道德营销的动力机制研究

A Research on Impetus Mechanism of Moral Marketing

道德营销是一家企业长期成功的必要条件,也是我们构建和谐社会的应有之义。追逐利润是企业的根本特征,能否将企业的利益驱动与道德营销统一起来,甚至将逐利作为道德营销的动力,孔子的故事给我们启示,只要环境适当,企业的利益驱动与道德营销完全可以融合。作者认为,企业品牌和个人信用制度就是两者的对接点。

Moral marketing is the necessary conditions for the success of enterprises and it is an important part of building harmonious society. Pursuing profit is enterprises' nature. We should combine it with moral marketing or even regard it as driving force of moral marketing. In the author's opinion, enterprise' brand and individual credit are the foundation to realize it.