传统品牌诚信财富观的现代启示——以“瑞蚨祥”为例  

The Enlightenment of the Concept of Integrity and Wealth of Traditional Brands on Modern Develepment

作　　者：周晓艳 Zhou Xiao-yan(Shandong Technology and Business University,Yantai 264005,China)

机构地区：[1]山东工商学院人文与传播学院,山东烟台264005

出　　处：《山东工商学院学报》2020年第3期10-15,22,共7页Journal of Shandong Technology and Business University

基　　金：山东工商学院2019年财富管理特色建设项目“我国传统品牌诚信财富管理的现代创新与转型”(2019ZBKY080)。

摘　　要：瑞蚨祥开创了连锁经营模式之先河,实行股权激励、两权分离,创新了股份制经营体制,对店员"道之以德,齐之以礼",倡"自尊、自励",树文明店风,待顾客"货真价实、童叟无欺",秉"先义后利""利缘义取,财自道生"的经营理念,持"自强不息,开拓创新"的奋斗精神,遵"顺时应变,正合奇胜"的商贾谋略,创造了巨大的财富,树立了良好的品牌形象,从而使品牌的发展更加久远。Rui Fuxiang pioneered the chain business model,implemented equity incentive and separation of two rights,and innovated the joint-stock management system.It advocated“morality,etiquette,self-esteem and excitation”to the clerk,builded civilized stores,selled genuine goods at a fair price to the customer,and has been honest both to the children and old man.Rui Fuxiang insisted the operation principle of“first the righteous,later the benefit”,holded the striving spirit of“constantly strive to become stronger and continue to develop innovation”,complied with business strategy of“conform to the situation and reply to the transformation”.It created enormous wealth,established a good brand image,thus makes the brand to last and develop.

关 键 词：诚信 财富 信誉 品牌文化 

分 类 号：F270[经济管理—企业管理]