Borrowed commercial culture, as a social and cultural phenomenon, has a long history with the appearance of commodity exchange and is consistent with commercial practice. As a modern specialized subject, it is a very young subject with a short time of less than 20 years. As early as the pre-Qin period, with the development of agriculture, animal husbandry and handicrafts, there appeared free businessmen and famous ancient commercial cities such as Luoyang, Handan and Changsha. In the Tang and Song Dynasties, China's commerce entered a transitional period from ancient commerce to modern commerce, which was marked by the circulation of paper money and the rise of foreign trade. After the Yuan Dynasty unified China, the commerce once destroyed by the war had a new development. According to Marco Polo's Travels, "There are about 200 cities around Kyoto with different locations. Every city has businessmen coming here to buy and sell goods, and this city has been built into a prosperous city. " During the Ming and Qing Dynasties, the seeds of modern capitalist commerce appeared. Big armour, rich businessman, occupies the means of production and capital, and proletarians can only sell their labor. This situation basically lasted until the late Qing Dynasty. In ancient China, agriculture was the basis, and "emphasizing agriculture and restraining commerce" was the general plan of governing the country. The commercial economy could not develop freely and its strength was weak. The invasion of western powers in modern times suppressed the national industry and commerce. In the thirty years 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 guiding ideology and fell into a theoretical misunderstanding. Nevertheless, in thousands of years of business practice, our people have accumulated rich social material wealth, and formed a business culture with national characteristics, such as patriotism and law-abiding, valuing righteousness over profit, honesty and trustworthiness, diligence and thrift, as well as business ethics and business strategic thoughts with classic significance, such as foresight, attaching importance to talents, optimism and advancing with the times. According to Zuo Zhuan, during the Spring and Autumn Period, merchants and historians of the State of Zheng operated long-distance trade, and Lu Yu attacked the State of Zheng. When the string is high, the country is in a hurry. Shi Fengzhao rushed back to Zheng for emergency. At the same time, he pretended to be Zheng's envoy and used private jade and twelve cows to get Qin Jun. After Zheng received the report, he was fully prepared, so Qin had to withdraw. Wang Pingsheng, a famous Huizhou merchant in the Ming Dynasty, said: "During the period of Zhengde, I was old, sorry for my hunger, and I could take the opportunity to save grain and millet." But he "doesn't care for the poor, doesn't complain about their benefits, and is far from being virtuous." According to Shu Wei? Zhao Rou Biography records that one day Zhao Rou took his son to the government to sell plows and agreed to exchange 20 silks with a customer. When the customer returned to his residence to get silk, another person was willing to exchange 30 pieces of silk for a plow. Zhao Rou's son was overjoyed and thought he could easily earn 10 more silks, but Zhao Rou resolutely declined. He said, "interacting with people is a transaction, so it's no good." Taiping Guangji recorded a negative fact: there was a drought in a certain year and it didn't rain for several months. Longchang, a merchant in Luling, hoarded thousands of grains of rice, sold them for a price, and wrote a prayer that it would not rain for a month. This heartless profiteer was electrocuted by lightning on his way home, and his prayers were found. The dragon family not only deserved to die, but also was condemned by many people, and even the reputation of their children and grandchildren was abolished. As the above example, Shangshu is a vivid portrayal of China's ancient traditional business ethics and culture. All cultures have historical heritage. Today's socialist commercial culture is a reasonable inheritance and development of China's ancient commercial culture. In the 1980s, with the accelerated prosperity and competition of modern market economy in the international scope, western economists first noticed the need to find the profound motive force for the survival and development of enterprises from the cultural level, and put forward the historic proposition of establishing enterprise culture. In this theoretical atmosphere, China also strongly advocated the establishment of business culturology, which attracted the general attention of business circles and business theorists, and a business culture craze rose in the whole country. Therefore, as a marginal and comprehensive discipline, business culture has gradually formed. It comes from three disciplines: business enterprise management and culture, and also integrates the related contents of sociology, ethics, psychology, aesthetics and other disciplines, thus constructing a new discipline. The business culture we are talking about refers to the business culture with both China characteristics and modern characteristics, which mainly includes the following contents: 1. Business spirit culture. Any business enterprise or individual businessman must follow or show certain values, mental outlook and ideological realm in business practice. It is closely related to people's world outlook and outlook on life. Noble spiritual culture is a valuable spiritual wealth once it is sublimated to the highest standard of commercial activities. The essence of enterprise spiritual culture is spirit, which is a deep-rooted and unshakable belief. It can be expressed as a principle, a slogan, a creed and so on. , but also with the help of "factory song" and "store emblem", it can produce auditory and visual recognition effects. The great significance of business spirit culture lies in establishing a beautiful social image externally, thus enhancing competitiveness, stimulating employees' sense of ownership internally, enhancing employees' cohesion and creating wisdom. Second, commodity culture. Every successful commodity should have a certain cultural connotation, even showing the degree of national civilization, way of thinking and aesthetic taste, which is often manifested in the quality, appearance, name, packaging and many other aspects of the commodity. There is a kind of bamboo product that looks like a miniature hand for the elderly to grasp. Originally called "tickling", some merchants later renamed it "the hand of a dutiful son", which had a very different cultural charm and greatly increased sales. Nowadays, the covers of many ancient literary masterpieces are designed by publishing houses to be red, green, blue and purple, colorful and vulgar. This is a prominent manifestation of the low cultural taste of some books and commodities. In the final analysis, commodities belong to the people. However, the functions of commodities are very different, and the demands of consumers themselves are also very different. It is indeed a practical and theoretical problem that must be solved, but has not been solved so far, how to realize the taste of both refined and popular in commodity culture and actively guide consumers' healthy aesthetic taste. 