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论文编号：	10176
作者编号：	1120120783
上传时间：	2018/6/11 11:08:24
中文题目：	先秦儒家“以义制利”视角下义信利商业模式及其演变研究
英文题目：	The “Yixinli Business Model” and Its Evolution Research in the Confucian Perspective of “the Control of Yi to Benefit” in the Pre-Qin Period
指导老师：	张永强
中文关键字：	以义制利；仁义和礼义；信义；立德和立功；义信利商业模式及其演变
英文关键字：	the control of Yi to benefit;Renyi and Liyi;Xinyi;Lide and Ligong,the “Yixinli Business Model” and its evolution
中文摘要：	从先秦儒家的视角研究义和利之间关系，探讨它们之间是否为一种商业模式及演变特征，这有助于组织“至善价值诉求”、承担相应的“社会责任”及赚取相应的利润，原因如下：（1）消费需求。在诚信缺失、道德滑坡社会病环境中，面对企业的败德行为，消费者渴望言行一致地践行儒家至善美德的企业或企业家的产生，其对后者的需求成为了消费者价值主张，但在信用危机依然严重的市场环境里，能践行儒家至善美德的企业或企业家反而成为了最稀缺的资源；（2）道德本身也是一种生产资源，具有经济价值，能为组织带来利润；（3）在儒家文化情境中，“义为利本”和“义能生利”，“义”不仅仅是一种道德规范，它同时是满足顾客需求的一种稀缺性资源，特别是在道德滑坡的社会情境下；（4）因为历史、文化情境差异等原因，西方管理学理论在移植到不同文化情境时往往“水土不服”。本土化管理理论在一定程度可以克服管理理论和实践脱节的问题；（5）我国历史悠久，历史情境对现在的商业模式现象有深远的影响，已有商业模式研究成果极少考虑我国的历史文化情境因素，如儒学对商业模式构建的影响；（6）我国是伦理本位社会，伦理原则影响着组织的方方面面；（7）现有大部分研究将“利”主要视为“经济效益”，忽视经营主体“立德”的心性修养和心性实践才是“最大的利”。 因此，本文以先秦儒家的“以义制利”观为切入点，并尝试从商业模式的角度，全文采用阴阳分析法，研究我国古代及今天的义利之间关系，探讨它们之间是否为一种商业模式，并分析其演变。 本研究主要采用文献研究法和历史研究法，尝试性地研究明清时期晋商和徽商的经营活动中是否存在与义利相关的商业模式实践活动；出于研究的便利性，借助二手资料，用案例研究法和扎根理论研究非文化产业的德胜、海底捞和胖东来3家企业的经营活动中义利方面的商业模式现象；为提高研究的信度和效度，借助一手资料，仅采用扎根理论研究文化产业“新金融传媒”经营活动中义利方面的商业模式现象。 研究结论表明在道德滑坡的社会情境中，市场需要真正言行一致的具有“道义”品质的企业和企业家。“义”能生利，“道义”本身成为生产性要素和核心竞争力。（1）本文的道义范畴，包括能体现内在心性修养和至善价值诉求的狭义仁义概念，和能体现外在行善原则以“立功”的狭义礼义概念。（2）仁义强调个体的心性修养，需要以诚为本才能实现至善价值诉求，礼义是立足于仁德基础上的以信为用的心性践行和立功。（3）“信”是“义”和“利”的中介变量，“义”借助“信”，产生了“利”。企业或企业家通过“以诚为本”以立德，通过以信为用而获利。（4）义利之间是一种商业模式，“道义”包含的“仁义”和“礼义”两范畴是“价值主张”；“信义”包含的“以诚为本”和“以信为用”两范畴为价值创造与传递，“大利”包含的“立德”和“立功”是价值获取。（5）义信利商业模式的关键逻辑是儒家的道德逻辑和西方的道义逻辑：先秦儒家认为人作为“人”“应该是”是以诚为本，通过立德以达到“至善价值诉求”目标，企业或企业家“应该做”以信为用（如道德营销），既创造私利，也创造公利。（6）仁义和礼义，以诚为本和以信为用，立德和立功，它们需要阴阳平衡，不能偏废。(7)从历史角度来看，现在的企业或企业家的心性修养比明清商帮较弱；从产业角度来看，今天的文化产业的“礼义”规范性更强。 本文立足本土情境进行研究，创新了研究视角，提出了新概念、新论点和新结论，并提出商业模式理论新构成要素“至善价值诉求”，主要结合历史研究法、阴阳分析法、案例研究法和扎根理论，以及儒家道德逻辑和西方道义逻辑研究本土管理思想。本文的理论贡献为：商业模式理论必须重视伦理，不能忽视其核心要素“至善价值诉求”；从商业模式视角研究义利的关系，这是对我国优秀传统商业智慧的继承和发扬；从义利的角度强调商业模式的伦理性和经济性的统一；从先秦儒家的心性论角度，论述生命意义、理想人格对企业或企业家的重要性。本文的实践意义为：强调道德的经济价值和企业家人格完善的重要性；从义利的角度研究商业模式，既传承过去的商业实践智慧，又立足于现实情境，相关结论可以引导国内企业和企业家承担相应的社会责任和进行相应的心性修养，对当下国内一些企业和企业家的败德行为，具有一定的警示作用；对传承我国优秀传统文化和促进我国经济的发展大有裨益。
英文摘要：	This paper studies the relationship between “Yi” and “Li” from the perspective of the Pre-Qin Confucianism, and discusses whether they are one business model and its evolution characteristics, which will help organizations to realize thier goal of “the pursuit of the best value”,bear the corresponding “social responsibility”, and make the corresponding profit.There are a lot of reasons.(1)Consumption demand.In the moral landslide environment of lack of honesty and credibility, consumers, who are in the face of the unethical behavior of entrepreneurs, are eager to find more enterprises or entrepreneurs who have Confucian virtues and are as good as one,s words.The demand for the latter becomes the consumer,s value proposition.But in the market environment where the credit crisis is still serious, the enterprises or entrepreneurs of Confucian virtues who are as good as one,s words have become the most scarce resources.(2)Morality itself is also a production resource,which has economic value and can bring profits to the organizations.(3)In the context of Confucian culture,“Yi” is profit and can produce benefits. “Yi” is not only a moral standard, but also a scarce resource to meet the needs of customers, especially in the social situation of moral crisis.（4）Because of historical and cultural differences,western management theories tend to be “not acclimatized” when transplanted to different cultural contexts.Localization management theory can overcome the problem of disconnection between management theory and practice to a certain extent.(5)Our country has a long history,and the historical situation has a profound influence on the phenomenon of business model.The research results of the business model seldom consider the historical and cultural situation factors in our contry,such as the influence of Confucianism on the construction of business model.（6）China is an ethical standard society,and the ethical principles affect all aspects of the organizations.