徽州商贸民俗初探

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

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。

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 view of recognition,and management and advertisement.