What is commercial culture

Borrowed from the business culture, as a social and cultural phenomenon, with the emergence of commodity exchange and always with the business practice, so far has a long history. But as a modern establishment of a specialized discipline, but only a short period of less than 20 years, is a very young discipline. As early as in the pre-Qin period, with the development of agriculture, animal husbandry, handicrafts, the emergence of free traders, as well as Luoyang, Handan, Changsha and other famous ancient commercial city. By the Tang and Song dynasties, China's commerce entered a period of transition from ancient to modern commerce, marked by the circulation of paper money and the rise of foreign trade. After the unification of the whole of China by the Yuan Dynasty, the commerce which was once devastated by war had a new development. According to Marco Polo's Travels, around Kyoto, "there are about two hundred cities, in different locations, each with merchants coming here to buy and sell goods, covering this city as a city of commercial prosperity." In the Ming and Qing dynasties, the budding of modern capitalist commerce emerged, with wealthy merchants possessing the means of production and capital, while the proletarians could only sell their labor. This situation, basically continued until the end of the Qing Dynasty. Ancient China, based on agriculture, the "agriculture and business" as a strategy of governance, the commercial economy is not free to develop, the power is fragile. In modern times, the invasion of Western powers, the national industry and commerce was suppressed. In the three decades after the founding of the People's Republic of China, the market economy was regarded as a unique economic form under the capitalist system in terms of guiding ideology, and fell into a theoretical misunderstanding. However, in spite of this, our people, in the thousands of years of commercial practice, have accumulated rich social and material wealth and at the same time formed a commercial culture rich in national characteristics, such as patriotism and law-abidingness, valuing righteousness rather than profit, honesty and trustworthiness, diligence and thriftiness, as well as farsightedness, valuing of talents, optimism about changes in time and other business ethics and business strategy ideas of classic significance. According to the Zuo Zhuan (左传), during the Spring and Autumn Period (春秋), the merchants of Zheng State, Ching Gao (弦高) and Xi Shi (奚施) were engaged in long-distance trade when they encountered the Qin army attacking Zheng. In order to meet the urgency of the country, Ching Gao told Xi Shi to report to Zheng quickly, and at the same time, he posed as an envoy of Zheng and used his own jade jade jade and twelve oxen to labor with the Qin army. Zheng was so well prepared that Qin had to withdraw its troops. Ming Dynasty, the famous Hui merchants Wang Ping Sheng, "Zhengde years, the age of great failure and famine, storage of grain and corn can take advantage of the time to shoot times," but he "not trapped in the doom, all the loans to the poor, not responsible for its interest, far from the craftsmen of the German". According to "Wei Shu? Zhao Rou biography" records, one day Zhao Rou and his son listed on the market to sell plows, and a customer agreed to change the silk twenty, the customer back to the lodging place to take the silk, another person would like to use thirty silk for the plow, Zhao's son was overjoyed, thought it could easily earn more than ten silk, and Zhao Rou was firmly rejected, he said, "with the people trading, a word will be determined, can not be to benefit from the heart of the calculations. " The Taiping Guangji records a reverse fact: a year of drought, months without rain, Luling merchant Long Changxian hoarded a thousand ducats of rice, waiting for the price to sell, but also write a prayer, praying to God not to rain in a month. This unscrupulous trader on the way home was struck dead by lightning, people also found his prayer. Long not only deserved his own death and became the target of a thousand accusations, but also had his children and grandchildren's titles expunged. Examples such as the above, history is endless, is a vivid portrayal of China's ancient traditional business ethics, culture. All cultures have historical inheritance. Today's socialist business culture is a reasonable inheritance and development of our ancient business culture. In the 1980s of the last world, with the accelerated prosperity and competition of the modern market economy on an international scale, western economists firstly noticed the necessity to look for the deep motivation for the survival and development of enterprises from the cultural level, and put forward the historic proposition of establishing enterprise culture. In such a theoretical atmosphere, our country also strongly advocate the establishment of business culture science, caused the commercial enterprise circles, business theorists in the general attention, the rise of the country's business culture fever. So business culture as a marginal and comprehensive discipline, gradually formed. It arises from the commercial