“借仙扬名”是宋代商人家庭捕捉商机的治生之道,实际上就是借助仙人的名人效应。“借仙扬名”既反映了宋代商人乘时逐利的主动性,也反映出宋代商人面对不利经商环境时的无奈与不自觉的风险规避。 “Borrowing celebrity name ” is the Song Dynasty family of merchants to capture business opportunities in the way of life, in fact, is to use immortal celebrity effect. “Borrowing celebrity name ” not only reflects the Song Dynasty merchants take the time to pursue profit initiative, but also reflects the Song Dynasty businessmen in the face of unfavorable business environment helpless and unconscious risk aversion.