4.1 Moutai In this research mean
4.1.1 Product of local liquor, consist of process of liquor procedure and packaging product including the advertises in dimension of commoditization since the past till currently.
4.1.2 Society process relate with product of Moutai from 4.1.1. in the context of Local, nation state and global or international.
4.2 Moutai Town
In this research mean the Town where is locate of Moutai local liquor place. Which name is “Moutai town” in Guizhou province, China.
4.3 Local Rice Whiskey
Moutai is one of the three distilled spirits with the name of Scotch whisky and Cognac Blanc, which are all spirits. And spirits is a high concentration of spirits, according to the alcohol, whiskey can be divided into 40-60 degrees and other different alcohol, Maotai between 33~55 degrees, so this article in order to better understand Maotai, the use of whiskey to do the metaphor.
4.4 Moutai people
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In this research mean ‘Moutai people’ refer to the original residents and local merchants of Moutai town, as well as the investors and industrial workers who gathered to live in the town with the prosperity of brewing industry after the establishment of Moutai winery in 1951.
4.4 Shaofang
In this research mean the place where Moutai is brewed and produced. Before the establishment of the Moutai distillery in 1951, the place where the liquor was brewed in the town was always known as "Shaofang".
4.5 Cultural Identity
The cultural identity in this study is the identity of Moutai culture by the people of Moutai Town in Guizhou Province. At the same time, it is related to Moutai Town.
4.6 The social life of thing
The concept of "The social life of thing" was proposed by Ariun Appadurial in his book "The Social Life of Things". The author proposed to treat commodities from the perspective of culture, and the core content is to treat "things".
4.7 Commoditization
The commoditization in this research is the process of commercial activity related to Moutai liquor since the past till currently and all of social context, local-nation state and global.
4.8 Drinking Culture
In this research mean the culture by whiskey drinking. So drinking culture refers to a set of traditional and social behaviors surrounding the consumption of alcoholic beverages in Moutai Town and its surrounding radiated areas as a recreational drug and social lubricant. Alcohol and its effects have been present in society throughout history.
5. Scope of Research 5.1 Field of Research
5.1.1 Main place of research
Moutai Town, Renhuai City, Guizhou Province, China 5.1.2 Sub places of research
5.1.2.1Guiyang City, Guizhou Province, China Guiyang City is the capital of Guizhou Province.
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5.1.2.2Chongqing
During the late Qing Dynasty and early Ming Dynasty (1840-1912), Chongqing was the largest traditional sales market outside Moutai Province.
5.2 Timing Scope
5.2.1 Research study periods
1) 1745-1941, Moutai in this period was mainly produced in the salt merchants' brewing workshops.
2) 1951-1977, From the establishment of Moutai Distillery to the era of planned economy in New China, Moutai’s consumer market and economic attributes have changed.
3) 1978-1999, China entered a period of reform and opening up. Moutai gained operational autonomy.
4) 21st century. China’s luxury era 5.2.2 Field working years : 2021-2022 5.3 Research unit of analysis
“Water Festival Ceremony”, Thence water festival ceremony is Chinese traditional culture has always attached great importance to sacrifices one of the important activities in Moutai town. The “Water Festival Ceremony” has a large scale and a large number of participants, which has profound cultural and artistic value. The time and space of “Water Festival Ceremony” is the best condition for contact with Mouta town, and it provides the most favorable opportunity to study the self-identity construction of Moutai town. So “Water Festival Ceremony” is the result of joint efforts and cooperation between Moutai Group and government departments. It allows people to be actively involved. It can also better spread Moutai culture.
6. Research Methodology
This research used “Qualitative research methodology”. Structure of methodology is given as follows:
6.1 Research Populations 6.1.1 Locals in Moutai Town 1)Local residents of Moutai Town
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This is an important folk force that witnesses, participates in and inherits the development of Moutai culture. They experienced everything about Moutai firsthand.
By 2019, the population of the town had reach 106,631.
2) Employees of Moutai Distillery.
The employees of the Moutai Distillery have played a vital role in the production of Moutai. Most of the employees have inherited their father's work, and their ancestors have worked for the Moutai Distillery for generations to pass on the Moutai culture.
3) local businessman
With the development of tourism in Moutai Town, some locals are good at seizing business opportunities and actively opening restaurants, Moutai specialty shops, hotels, etc., not only serving tourists, but also increasing income.
6.1.2External personnel:
1) Consumers
Moutai has a relatively stable consumer group who agrees with Moutai values and promotes Moutai culture. This group is divided into several levels according to the degree of loyalty to Moutai.
2) Researchers
They are the main force in the study of Moutai culture and in-depth exploration of the essence of Moutai culture. They can be teachers, researchers, retirees, etc. They searched the literature from a unique perspective, recorded relevant information, and displayed and promoted Moutai culture.
3) Collectors
Moutai has a high collection value. According to the factory time of Moutai, the longer the time, the higher the collection value. There are many collectors of Moutai, and the styles of collecting Moutai are very different.
4) Merchant
The high profits after the commoditization of Moutai has triggered the full imitation of Moutai by other brands in the liquor market. Countless foreign merchants have injected capital into Moutai Town. Now there are nearly 2,000 wineries in Moutai Town, forming a regional brand of Moutai liquor.
5) Government personnel
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Government personnel came here to conduct field investigations and make suggestions for local development.
6.2 Instrumentation for data collection
Camera, notebook, video camera, pen, computer etc.
6.3 Data Collection
To collect data by literature reviews. The documentary data from research articles, magazines, and documents from local government, etc.
6.3.1 Fieldwork
1)Interview :Formal interview, Informal interview, focus group interview, In-depth interview, and general interview.
2)Observation :General observation, and participatory observation.
6.3.2Documentary data collection
To collect data by review literatures. The documentary data from research, magazine, documentary from local government etc.
6.4 Data Analysis
Qualitative research methodology. The two main concepts used in my research:
The social life of things and commoditization are used to analyze the relationship between Moutai and the society of Moutai Town. At the same time, the commercial development of Moutai under the background of liquor culture is analyzed.
6.5 Research presentation
6.5.1 Thesis: Descriptive Analysis and Pictures. (Full paper)
6.5.2 Research article: Publishing in international journal level of “scopus”.