enterprise management and cultural disciplines between the three, but also into the sociology, ethics, psychology, aesthetics and other related disciplines, thus constructing a new discipline. The commercial culture we are talking about refers to the commercial culture with both Chinese and modern characteristics, which is mainly composed of the following contents: I. Commercial spiritual culture. Any commercial enterprise or individual businessman is bound to follow or show certain values, spirit and state of mind in business practice. It is closely linked with the human worldview, outlook on life, noble spiritual culture once sublimated into the highest norms of commercial activities, is a valuable spiritual wealth. The essence of the spiritual culture of business is the spirit, is a y rooted, unswerving beliefs, can be expressed as a principle, a slogan, a creed, etc., but also with the help of the "factory song", "store logo" and other forms of auditory, visual recognition. Effect. The great significance of commercial spiritual culture is to establish a good social image, thus strengthening the competitive ability, and internally stimulate the staff's sense of ownership, enhance staff cohesion and creative intelligence. Second, commodity culture. Where the success of the goods, should have certain cultural connotations, and can even show the level of civilization, way of thinking and aesthetic taste of the nation, often expressed in the quality of goods, appearance, name, packaging and many other aspects. There is a special for the elderly scratching the itch with the shape of a miniature hand bamboo products, originally known as "itchy scratch", and then some businessmen renamed it "filial piety hand", the cultural flavor is very different, sales increased greatly. Nowadays, many ancient literary masterpieces of the cover was designed by the publisher into red, green, blue and purple, flowery, vulgar. This is part of the book merchandise appearance of low cultural taste. In the final analysis, commodities belong to the people. But the function of the commodity is very different, the consumer's own needs are also very different, commodity culture how to realize the elegance of vulgar **** appreciation, and actively guide consumers to healthy aesthetic interests, is indeed a must be solved and so far failed to solve the practical and theoretical issues. Third, brand, trade name, trademark culture. Our country is known as the state of civilization and etiquette, people have always harbored good intentions between people. This cultural awareness is bound to be reflected in the determination of commodity brands, trade names, trademarks and other aspects of the design. According to traditional customs, the brand is generally selected with a beautiful image of color and emotional color of the name of things or words, and sometimes also consider the function of the goods, features and other factors. The former, such as "Green Leaf brand shirts", "White Rabbit children's toothpaste", "Venus TV", etc.; the latter, such as "Wolf Dog brand security locks The latter, such as "Wolf Dog brand security door locks", "invincible brand mosquito coils" and so on. Business name, store naming focus on reflecting the auspicious, smooth, developed meaning, such as "Taixing", "Shunda", "Hengyuan" and so on. Traditional Chinese medicine industry business name in particular has a strong national cultural connotation, "Puji", "Yanling", "Yishou", "Hui Sheng The names of stores such as "Pu Ji", "Yan Ling", "Yi Shou" and "Hui Sheng" can be seen everywhere. Trademarks, as the pattern or word mark of the goods, are closely matched with the brand, reflecting the same cultural connotation. All colonization, feudalization, vulgarization of the brand, trade name, trademark must be rejected. Fourth, marketing culture. The fundamental task of business is to realize the exchange of goods. Marketing is the link between production and consumption, is the center of a series of commercial activities. Intuitively, marketing culture refers to window art, counter art, advertising art, exhibition art, etc.; from the connotation, including business consciousness and business philosophy. Civilization, health, beautiful marketing culture can "create customers", to commercial enterprises to bring lucrative returns. The so-called "the same goods, a hundred kinds of sales", that is, commercial employees in the marketing culture of the realm of differences. Tokyo, Japan, a company's employees to a U.S. customers sold a substandard Sony jukebox, found that, in order to be responsible for the customer, the first is to find dozens of hotels in Tokyo, and finally found that the customer was forgotten in the hotel in one of his father's business card living in the U.S., and then a series of the U.S. dialed thirty-five times an emergency phone call, and finally found the customer living in Tokyo, and in five minutes to send a new jukebox! He finally found the customer, who lived in Tokyo, and came to the customer's door within five minutes to deliver a new phonograph, apologized by giving him a cake, a towel, and a CD, and read the company's record of accidents to the customer. The company's