3. Brand, trade name and trademark culture. China is known as a country of civilization and etiquette, and people have always cherished good wishes. This cultural awareness must be reflected in the determination of commodity brands, the naming of trade names and the design of trademarks. According to traditional customs, brands generally choose the names or words of things with beautiful images and emotional colors, and sometimes consider the functions and characteristics of goods. The former is like "green leaf shirt", "children's rabbit toothpaste" and "Venus TV". The latter such as "German Shepherd Brand Anti-theft Door Lock" and "Invincible Brand Mosquito-repellent incense". The names of trade names and shops focus on the meanings of auspiciousness, smoothness and development, such as Taixing, Shunda and Hengyuan. Traditional trade names of traditional Chinese medicines have strong national cultural connotations, and shop names such as "Puji", "Longevity", "Longevity" and "Huisheng" can be seen everywhere. Trademarks, as patterns or characters of commodities, closely cooperate with brands and embody the same cultural connotation. All colonial, feudal and vulgar brands, trade names and trademarks must be rejected. Fourth, marketing culture. The fundamental task of commerce is to realize commodity exchange. Marketing is the link between production and consumption, and it is the central link of a series of commercial activities. Intuitively, marketing culture refers to window art, counter art, advertising art, exhibition art, etc. In terms of connotation, it includes management consciousness and business philosophy. Civilized, healthy and beautiful marketing culture can "create customers" and bring rich profit returns to commercial enterprises. The so-called "one commodity, hundreds of sales" refers to the differences in the marketing cultural realm achieved by business practitioners. Employees of a company in Tokyo, Japan, sold an unqualified Sony record player to an American customer. After the discovery, in order to be responsible for the customers, they first searched dozens of hotels in Tokyo, and finally found a business card whose father lived in the United States that the customer had forgotten in the hotel. Then they made 35 emergency calls to the United States in a row, and finally found a customer living in Tokyo, delivered them to the door within five minutes, and presented a cake, a towel and a CD. The marketing awareness of all employees in this company is worthy of being a model for the business community. V. Business ethics culture. In business activities, the relationship between employees and customers is the first, while 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 our loyalty, care and respect for people. At present, some commercial enterprises have put forward civilized language norms such as "seven tones", "five essentials" and "four noes", which are the embodiment of the excellent ethical culture of socialist business. "Seven tones" refers to the greeting sound, introduction sound, money shaking sound, puzzle solving sound, answer sound, thank you sound and farewell sound in the process of saying goodbye to customers from the beginning to the end. "Five Essentials" means that employees should be careful and considerate when talking to customers, pay attention to discretion, have appropriate volume, be accurate and concise, and respect individuality. The "four noes" are not unreasonable, immoral, vague, perfunctory and cynical. 6. Business environment and culture. The business environment in a broad sense includes commercial buildings and facilities in the city, as well as the environmental atmosphere that the whole society affects business activities. In a narrow sense, business environment refers to the design of shops and the level of supporting services. The shopping environment is ingenious in design, harmonious in color and pleasing to the eye; Reasonable commodity display, clear price tag and convenience for customers to buy are all issues that must be paid attention to in business environment and culture. China's business culturology was born in the tide of reform and opening up, and it is becoming more and more perfect, marking the transformation of China's business construction from a technology center, a commodity center and a profit center to a cultural center. We have reason to expect that the result of this transformation will make a milestone change in China's business form and theory. At present, China's socialist commercial culture construction presents a good trend. Many industrial and commercial enterprises have realized that business culture is an effective way to improve service quality and market competitiveness at a deeper level. In practice, they not only strive to develop their own cultural potential, but also actively introduce advanced experience that the outside world can learn from. However, on the whole, it can not meet the objective needs of the tide of market economy. For example, the rise of the concept of pan-market economy, the imperfection of fair competition mechanism, the lack of service consciousness of "taking customers as God", counterfeiting and selling fake goods, mercenary and so on, all exist in commercial activities to varying degrees and become negative factors in the construction of modern commercial culture. It should be said that in the transition from planned economy to market economy, the above situation is not completely incredible; However, from another perspective, it just shows