试论传统晋商的夏布经营——以晋商常家为例

On Shabu Management of Traditional Shanxi Merchants——Take Shanxi merchants as an example

本文以清代传统晋商的夏布经营为例,通过晋商常家和晋商吕家的商业经营以及在朝鲜的经商经历,详细分析了晋商夏布经营中的一个独特案例。常家因人参生意被迫退出在朝贸易,常家的夏布却凭借良好的品牌信誉与口碑继续在朝畅销。这一案例的出现与晋商常家重视夏布产地的选择与保护,重视构建品牌的区隔优势关系密切。传统晋商的夏布经营为现代商业带来的启示是:利用品牌效应,在现代商业的激烈竞争中确立起别人无法取代的区隔优势,可以提升企业的生存能力,同时能够为企业创造出更多的商业价值。

This paper takes the traditional Shabu business of Shanxi merchants in Qing Dynasty as an example, and through the business operations of Shanxi merchants Changjia and Shanxi merchants Lvjia as well as their business experiences in Korea, analyses in detail a unique case of Shabu business of Shanxi merchants. Changjia was forced to withdraw from the DPRK trade because of its ginseng business, while Changjia Shabu continued to sell well in DPRK with its good brand reputation and reputation. The emergence of this case is closely related to Shanxi businessmen'attention to the choice and protection of Xia Bu's origin and the construction of brand's advantages. The enlightenment of traditional Shanxi merchants'Xia Bu management for modern commerce is that using brand effect to establish the irreplaceable advantages in the fierce competition of modern commerce can improve the survival ability of enterprises and create more commercial value for enterprises.