“粤商”作为一个区域性商业企业群体,在近三十年中表现出的企业个性和行为特征以及其所产生的影响,一向深受学术界关注,也是十分值得探讨的问题。现代“粤商”既有重实效、求稳健等适应现代市场的优良品性,但却又有轻品牌、少合作、缺战略等约束企业成长的不利个性弱势。本文从“粤商”个性研究出发,以对外市场扩张的态度和操作方法为基本视角,重点研究“粤商”现象的深层文化背景和根源,进而为现代“粤商”的转型和扩张提出一些参考建议。本文还试图为推进“粤商”这一新课题的研究起到抛砖引玉的功效①。 As a regional commercial enterprise group, “Cantonese Merchants” has always been paid attention to by academic circles and is also worth exploring because of the personality and behavioral characteristics of enterprises and its impact during the past three decades. Modern “Yue Shang” not only takes effective measures and strives for soundness, but also adapts itself to the good character of the modern market. However, it has disadvantages such as light brand, less cooperation and lack of strategy to constrain the growth of enterprises. Based on the study of individual personality in “Guangdong Merchants”, this article focuses on the deep cultural background and causes of the “Cantonese Merchants” phenomenon based on the attitude and method of operation of the expansion of foreign markets, and then puts forward some suggestions for the transformation and expansion of the “Cantonese Merchants” in the modern era Reference suggestions. This article also attempts to promote the study of “Cantonese” a new topic play a valuable role ①.