中国传统商业文明渊源于华夏民族的上古天文智慧，发轫于神农氏时期。即《易经·系辞》中所载：“包牺氏没，神农氏作，斫木为耜，揉木为耒，耒耨之利，以教天下，盖取诸‘益’。日中为市，致天下之民，聚天下之货，交易而退，各得其所，盖取诸‘噬嗑’。”
The traditional Chinese business culture originates from Chinese nation’s wisdom of astronomy in the period of Shen Nung. According to The Book of Changes·the Great Treatise，“After Baoxi's death, Shen Nong became a tribal leader... The market was opened at noon, where all goods gathered. After exchanging, people got what they wanted and left. The above practice was called ‘Shi He’”.
噬嗑者，取象于天，求天（生态）、地（社会）、人和谐共生之商业模式也！因其禀天而生，所以是替天行道的智慧。也即老子所云：“天之道，其犹张弓欤！高者抑之，下者举之，有余者损之，不足者与之，天之道损有余而补不足。人道则不然，损不足，奉有余。孰能有余以奉天下？其唯有道者。”
“Shi He” originates from the heaven. It is a business model that strives for the harmony between the Heaven (ecology), the Earth (society) and the people. For it originates from the Heaven, it represents the wisdom of the Heaven. Just as Lao Tzu put it: "The Tao (way) of Heaven, is it not like the bending of a bow? The top comes down and the bottom-end goes up, the extra (length) is shortened, the insufficient (width) is expanded. It is the way of Heaven to take away from those who have too much and give to those who don’t have enough. But it’s not so with man’s way: he takes from those who don’t have enough and gives to those who have too much. Who can have enough to spare and give the extra to the entire world? Only the man of Tao. "
“道之所存，利之所在”。诸子百家中，商家是最入世的修行者。经商之路是最云波诡谲的修行之路。
“Where there is Tao, there are benefits”. Among the Hundred Schools of Thought, those in the School of Shang were most down-to-earth. For the path of doing business is the most unpredictable one.
故而华夏商祖白圭说：“吾治生产，犹伊尹、吕尚之谋，孙吴用兵，商鞅行法是也。是故其智不足与权变，勇不足以决断，仁不能以取予，强不能有所守，虽欲学吾术，终不告之矣。”
So the Chinese ancestor of business, Bai Gui said, "When I do business, I learn from the resourcefulness of Yi Yin and Lv Shang, Sun’s and Wu’s military capability and Shang Yang’s Reform. Some people are not wise enough to be adaptable, not brave enough to make decisions, not benevolent enough to take and give in a right way and not adamant enough to stick to their beliefs. That’s why though they want to learn from me, I won’t teach them my methods.”
《白虎通·商贾篇》：“‘商’之为言章也；商其远近，度其有亡，通四方之物，故谓之‘商’也。贾之为言固也；固其有用之物，以待民来，以求其利者也。”“服牛乘马，引重致远，为天下利”是为华商！“君子爱财，取之以道”是彼商道。
Bai Hu Tong·Merchants put it that, “ ‘商’ (Shang), as a Chinese character, means ‘章’ (measurement), which means to measure the distance and availability, so as to circulate all kinds of goods. ‘贾’ as a word means ‘固’，which means that businessmen store useful materials and wait for people to buy them so as to make profits.” Chinese merchants are those who “tame the oxen and horses, making them bear burdens and contribute to the world.” “A man of noble character gains wealth in the right way” is the principle of Chinese merchants.
庖丁有云：“今臣之刀十九年矣，所解数千牛矣，而刀刃若新发于硎。彼节者有间，而刀刃者无厚；以无厚入有间，恢恢乎其于游刃必有余地矣，是以十九年而刀刃若新发于硎。”
A Chef whose surname was Ding once said, "My knife has been in use for nineteen years and has cup up several thousand oxen, and yet its edge is still sharp as if it were newly whetted. There are crevices in the joints, but the blade of the knife has no thickness. There is certainly plenty of room for the blade of a knife without thickness to enter the joints where there are crevices. This is why the blade of the knife that has been in use for nineteen years is still sharp as if it were newly whetted."
经商之道，何异于解牛？
Isn’t doing business the same as cutting up cattle ?
“为天下利，取之有道” ，则可以“以无厚入有间”，进退自如，游刃有余。
“Gaining wealth in the right way”. Only by doing so can people have room to maneuver and do their job with skill and ease.
《东方营销学》 开课在即，书上文，以待有志于华商之道者。
The course East Marketing is about to commence. We welcome everyone who aspires to learn about Chinese merchants.
通过学习，初步了解中国传统商业文明，对市场的本质、商品的本质以及商人的素养有比较全面的认识，能够对市场的健康发展进行初步的思考、批判与建设。
This course helps learners to gain a rudimentary knowledge of traditional Chinese business culture, a relatively comprehensive understanding of the essences of markets, commodities and merchants’ ethics, and to be able to conduct preliminary thinking, critique and construction of the healthy development of markets.
具备良好的中国文化基础，对中国哲学历史有一定的了解，对文史哲艺术等人文领域有一定兴趣和知识储备。
Learners need to have basic knowledge of Chinese culture, and a general understanding of Chinese philosophical history. Besides, learners should also have some interests in and knowledge of humanities such as literature, history, philosophy and art.
