本文通过对酒吧业的考察指出，在产品非物质化的消费新语境中，关系工作成为服务于消费的关键生产环节。面对关系的开放性和复杂性，酒吧营销需自主重塑自我与生活，形成性别化的关系工作脚本，在日常生活中发展和维系与消费者的人际关系，形成自己的关系圈层。通过团队管理和场所设置，酒吧经营者使不同的关系圈层相互依存，将其组织为“娱乐性的两性互动”和“差异化的同性圈层”交错的社交消费场景。营销在日常生活中的自主性是其劳动价值源泉，却也带来了更深刻的异化体验。不仅如此，营销个体的关系工作需在酒吧组织的互动场景中才能实现价值转化，酒吧则通过将控制重点转移至消费过程而实现利益最大化。

Taking the bar industry as an example, this paper points out that in a consumption context where products are dematerialized, relational work becomes a key production link at the service of consumption. Faced with the openness and complexity of relationships, bar marketers need to autonomously reinvent themselves and their life, form a gendered relationship work script, develop and maintain interpersonal relationships with consumers in daily life, and form their own social circles. Through team management and place setting, bar operators make different social circles interdependent and organize them into a social and leisure scene with "entertaining gendered interaction” and "differentiated same-sex circles". The autonomy of marketers in everyday life is the source of labor value, but it also brings more profound experience of alienation. Moreover, the value of marketers' relational work needs to be realized in the context of the interactive scenario organized by bars, which maximizes the benefits by shifting the focus of control to the consumption process.

黄燕华、刘子曦

欢迎阅读《社会学研究》！您是该文第3482位读者！