摘要
受传统文化的影响,在我国人们对关系营销的理解有所偏差,再加之企业对与客户关系认识的不完善,在实际的商业活动中,便滋生了许多不道德行为,这些道德问题的出现对关系营销的持续性开展产生了严重的阻碍,也破坏了社会的和谐发展。规避关系营销中的营销道德问题,应树立正确的营销观念,完善营销道德制度,加强以营销道德为主导的企业文化建设,提高管理者和员工的道德素质,从根本上杜绝营销过程中出现的道德问题。
Influence by traditional culture,Chinese people have a bias on understanding of relationship marketing,in addition,due to imperfect recognition on the relationship between enterprise and its client,many immoral behaviors appeared in practical business activ-ity.These immoral behaviors seriously hinder persistent development of relationship marketing and also destroy harmonious development of the society.In order to root out the moral problems in marketing process,we should build correct marketing concept,improve market-ing morality system,increase corporate culture dominated by marketing morality,and enhance moral quality of the managers and staffs.
出处
《商业经济》
2010年第19期90-91,共2页
Business & Economy
基金
湖南省教育厅科学研究项目(08C693)
关键词
关系营销
道德风险
显要义务理论
relationship marketing
moral risk
the prima facie duty framework