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Abstract Zhe and Jin merchants are two bigger commercial gangs,they have inherited the good traditional cultures,Promote the social and economic progress.However Zhe and Jin merchant have different cultural beliefs，children's education and family disciplines,these different combine and analysis
with cultural psychology's idolatry psychological,ethnic culture psychological individualism and collectivism views .Discribe the Zhe and Jin merchant's culture contemporary values to modern social and economic development.
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Received: 21 March 2011
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Corresponding Authors:
Yang LI
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2011, Vol. 1 
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