关于灰色营销道德评价的一个初步调查

An Investigation on Ethical Evaluation of Gray Marketing

本文在调查的基础上分析了人们对灰色营销的道德评价问题。调查结果显示,人们对于推销中不同的灰色营销手段有不同的道德评价,且对某些有道德问题的营销行为并不反感;在道德评价上,人们对于推销人员的灰色营销行为的反感程度明显低于采购人员的灰色营销行为。文章认为,市场营销在中国的这种道德环境反映了中国传统文化对人们意识的深远影响,企业在制定市场营销道德规范时,要充分考虑这种实际环境,不提出过高的道德要求,要具体界定道德与不道德的行为,在理念上明辨是非,以提高员工的道德素质;从社会角度看,整治灰色营销行为,建立公平竞争环境,关键在于建立科学的采购制度,限制采购代理人的灰色营销行为。

This paper reports the results of an exploratory study on the ethical evaluation of gray marketing.It finds out that first people have different ethical perceptions on different methods of gray marketing, and they perceive some ethically problematic marketing behaviors quite positively, and second people tends to be more tolerable to gray marketing practiced by salesman than to that practiced by buying agents.The situation mentioned above reflects the fundamental influence of Chinese traditional culture to people's consciousness. In working out the moral codes directing marketing,enterprises should give full consideration to the situation.