道德营销在物流企业核心竞争力构建中的作用分析

Analysis on the Role of Ethical Marketing in the Construction of the Logistics Enterprises' Core Competence

文章从物流企业核心竞争力发展历程入手,叙述了道德营销与物流企业核心竞争力的内涵,同时分析了物流企业在构建核心竞争力过程中道德营销的作用。道德营销为物流企业核心竞争力的构建提供了基础性、战略性、规范性、可执行性和基础设施以及资源保障。

The article starts with the development course of the logistics enterprises＇ core competence. It describes what the ethical marketing is and what the logistics enterprises＇ core competence is. At the same time, it analyzes the ethical marketing＇s role when the core competence of logistics enterprises is constructed. Ethical marketing provides the guarantee for the construction of the logistics enterprises＇ core competence, which includes the basic, strategic, normative, basic facilities and resources guarantee,etc.