用“仁义礼智信”构建现代企业营销理念

Establishing Modern Marketing Concept by "Benevolence,Righteousness,Courtesy,Intelligence,Credit"

文章从营销理念的发展与儒家思想精髓的共通性入手,提出市场竞争中企业必须加强营销理念及道德观念建设,并以儒家思想精髓"仁义礼智信"为准则来构建市场营销理念、原则及规范,以期对现代企业营销理念的发展起到一定的积极作用。

To deal with the lack of marketing ethics, the paper starts with the analysis of the similarities between development of marketing concept and essence of Confucianism, then puts forward the suggestion that company should strengthen the construction of the marketing concept and moral consciousness, and establish marketing concept, criteria and strategies according to the essence of Confucianism, in order to gain more permanent vitality.