Research On The Construction Of Zhejiang Merchants’ Ethics In The New Period

The small and medium-sized entrepreneurs ofZhejiang——“Zhejiang merchants” formed in the spring tide of reform and openingup, they are important subjects to create the economic and social development miracleof Zhejiang, and they are also the great achievements of Zhejiang in the process ofreform and opening up. Zhejiang merchants overcome various difficulties, and blaze away in the economic and social development in the difficult situations of lacking ofmany material conditions. And it has the close relation to the ethical culture ofZhejiang merchants.The special natural geographical environment, the historicaldevelopment path, the long-term survival way of people, the influence of traditionalChinese culture and the cultural exchange between areas breed, accumulate anddevelop a relatively excellent regional culture in Zhejiang province.Since the thirdplenary conference of eleventh session, the practice of reform and opening up hascombined with the regional culture, and it produced the good ethical spirit of Zhejiangmerchants. But on one hand, the cultures of Zhejiang, the ethics of Zhejiangmerchants are not completely according with the development of modern marketeconomy (or we can’t say they are perfect).On the other hand, with the developmentof the reform and opening up, the congenital advantages of Zhejiang merchants aregradually losing. Especially, since the western financial crisis in2008, with thedifficult situations of the world economy and our enterprises facing, the survivalenvironment of Zhejiang merchants has changed. Therefore, to recast the brilliants, tocreate the performances, and to create the legions for the developments of Zhejiangfrom "Liangchuang" to" Liangfu", Zhejiang merchants have to rethink and constructwell. And one of the important contents is absolutely basing on the original, to carryforward the advantages, to overcome the shortcomings, and to construct a new roundof Zhejiang merchants’ ethics. This article is based on the above ideas and from the point of view of ethics,frist,it analyses the formation, the main contents, the advantages, and the shortage ofthe Zhejiang merchants’ ethics;And then basing on the current situations, such as theworld economic environments after American financial crisis in2008, the timerequests of solving their own development problems, and the real responsibilities ofZhejiang merchants in the new period of Zhejiang development, it discusses thenecessity of constructing the Zhejiang merchants’ ethics.Then, it puts forward thatconducting the Zhejiang merchants’ ethics should be innovative, set up the broadideals, establish the universalism trust and establish the consciousness of legal systemand the system ethics in the new period.Finally, it expounds the ways of constructingthe Zhejiang merchants’ ethics. Firstly, construct the excellent enterprise culture.Secondly, pay attention to the entrepreneurship educational training in various ways.Thirdly, pay attention to the reform of the management system, management mode ofthe property rights. Fourthly, increase the entrepreneurial consciousness of learningand the transformation. Fifthly, perfect the market mechanism, speed up theconstruction of political democracy and legal system society, and build a good ethicalenvironment of Zhejiang merchants.