Vol.5 No.4 (November 2015)
The Interpersonal Relationship Marketing of Confucian Businessman
解冬冬 ：济南大学，管理学院，山东 济南
The word of Confucian businessman first appeared in twentieth century because of the Nanyang Chinese. But Tao Zhugong, Zi Gong etc. are all the representative of the ancient Confucian busi-nessman who arose before twentieth century. Confucian businessman is defined as Chinese people who are influenced by Confucian culture, as a successful businessman with high moral quality and cultural accomplishment. The Confucian businessmen harvest success and also win the people’s respect. The reason for its success is the interpersonal relationship marketing. The meaning of Confucian marketing has been far beyond the economic category and is more worthy of inquiry.
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