道德资本在市场营销中的价值与具体运用

The Value of Moral Capital in Marketing and Its Specific Application

近年来,在中国市场经济建设进程中,与营销相关的一些道德层面的问题日显突出。通过道德资本投入来加强营销道德建设,是改善营销环境与规范市场秩序的重要途径。营销道德资本投资应当用于改善企业的内部环境与外部环境,并重点在于解决这些领域的道德缺失问题。

In recent years,in the process of building China＇s market economy,some of the moral issues related to marketing have become more prominent.Strengthening marketing ethics through moral capital investment is an important method to improve the marketing environment and regulate market order.Capital investment into marketing ethics should be used to improve the internal and external environment of businesses and focus on settling the moral failures in these areas.