(7)Most of the existing studies regard “Li” as “economic benefits”, and neglect the “Lide”of the main body of management is the “greatest benefit”. Therefore, this article is based on the concept of “the control of Yi to benefit” in the Pre-Qin period, and tries to study the relationship between the ancient and today,s Yi and benefit from the perspective of business model,and ueses the analytical method of Yin and Yang in the full text,to explore whether they are a business model and analyze its evolution. This study mainly uses the literature research method and the historical research method, tries to study the practical activities of the business model related to the business of Jin merchants and Huizhou merchants in the Ming and Qing Dynasties.For the convenience of the research,the case study method and the Grounded Theory are used to study business model of the 3 case studies of Tecsun (Suzhou),Haidilao Hot Pot and PDL Company which are not cultural industry.In order to improve the reliability and validity of the research,the business model of the “New Financial Media” in the cultural industry was studied with the help of the first-hand information. The conclusion shows that the market needs enterprises and entrepreneurs of “Daoyi” virtue who are as good as one,s words.“Yi” can generate profits，“Daoyi” is itself a productive factor and core competitiveness.(1)The “Daoyi” category of this article includes the concepts of the narrow sense of “Renyi” which can reflect the inner spiritual cultivation and the pursuit of the best value, and the concept of the narrow sense of “Liyi” that embodies the principle of good moral character.（2）“Renyi” emphasizes the individual spiritual cultivation, which needs to be based on sincerity in order to realize the pursuit of the best value.“Liyi” is based on “Renyi” and need to apply its ideals and fight for a career. (3) Sincerity is the intermediary variable between “Yi” and “Li”,“Yi” generates “Li” by means of sincerity. The enterprises or entrepreneurs can cultivate their moral character through sincerity, and make profits by means of credit.（4）The relationship between “Yi” and “Li” is a business model. “Renyi” and “Liyi” in “Daoyi” is a value proposition. “Xinyi”,including “sincerity” and “taking credit as a mean”, is a value creation and transmission. “Dali”, including “Lide” and “Ligong”, is a value acquisition.（5）The key logic of the business model of “Yixinli” is Confucianism,s moral logic and western Moral Logic.The Pre-Qin Confucianists thought one “who was human” should be “genuine”,and to achieve “the appeal of the best value” by “Lide”.The enterprises or entrepreneurs “must” take credit as a means to create both private and public interests.(6)“Renyi” and “Liyi”,“sincerity” and “taking credit as a means”，“Lide” and “Ligong”,they can not be neglected,need a balance of Yin and Yang.(7)From a historical point of view,the present mental cultivation of enterprises or entrepreneurs is weaker than that of the Ming and Qing dynasty merchants.From the point of view of industry, today，s cultural industry has a stronger standard of “Liyi”. This article is based on the local situation, innovates the perspective of the research, puts forward new concepts, new arguments, new conclusions and the new elements (the appeal for the best value) of the theory of business model, mainly combines the historical research method, the Yin and Yang analytical method, the case study method and the Grounded Theory to study local management ideas by Confucian moral logic and the western morality logic. This article has many theoretical contributions. The theory of business model must attach importance to ethics, and can not ignore its core element “the appeal for the best value”. The study of the relationship of Yi and benefit from the perspective of business model is the inheritance and development of the business wisdom in the excellent traditional culture of our country. The ethics and economy of the business model are unified from the angle of Yi and benefit. This paper discusses the importance of life meaning and ideal personality to enterprises or entrepreneurs from the Pre-Qin Confucianism,s theory of mind and nature. The pratical significance of this article is rich. It emphasizes the economic value of morality and the importance of improving the persponality of entrepreneurs. The study of business model from the perspective of “Yi” and “Li” not only inherits the wisdom of the past business pratice, but also bases on the realistic situation. The relevant conclusions can guide the domestic enterprises and entrepreneurs to undertake corresponding social responsibilities and carry out corresponding spiritual cultivation, it has a certain warning effect for some domestic unethical enterprises and entrepreneurs. It is good for inheriting our excellent traditional culture and promoting the development of our economy.
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