marketing awareness of all employees deserves to be recognized as a model in the business world. Fifth, business ethics culture. In business activities, the relationship between business employees and customers is the first, and the relationship between people and goods is the second. Therefore, ethical culture is also called public relations culture. Whether it is traditional business or socialist business, we must cherish the loyalty, care and respect for people. Nowadays, some commercial enterprises have put forward the civilized language norms of "seven voices", "five musts" and "four don'ts", which are the embodiment of the excellent ethical culture of socialist business. "Seven voices" means that the salesperson should greet, introduce, sing, explain, answer, thank and say goodbye to customers from the beginning to the end of receiving customers. "Five to" refers to the staff of the customer to speak attentively and considerate, to pay attention to proportion, to volume appropriate, accurate and concise, to respect the personality. The "four noes" are not forceful, not hurtful, not vague and perfunctory, not sarcastic. Sixth, the business environment culture. The business environment in a broad sense, including the city's commercial buildings, commercial facilities, as well as the entire community to influence the environmental atmosphere of commercial activities. The narrow sense of the commercial environment refers to the design of the store, supporting services to achieve the level. The shopping environment is cleverly designed, color coordinated and pleasing to the eye; the products are reasonably displayed, the prices are clearly marked, and it is convenient for the customers to buy, all of which are the issues that must be paid attention to in the culture of commercial environment. China's commercial culture and science in the reform, opening up the tide of birth, and increasingly perfect, marking China's commercial construction from the technology center, commodity center, profit center to the cultural center of the transition. We have reason to anticipate that the result of this transition will lead to a landmark change in China's commercial form and its theory. At present, China's socialist business culture construction shows a good trend, many industrial and commercial enterprises have been well aware of the business culture is from a deeper level to improve the quality of service and market competitiveness of an effective way, in practice, they not only strive to develop their own cultural potential, and also actively introduce the advanced experience of the external can be drawn on. However, on the whole, they have not yet been able to adapt to the objective needs of the market economy. Such as the rise of the concept of pan-market economy, the imperfection of the fair competition mechanism, "the customer as God" service consciousness is not in place, as well as counterfeiting and selling, profit-oriented and so on, are in varying degrees in the business activities, the construction of a modern business culture has become a negative factor. It should be said that, in the transition from a planned economy to a market economy, the emergence of the above situation, is not completely incredible; however, another angle of investigation, but just to illustrate the urgency of strengthening the construction of socialist business culture. The basic tasks for the construction of socialist commercial culture at the present stage in China can be summarized in the following three major aspects: First, shaping the excellent modern commercial spirit. The primary task of China's socialist modernization is to liberate and develop the productive forces, and first of all, to liberate and develop the fundamental factor of the productive forces - people. Commercial enterprises must realize the people-oriented management, so that people can do their best, the best use of people. People are to have a little spirit. Business is a social service industry, we must require each employee to firmly establish the "for the people" idea, and the spirit of dedication as the ideal personality pursuit. To establish the ability to rely on their own ability and quality service to realize the value of the ability to eliminate the abnormal value of power, money values and relationship values. Employee's spirited state of mind is a great overall strength, when they dissolve the individual in the collective, and feel the modernization of the goal to inspire, can form a unified and coordinated, inspiring conscious behavior, within and outside the enterprise, set up a culture of winning as the characteristics of the spirit of the style. In modern business, instead of "profit first", it is better to say "staff first". Profit comes from the spirit of the staff; the spirit of the staff determines the survival and development of the enterprise. Shaping the spirit of people-oriented business should also include the right to understand, recognize and protect the reasonable personal interests of employees, that is, the so-called "reality of human nature" needs. Otherwise, talk about modern business spirit, will become a castle in the air. Second, the construction of a