企业营销道德缺失的环境分析及对策

Environmental Analysis and Countermeasures of Enterprise's Default in Marketing Ethic

营销道德是指为调整企业与所有利益相关者之间关系的行为规范的总和,其实质是要解决好企业如何承担社会责任,协调好企业利益与公众利益的关系,杜绝损害社会和公众利益的营销行为。重视企业伦理,分析营销道德缺失的主要表现和环境因素,避免不道德经营带来的损失,是企业营销道德建设的重要内容。

Marketing ethic refers to a set of norms designed to regulate the relationship between a corporate and its benefit-related parties. The essence of marketing ethic is to resolve such issues as how enterprises assume their social responsibilities, coordinate the relation between corporate benefit and public benefit, preventing the marketing activities that may lead to undermining the public or civil benefit. Therefore, emphasizing corporate ethic, analyzing the main symptoms and its fostering environment, avoiding the loss induced by ethic default, comprise the main contents of a enterprise＇ s marketing ethic reconstructions.