从传统到现代：儒商的破茧与新生
中图分类号：C93 文献标志码：A
From Tradition to Modernity：The Transformation and Rebirth ofConfucian Merchants
SU Yong1 MA Wenjie² （1.Fudan University， Shanghai 2OO433， China; 2. Shanghai University of International Business and Economics，Shanghai 2Ol62O，China）
Abstract： Played a significant role in the development of Chinese history.Confucian Merchants refer to businesspeople or entrepreneurs who engage in commodity business activities under the guidance of Confucian thought，and possess high cultural literacy，business ethics，and social responsibility. Confucian Merchants have high cultural literacy，attach great importance to personal cultivation，advocate honest management and win-win cooperation，emphasize social responsibility，and contribute their economic strength to serving their hometowns and the country.From a historical perspective，in their business operations，Confucian Merchants prioritize people-oriented approaches，uphold the principle of "generating profits through righteousness"，strive to maintain harmonious relationships with all stakeholders in business activities，and avoid excessive competition and conflicts.Furthermore，they value business ethics in their operations and excel at innovation. In modern market economy societies， Confucian Merchants must undergo a modernization transformation. Firstly，it involves role transformation-shifting from traditional businesspeople to modern entrepreneurs. Secondly， it requires conceptual upgrading-adopting new thinking aligned with modern business practices. Thirdly，it entails cultural integration-achieving the organic combination of tradition and modernity.However，the modernization transformation of Confucian Merchants also faces challenges：one of the key challenges is to properly carry out cultural inheritance and innovation，and another critical issue they must address is how to cope with the unprecedentedly fierce market competition.
Key word： tradition；modernity；confucian merchants; rebirth
1儒商溯源：历史长河中的儒商印记
中国文化源远流长，内涵丰富，而在博大精深的中国传统文化中，儒家文化无疑是其核心。（剩余10725字）
