儒商的人际关系营销之道

The Interpersonal Relationship Marketing of Confucian Businessman

摘要: 儒商一词最早现于二十世纪后的南洋华商之中，但儒商却古已有之，陶朱公、子贡等人，皆是古代儒商的代表。儒商被定义为受中国儒家文化影响的，拥有较高道德品质与文化素养的成功商人。儒商即收获了成功的事业，也受到了人们的尊重，其成功的原因正是儒商所遵循的人际关系营销之道。儒商的经营之道已经远远的超出了经济范畴，他们的营销之道也更加值得探究。

Abstract: The word of Confucian businessman first appeared in twentieth century because of the Nanyang Chinese. But Tao Zhugong, Zi Gong etc. are all the representative of the ancient Confucian busi-nessman who arose before twentieth century. Confucian businessman is defined as Chinese people who are influenced by Confucian culture, as a successful businessman with high moral quality and cultural accomplishment. The Confucian businessmen harvest success and also win the people’s respect. The reason for its success is the interpersonal relationship marketing. The meaning of Confucian marketing has been far beyond the economic category and is more worthy of inquiry.