徽州商贸民俗初探

商贸民俗指商人世代传承、相沿成习的语言、行为和心理上的习惯，是商人在长期社会生活中共同创造的、同时被当作某种规范加以保持的习惯。徽商在几百年历史长河的传承中形成了颇具特色的商贸习俗，今天徽商研究已取得瞩目成就，然而其贸易民俗的研究却鲜有所见，本文试图从徽商的认知、管理、广告等三方面对徽州商人的重商习俗、义利并重、以贾服儒习俗、血缘亲族习俗、以族谊结商帮习俗等作初步探索。

A Preliminary Probe into Folk Custom of Commerce and Trade in Huizhou

Folk custom of commerce and trade refers to the language,behavior and psychological habit the businessmen inherit from generation to generation.It is created in social life and kept as a standard.The businessmen in Huizhou have developed unique folk custom of commerce and trade,on which little research is conducted.The paper makes a preliminary probe into mercantile custom,equal stress on justice and benefit,kinship of blood relationship,establishing commercial group by kinship friendship from the point of ...