中国是深受儒家思想熏陶的国家。传统儒商可视为我国早期企业家的雏形。他们的经营活动以儒家伦理思想为指导,赢得了顾客和市场。“人们把日本、台湾、韩国、香港所在的东亚地区称为‘儒家文化圈’,认为儒家伦理从根本上造就了东亚经济奇迹,成为东亚社会实现现代化的源头活水。”从现代市场营销学角度去诠释,就会发现,以“仁、义、礼、智、信”为核心的儒家思想,不仅是伦理道德,也是营销道德。 China is a country deeply influenced by Confucianism. Traditional Confucian merchants can be regarded as the prototype of early Chinese entrepreneurs. Their business activities to Confucian ethics as a guide, won the customers and the market. People call the East Asian region where Japan, Taiwan, South Korea and Hong Kong are located as the “Confucian cultural circle,” believing that Confucian ethics has fundamentally created an economic miracle in East Asia and has become the source of living water for the modernization of East Asian society. “” From modern marketing From the angle of study, we can find that Confucianism centered on “benevolence, righteousness, courtesy, wisdom and faith ” is not only ethical but also marketing moral.