[1]贾利军,张萌,李琦,赵庆杰.五行正义及其营销意蕴[J].管理学报,2020,17(01):105-110.
Jia Lijun, Zhang Meng, Li Qi, Zhao Qingjie.A Study about the Meaning of the Five Elements and Its Marketing Implication[J].Chinese Journal of Management,2020,17(01):105-110.
[2]贾利军,周南,何佳讯.基于太极生化模式的营销进化论思考[J].周易研究,2015(03):73-81.
Jia Lijun, Zhou Nan, He Jiaxun. A Theory Concerning the Evolution of Marketing: On the Basis of Taiji-oriented Cosmogony [J].Studies of Zhouyi,2015(03):73-81.
[3]贾利军,李晏墅.噬嗑:易经营销本质观的阐释与当代反思[J].江苏社会科学,2015(02):18-24.
Jia Lijun, Li Yanshu. Shi He: the Conception of the Essence of Marketing from Yi Jing and Reflections on It[J]. Jiangsu Social Sciences,2015(02):18-24.
[4]贾利军,许鑫.谈“大数据”的本质及其营销意蕴[J].南京社会科学,2013(07):15-21.
Jia Lijun, Xu Xin.Mirror Worlds:The Nature of the Big Data and Its Marketing Inspiration[J].Social Sciences in Nanjing,2013(07):15-21.
[5]贾利军,徐韵.东方科研范式解读:基于易文化的视角[J].南京社会科学,2012(09):130-136.Jia Lijun, Xu Yun.The Interpretation of Oriental Study Model:Based on Culture of Changes[J].Social Sciences in Nanjing,2012(09):130-136.
[6]贾利军,李晏墅.物质生存的镜像——功能营销范式解读[J].南京社会科学,2011(10):45-51+57.
Jia Lijun, Li Yanshu.The Mirror Image of Physical Survival: The Interpretation of Functional Marketing Paradigm[J].Social Sciences in Nanjing,2011(10):45-51+57.
[7]贾利军,李晏墅.从占有式生存到体验式生存——心理营销范式解读[J].经济管理,2011,33(09):114-121.
Jia Lijun, Li Yanshu.From Possession to Experience: A Paradigm of Psychological Marketing[J].Business Management Journal ,2011,33(09):114-121.
[8]贾利军主编,王港、赵薇副主编，市场营销学（第二版）,华东师范大学出版社,2016.7.
Jia Lijun, Wang Gang, Zhao Wei.Marketing (Second Edition)[M], East China Normal University Press,2016.7.
Q :学习这门课程有哪些注意事项？
Q :What are the considerations for taking this course?
A :对东方营销学的兴趣让我们走到一起，希望您：积极参与讨论，充分表达个人观点，不发布非法、违法消息，尊重老师和同学，不发表暴力文字，不复制粘贴他人话语进行评论。课程版权所有，转载请注明出处。请勿将测验答案在互联网公布。严禁恶意灌水刷屏，发表与本课程无关的内容。谢谢！
A :Your interest in the EastMarketing has brought us together, and we hope that you can actively participate in discussions and express your opinions.
Please respect teachers and classmates, do not post improper or abusive words, do not copy and paste the others’ words for comments.
All rights reserved. Reproduction should be attributed to the source.
Please do not post quiz answers on the Internet.
It is strictly forbidden to maliciously flood the screen or publish any content irrelevant to this course.
Thank you!
Q :如何注册爱课程？
A :注册爱课程建议用邮箱进行注册，以便获取课程有关信息。已用邮箱注册后，可不绑定手机号。
Q :How to register for icourse?
A: It is recommended to register for icourse via email, to which certificates will be sent. You can also get the information of the course. If you have already registered with your email address, you can choose not to register your mobile number.
Q :课程讨论环节，应该注意什么？
A :希望同学们认真思考，积极参与讨论，禁止直接复制他人讨论内容或网上原文，一经发现将酌情扣除课堂讨论分数。
Q :What should I pay attention to in discussions?
A :This course hopes students to think seriously and actively participate in discussions. Directly copying the content of others’ discussion or the original online text is strictly forbidden, once found, the scores in class discussion will be deducted as appropriate.
Q :课程有期末考试吗？
A :有的。期末考试，请根据自己所学和心得体会并结合课程内容进行作答，无所谓标准答案，禁止复制粘贴网上内容或者其他抄袭方式。
Q : Is there a final exam for the course?
A: Yes. For the final exam, please answer the questions according to your own learning and experience based on the course content. There is no standard answer. Copying or pasting online contents or other forms of plagiarism are prohibited.
Professor
由高教社联手网易推出，让每一个有提升愿望的用户能够学到中国知名高校的课程，并获得认证。
网上有害信息举报（涉未成年人）：网站 https://www.12377.cn 邮箱（涉未成年人） youdao_jubao@rd.netease.com
粤B2-20090191-26
| 京ICP备12020869号-2 |
京公网安备44010602000207
©2014-2025
浙公网安备 33010802012594号
