略论明清儒商经营理念的形成及其主要内容

明清时期,由于儒家文化观的改变以及大量书生从商现象的出现,商人们在经营过程中逐渐开始将中国传统主流文化——儒家文化与治生之道相结合,形成了儒商经营理念,同时也形成了中国商人中一个特有的群体:儒商。本文回顾了儒商及其经营理念的形成过程,并对儒商经营理念的主要内容进行了简单的论述。对儒商及其经营理念的了解在一定程度上将有利于实现今天中国市场营销本土化。

Brief Research on the Formation and Main Contents of Management Ideas of Learned Businessmen in Ming and Qing Dynasties

In Ming and Qing dynasties, with the change in Confusion culture recognition /outlook and the phenomena that a large number of well - educated literates emerged to be engaged in business, businessmen began to combine gradually the Chinese traditional mainstream culture----- Confusion culture, with management method in the process of transactions. Thus the management ideas of learned businessmen came into being and simultaneously so did a unique group known as Learned Businessmen" among Chinese merchants. This article reviews the formation of learned businessmen group and their management idea. It discusses briefly the main contents of the management ideas of learned businessmen. In a certain degree, a good understanding of the unique group and the main contents of its management ideas is beneficial to effecting marketing localization in China now.