六爻真义及其营销意蕴  

The True Meaning of Six Trigrams and Its Marketing Implication

作　　者：贾利军[1] 徐韵[2] Jia Lijun;Xu Yun

机构地区：[1]华东师范大学工商管理学院 [2]华东师范大学学特学院

出　　处：《中国文化与管理》2022年第2期138-146,261,共10页Chinese Culture and Management

摘　　要：易经是高度抽象后通约规律的具体体现,也就是孔子所谓“易与天地准,故能弥纶万物之道”。用易经指导人类的营销实践,符合道、象、器一以贯之的逻辑。六爻别卦是基于天文大象抽象而出的全息模型,它适用于一切可以抽象为两仪融合而发生发展的事物、现象。这就是《易经·系辞》中所谓“法象莫大乎天地,变通莫大乎四时”的意旨所在。而人类的市场行为,毫无疑问,可以概括为生产和消费这样一对具体两仪的对立统一。通过这种方法,便可以对上述的六爻卦象进行基于人类市场实践的具体赋值,根据八卦生克的规律来探索人类营销的发生、发展规律。ed as the infusion of Yin and Yang,which is the purpose of the so-called“the image of the law as great as nature,and the flexibility as great as four seasons”in The Book of Changes:Series.The human market behavior,no doubt,can be summarized as the unity of opposites between production and consumption,and thus the above six trigrams can be specifically assigned on human market practice,and the laws of eight trigrams can be applied to explore the occurrence and development laws of marketing.

关 键 词：六爻 预测 营销 

分 类 号：G63[文化科学—教育学]