儒家价值观对农村市场“买卖关系”影响的模型研究

This study examines Confucian moral philosophy, primarily the Analects, to explore how sellers and customers in rural China market form business relationship under Confucian influence and how Confucianism can be served as "wisdom" for the modern marketing. The six important Confucian virtues, benevolence (ren), righteousness (yi), propriety (li), loyalty (zhong), filial piety (xiao) and faithfulness or trust (xin), together with practicing the doctrine of mean (zhong yong) and golden rule of reciprocity are employed to discuss the seller-buyer and buyer-seller relationship. Based on different benefits seeked by buyers and sellers, the core Confucius influences on them in forming transaction relations are dramatically different. Belifely speaking, buyers agree more on "benevelence (ren)" as the core value of confucinism, while sellers believe more on "trust" as the basic value of confucius traditions. This difference leads to the different logic of trasaction relations for buyers and sellers..Our model proposes that rural buyers and sellers will achieve the optimal relationship if the seller-buyer is harmonious with buyer-seller relationship. In other words, the relationship between sellers and buyers is optimal if the rural consumers received the fairness or goodwill (ren 2) offered by sellers and the seller's benevolence (ren 1) perceived by buyers are matched; consumers then will follow "proprity (li)" and "rightous (yi)" and become "loyal (zhong)" and "filial piety (xiao)" customers. In consequence, the consumers will generate trust (xin 1) towards buyers' credibility or reputation (xin 2)..Finally, our research also compares the Confucianism influence on urban consumers and rural consumers in different regions in China. Our study is theoretically relevant and managerially useful. We illustrated how businesses can learn and extend from the profound Chinese traditional culture, especially Ru school of thoughts, to increase the understanding of consumer and business relationship in a cultural setting.

本研究探讨儒家价值观对农村终端市场"买卖"双方关系的影响,以及儒家价值观将如何应用于现代市场营销。六个重要的儒家价值观是"仁、义、礼、忠、孝、信"，这六个儒家价值观和"中庸"思想一起影响着"买卖"双方建立商业关系。由于买卖双方利益角度差异，指导交易的核心儒家价值观不完全相同，一般来说，消费者更多认为"仁"是儒家文化核心价值观，而零售商方则认为"信"是交易中传统的价值观，各儒家价值观影响"买卖关系"的逻辑也会有差异，我们将在分析这些原因的基础上建立影响的模型，当农村消费者感受到零售商在交易中展示出来的"仁"（善意，仁2）和消费者认为零售商应该具备的"仁"（仁1）相一致时，会遵循"礼义"的交易秩序，最终成为"忠孝"的顾客，对于零售商展现出来的"信"（信誉、信2）产生信任感（信1），最后实现"关系和谐"。最后，我们的研究也比较了不同民族地区和城市化程度地区的关系模型。

儒家价值观是孔子极其传人所建立的中国的社会文化价值观体系，在封建社会时期受到统治者的极力推崇，成为中国社会的主流价值观，多年来对中国人的观念和行为产生了深刻的影响。本课题主要是基于儒家思想对中国社会成员思维和行为的影响而展开，并且由于儒家思想的宗旨是塑造和谐社会，结合市场营销，由此展开延伸，如果买卖双方关系是和谐的，那么很可能会促进交易的达成及顾客关系的维护，本课题的目的是从传统文化价值观角度为企业提供营销建议。本课题的主要研究成果包括：儒家价值观量表的开发、基于儒家价值观的顾客关系模型构建以及儒家价值观在消费者行为中的应用研究。