不道德营销行为的产生原因及治理途径

The Reason of Immoral Marketing Behaviors and its Governing Ways

不道德营销行为的存在已经成为处于转轨过程中我国经济发展的严重障碍 ,对企业、消费者、整个社会的发展都造成了极为不利的影响 ,引起社会各界的广泛关注和强烈呼吁。企业营销中的不道德行为在产品领域、价格领域、促销领域、分销领域等方面都有所表现。其产生和存在有社会文化、市场体系不完善、信息传递扭曲、市场管理的法制不健全、消费者的自我保护意识偏低等方面的原因。因此 ,应采取道德与市场、法律方式相配合的治理途径。

The existence of immoral marketing behaviors has become the serious impediment to the economic development in the process of transformation. It makes an bitterly bad impression on the development of enterprises, consumers, and the whole society, arousing the wide attention and the intensive appeal of the whole society. Immoral behaviors in the marketing and operating of the enterpises are presented in the aspects of products price, promoting and separating the selling. Its emergence and existence result from the social culture, the Imperfect marketing system, the twisting information transmission, the unsound law of market management, the poor sense of the consumer's self-protection. Hence, we should adopt the governing ways to coordinate the ethics and the markets and laws.