perfect modern business system. Market economy is a competitive economy, but also the legal system. Commercial enterprises as an important role in the market economy, can not help but strongly appeal to the whole society **** with the construction of a fair competition mechanism and environment. This mechanism and the construction of the environment in addition to rely on government laws and regulations, another more practical significance is the business enterprise "self" system construction. Facts show that the occurrence of many illegal business activities, the proliferation of counterfeit and shoddy goods, originating from the law can be relied on less, but out of the law is not followed by many. Due to the influence of traditional Confucian concepts, for a long time, our country has tended to emphasize "love" over "law" in commodity exchanges, and lacks a strong spirit of contract. If this concept has had a positive effect in history, then, in today's market economy must be transformed, updated, replaced by legal, institutional rights and obligations to promote the normal operation of commodity exchange. Another level of commercial enterprise system construction is to strengthen the internal staff behavioral norms, such as labor discipline, rewards and punishments, democratic supervision system. I have witnessed such a thing: a customer with a "new open river ginseng" to several pharmacies to request a slice, were rejected, the reason is that the drug is not sold there. Finally, the customer walked into a modest "old" name of the pharmacy, the owner not only warm reception, help processing, and do not charge a penny processing fee, because this is the store's ancestral rules. This pharmacy so business is booming, with this "rule" is not unrelated. Third, the promotion of high business ethics. The core of business ethics is the relationship between right and wrong. There is a historical point of view that, "Confucian for the name of high, Jia for profit thick", the pursuit of the reader is "righteousness", the pursuit of businessmen is "profit". Undeniably, the phenomenon of businessmen "emphasizing profit over righteousness", "forgetting righteousness at the sight of profit", and even "making profits make you lose your mind" is not uncommon. In a capitalist society, the phenomenon is even more extreme. As revealed by philosophers, the early commercial capitalists, in pursuit of 50% profit, would be desperate, and for 100% profit, they dared to trample on all laws of the earth; for 300% profit, they dared to commit any crime, even at the risk of being hanged by the neck. This is where the saying "no businessman is an adulterer" comes from. In the construction of socialist business ethics, it is undoubtedly necessary to firmly eliminate the bad influence of the corrupt business morality of profit-oriented. Righteousness is one of the most important moral norms in our traditional culture. Throughout the ages, many businessmen have abided by the principles of "being a true gentleman in benevolence and righteousness, and a great man in righteousness", "sincerity invites customers from all over the world, and righteousness brings in wealth from all directions", "profit is made by righteousness, and fame is cultivated by purity", and "profit is made by righteousness, and fame is cultivated by purity". The noble ethical creed of "taking money for righteousness", "a gentleman loves money and takes it for what it is worth", and "the price is real and the goods are genuine, and the goods are for children and old men". This "righteousness for profit" way of doing business has won them a good business reputation and brought them great wealth, which is still of great significance today. At the same time, we must also see that the business ethics of our country, which was accumulated on the basis of the closed agrarian economy, has an obvious conservative side, and the Confucianism's much-talked-about idea that "a gentleman is a metaphor for righteousness, while a villain is a metaphor for profit" is undoubtedly a general denial of "profit". The combination of this concept with the modern "leftist" thinking has had such a profound social impact that people "talk about profit". Today, the construction of socialist business ethics must adhere to the principle of "righteousness and profitability" and fully recognize the legitimacy and reasonableness of making profits from business and getting rich. Spiritual culture construction, institutional culture construction and moral culture construction are the basic contents of socialist business culture construction, and the above is only an overview of the general idea. The connotation of commercial culture construction is extremely broad, and it is urgent for knowledgeable people to study it in depth. Commercial culture is not an isolated cultural form; it has an interpenetrating and mutually restraining relationship with the politics, law and economy of the society. We look forward to exploring the theoretical and practical issues of the construction of business culture, socialist business as a position to promote socialist material and spiritual civilization, and create a new situation of socialist business.