【作者】 张宁；

【导师】 许晋；

【作者基本信息】 内蒙古大学 ， 中国语言文学， 2021， 硕士

【摘要】 谚语作为宝贵的语言财富,以人民群众喜闻乐见的形式不断传播并流传下来。商业文化由来已久,中国古代社会虽长期处于重农抑商的时代,但商业并非停滞不前,围绕商业行为形成了丰富的商业文化。谚语记录商业文化,通过谚语可以透视其中所记录的商业文化内容。谚语中的商品文化集中体现在商品的使用价值及文化价值。谚语中对于商业环境文化的记录,体现在商业物质环境文化对于商业交易的影响,以及商业政治文化影响下商业发展环境的历史状况。谚语反映商业活动过程中需要一定的营销观念、营销方式参与其中,以期获得较大市场份额。谚语中的商业伦理文化反映出义利并举的道德准则是商业伦理文化的核心;规矩有法的用人原则是选人用人,调节员工关系的规范体系;克勤克俭的工作态度是商家对于自身行为的约束与要求。研究谚语中的商业文化,对于了解商业文化历史、总结经商营商经验、传播商业文化具有重要意义。更多还原

【Abstract】 As a precious language wealth,proverbs are constantly spread and handed down in the form of people’s affection.Commercial culture has a long history.Although ancient Chinese society had been in an era of emphasizing agriculture and inhibiting commerce for a long time,commerce did not stagnate,and a rich commercial culture was formed around commercial behavior.Proverbs record commercial culture,through which we can see the commercial culture content recorded.The commodity culture in proverbs is embodied in the use value and cultural value of the commodity.The record of commercial environment culture in proverbs is reflected in the influence of commercial material environment culture on commercial transactions,as well as the historical situation of commercial development environment under the influence of commercial political culture.Proverbs reflect the need for certain marketing concepts and marketing methods in the process of commercial activities,in order to obtain a larger market share.The commercial ethics culture in proverbs reflects that the moral code of balancing justice and interests is the core of the commercial ethics culture.The principle of employment with rules and laws is a normative system for selecting and employing persons and regulating employee relations.Diligence and frugality are the constraints and requirements of businesses for their own behavior.The study of commercial culture in proverbs is of great significance for understanding the history of commercial culture,summarizing business experience and spreading commercial culture.更多还原