摘要
随着市场竞争的加剧,企业在不断加大营销力度的同时却忽视了营销道德建设,营销道德失范问题日益突出,一些企业甚至出现了严重违反营销道德的行为。营销道德的失范不仅损害了消费者和社会的利益,也影响了企业的可持续发展。现阶段我国企业营销道德的失范主要表现在产品策略、价格策略、分销策略和促销策略等方面。企业外部环境因素和企业自身因素是导致我国企业营销道德失范的主要原因。企业营销道德体系的构建是一项系统工程,需要从企业外部和企业自身综合治理企业营销道德失范问题。
With the aggravation of the market competition, enterprise in increasing marketing efforts while ignoring the construction of marketing ethics, marketing ethics anomie problems have become increasingly prominent, some Chinese enterprise are even serious violation of marketing ethics behavior. The anomie of marketing ethics not only hurt consumers and the interests of society, but also influences the sustainable development of enterprises. At this stage of Chinese enterprise marketing ethics anomie mainly in terms of product strategy, price strategy, distribution strategy and promotion strategy. Enterprise external environmental factors and the enterprise itself factors are the main reasons of Chinese enterprise marketing ethics anomie. The construction of enterprise marketing ethics is a system engineering, need from the external and the enterprise itself to comprehensive govern enterprise marketing ethics anomie.
出处
《改革与战略》
北大核心
2016年第2期130-134,共5页
Reformation & Strategy
关键词
营销道德
失范
原因
治理
marketing ethics
anomie
reason
govern
