Zhejiang Ethical Thought,

Zhejiang merchants had existed for a very long time in Chinese business circles from Qing dynasty to the modern time. During its long development process, Zhejiang merchants inherited and absorbed rich commercial experience and excellent traditional moral thought. With the opening and reforming policy, Zhejiang merchants have been the biggest and richest merchants in China. It is the moral principles and behavior criterious that regulate the interests between Zhejiang merchants and others, distinguish between right and wrong, guide and restrict their behaviors in their commercial activities. Its primary principles include hardships and diligence, honesty and credit, well-gotten gains, patriotism and beneficence and soon. Today, it is common for enterprises to be not honest in their commercial activities. As a result, more and more people begin to realize the crisis of credit resulted from the immoral actions of many enterprises. So we should inherit the traditional moral thought so as to develop new economical ethics. The article will discuss the ethical culture of Zhejiang merchants from the forming conditions, leading norms and modern significance.