著名经济学家哈耶克指出,“市场经济,就其本质而言,是一种人与人之间合作秩序的不断扩展”,而这种合作秩序的不断完善必须以一定的社会人格为前提,即与市场经济相适应的道德秩序,其核心就是“诚信”。只有以“诚信”为本,才能保障交易安全、有序。但从我国市场经济的发展来看,市场主体间由于缺乏诚信造成的失信失范行为可谓比比皆是,如假冒伪劣、虚假广告、金融 The famous economist Hayek pointed out: “The market economy, by its very nature, is a continuous expansion of the cooperative order between people,” and the continuous improvement of this cooperative order must be premised on a certain social personality , That is, with the market economy to adapt to the moral order, the core is “good faith.” Only with “good faith” as the basis can we ensure that transactions are safe and orderly. However, judging from the development of the market economy in our country, numerous examples of misconduct and misconduct caused by the lack of good faith among market players can be found everywhere, such as fake and shoddy, fake advertisements and financial