the urgency of strengthening the construction of socialist business culture. At present, the basic task of building socialist business culture in China can be summarized as the following three aspects: 1. Shaping excellent modern business spirit. The primary task of China's socialist modernization is to liberate and develop the productive forces, first of all, the fundamental factor of liberating and developing the productive forces-people. Commercial enterprises must realize people-oriented management and make full use of their talents. People should have some spirit. Business is a social service industry, and every employee must be required to firmly establish the idea of "serving the people" and regard dedication as the ideal personality pursuit. It is necessary to establish the values of ability to realize self-worth by relying on one's own ability and quality service, and eliminate the abnormal values of power, money and relationship. The high-spirited mental state of employees is a great overall strength. When they dissolve the individual into the collective and feel the encouragement of the modernization goal, they can form a unified and coordinated conscious behavior and establish a spiritual outlook characterized by cultural victory inside and outside the enterprise. Modern business is not so much "profit first" as "employees first". Profit comes from the spirit of employees; The spirit of employees determines the survival and development of enterprises. Shaping people-oriented enterprise spirit should also include understanding, recognizing and protecting employees' reasonable personal interests, that is, the so-called "realistic human nature" needs. Otherwise, talking about modern business spirit will become a castle in the air. Second, build a perfect modern business system. Market economy is both a competitive economy and a legal economy. As an important role in the market economy, commercial enterprises have to strongly appeal to the whole society to build a mechanism and environment for fair competition. The construction of this mechanism and environment depends not only on the laws and regulations of the government, but also on the system construction of commercial enterprises themselves. Facts show that many illegal business practices and the proliferation of counterfeit and shoddy goods are all due to the fact that there are few laws that are not complied with, but there are many laws that are not complied with. Due to the influence of Confucian traditional ideas, for a long time, China tended to emphasize "emotion" over "law" in commodity exchange, lacking a strong contractual spirit. If this concept has played a positive role in history, it must be reformed and updated in today's market economy and replaced by legal and institutional rights and obligations to promote the normal operation of commodity exchange. Another aspect of the system construction of commercial enterprises is to strengthen the behavior norms of enterprise employees, such as labor discipline, reward and punishment methods, democratic supervision system and so on. I once witnessed such a thing: a customer took a piece of "Xinkaihe Ginseng" to several pharmacies for slicing, but it was rejected on the grounds that he did not sell the medicine. Finally, the customer walked into an ugly "old" drugstore, and the owner not only warmly received and helped with the processing, but also did not charge a penny for the processing, because this was the ancestral rule in the store. The success of this drugstore is related to this "rule". Third, carry forward noble business ethics. The core of business ethics is the relationship between righteousness and benefit. There is a historical point of view that "the name of a Confucian is beneficial to Jia", while literati pursue "righteousness" and businessmen pursue "profit". Undeniably, it is not uncommon for businessmen to "value profit over righteousness", "forget justice at the sight of profit" and even "smoke their hearts for profit". In capitalist society, it is the peak. As philosophers have revealed, early commercial capitalists will take risks when pursuing 50% profits, and dare to trample on all human laws for 100% profits; For 300% profit, you dare to commit any crime, even at the risk of being hanged. This is how the so-called "no business, no traitors" came into being. In the construction of socialist business ethics, there is no doubt that we must resolutely eliminate the bad influence of corrupt business ethics that is mercenary. Righteousness is one of the most important moral norms in China traditional culture. Throughout the ages, many businessmen have been adhering to the business principles of "taking justice from benevolence is a true gentleman, and seeking wealth from righteousness is a gentleman", "sincerely recruiting friends from all over the world and taking money from all sides", "taking justice from justice and repairing it in name", "a gentleman loves money and takes it from wisdom" and "genuine goods, childlike innocence". At the same time, we should also see that China's business ethics accumulated on the basis of closed farming economy is obviously conservative. The Confucian thought of "a gentleman is righteous and a villain is profitable" is undoubtedly a universal denial of "profit". This concept, combined with modern "Left" ideological trend, has had a profound social impact, which makes people "talk about profit and turn pale". Today, to build socialist business ethics, we must adhere to the principle of "consistency of righteousness and interests" and fully affirm the legitimacy and rationality of getting rich through business. Spiritual culture construction, institutional culture construction and moral culture construction are the basic contents of socialist commercial culture construction, and the above is just an overview of its overall thinking. The connotation of commercial culture construction is extremely extensive, which needs in-depth study by people of insight. Commercial culture is not an isolated cultural form, but has a mutual infiltration and restriction relationship with social politics, law and economy. We look forward to making socialist commerce a position to promote the construction of socialist material civilization and spiritual civilization and create a new situation of socialist commerce through the discussion on the theoretical and practical issues of commercial culture construction.