中國(guó)床上用品業(yè)的發(fā)展前景 ··············································· 409

六、消費(fèi)者的需求及其發(fā)展 ···················································· 409

七、影響床上用品需求的兩大根本因素 ···································· 409

八、床上用品需求的發(fā)展趨勢(shì) ················································· 410

第19章 床上用品市場(chǎng)動(dòng)態(tài)與競(jìng)爭(zhēng)策略概覽

一、床上用品銷(xiāo)售渠道構(gòu)成 ····················································· 412

二、我國(guó)床上用品渠道發(fā)展有如下趨勢(shì) ····································· 413

三、床上用品企業(yè)的競(jìng)爭(zhēng)策略 ·················································· 415

四、床上用品行業(yè)的競(jìng)爭(zhēng)發(fā)展趨勢(shì) ············································ 416

五、競(jìng)爭(zhēng)策略 ········································································· 417

第九篇 喜被銷(xiāo)售的藝術(shù)

第20章 喜被銷(xiāo)售的標(biāo)題策略與技巧

一、創(chuàng)意提示標(biāo)題 ································································· 419

二、誘惑力的標(biāo)題 ································································· 420

三、吸引力標(biāo)題 ····································································· 421

四、疑問(wèn)式標(biāo)題 ····································································· 423

五、指令式標(biāo)題 ····································································· 425

六、感嘆式標(biāo)題 ····································································· 428

七、故事式標(biāo)題 ····································································· 429

八、對(duì)比式標(biāo)題 ····································································· 431

九、問(wèn)答對(duì)話(huà)式標(biāo)題 ······························································ 432

十、問(wèn)題解答式標(biāo)題 ······························································ 434

十一、排行榜式標(biāo)題 ······························································ 436

十二、揭秘式標(biāo)題 ································································· 438

十三、引述式標(biāo)題 ································································· 440

十四、熱點(diǎn)話(huà)題式標(biāo)題 ··························································· 442

十五、共鳴式標(biāo)題 ································································· 444

十六、挑戰(zhàn)式標(biāo)題 ································································· 445

十七、預(yù)告式標(biāo)題 ································································· 448

十八、警告/提醒式標(biāo)題 ························································· 449

十九、對(duì)比選擇式標(biāo)題 ··························································· 450

第21章 喜被銷(xiāo)售中的詩(shī)意文化表達(dá)

一、合轍押韻順口溜 ···························································· 451

二、喜被數(shù)字寓意四句詩(shī)式 ·················································· 452

三、喜被七言十六句體的排律詩(shī) ············································ 458

四、龍鳳被七言十六句體的排律詩(shī) ········································· 459

五、繡花被七言十六句體的排律詩(shī) ········································· 461

六、嫁妝被七言十六句體的排律詩(shī) ········································· 462

七、繽紛嫁妝被，吉祥富貴幸福隨 ········································· 463

01、結(jié)婚嫁妝鋪蓋贊 ······················································ 463

02、龍鳳被歌 ································································ 463

03、紅被謠 ··································································· 464

04、繡花被詞 ································································ 464

05、嫁妝被頌 ································································ 464

06、吉祥被贊 ································································ 465

07、富貴被詠 ································································ 465

08、幸福被歌 ································································ 466

09、桂圓被謠 ································································ 466

10、陪嫁被頌 ································································ 466

11、千工被贊 ································································ 467

12、百子圖被頌 ····························································· 467

13、百子千孫被 ····························································· 467

14、彩緞被 ···································································· 468

15、喜被綜合篇 ····························································· 469

第22章 創(chuàng)新銷(xiāo)售策略與名人效應(yīng)

一、教程式標(biāo)題 ···································································· 471

二、列表式標(biāo)題 ···································································· 472

三、逆向思維式標(biāo)題 ······························································ 473

四、名人效應(yīng)式標(biāo)題 ······························································ 474

五、問(wèn)答名人效應(yīng)式標(biāo)題 ························································· 476

六、喜被銷(xiāo)售的現(xiàn)代營(yíng)銷(xiāo)策略 ················································· 478

結(jié)語(yǔ) —家族之寶，文化之根 ······················································ 479

劉秉季：中國(guó)婚俗文化的權(quán)威引領(lǐng)者