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在一般意义上，"诚"即诚实诚恳，主要指主体真诚的内在道德品质；"信"即信用信任，主要指主体"内诚"的外化。"诚"更多地指"内诚于心"，"信"则侧重于"外信于人"。"诚"与"信"一组合，就形成了一个内外兼备，具有丰富内涵的词汇，其基本含义是指诚实无欺，讲求信用。作者认为，千百年来，诚信被中华民族视为自身的行为规范和道德修养，形成了其独具特色并具有丰富内涵的诚信观。这样的诚信观在当今的市场经济和构建社会主义核心价值体系中具有极其重要的道德作用。
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