营销道德建设动力机制模型研究

Study on the energetic mechanism model of marketing ethics construction

营销道德的实质是妥善解决各相关者的利益。企业的营销道德关系广泛,同时也应当受到各相关方面的制约和监督。分析了营销道德的各利益相关者,理清了各相关者对企业的影响原理,在此基础上建立了各相关者推动企业营销道德建设的动力机制模型,并解释了运作模式。

The essence of marketing ethics is to properly resolve the interests of all stakeholders. Marketing ethics involves many aspeots and should be subject to restriction and supervision of all. This article analyzes all the marketing ethics stakeholders in the society, sorts out the principles of the impact on enterprise made by various stakeholders,sets up an energetic mechanism model of marketing ethics construction which is improved by stakeholders, and explains the mode of operation.