Abstract: Currently, how to make full use of the traditional culture to carry out management practices in the context of specific management situations has become the focus of the researches of management scholars. By applying the case study method and on the theoretical basis of Confucian gentlemanship, this paper takes Tecsun Company Ltd. as a case to explore how Tecsun Company Ltd. can comprehensively and systematically establish the gentleman cultural management practice from the five aspects of “the benevolent administration, the relation between righteousness and profit, integrity, intelligence and ritual system” on the basis of “virtue”. Meanwhile, based on further studies and analysis of the Tecsun case, it tries to explore the general pattern of Chinese management thinking in practical application, which can have the value of theoretical reference for the improvement of the application system of Chinese management and enhancing the practicalness and operability of Chinese management.

Key words: Tecsun; gentleman culture; Chinese management; case study