营销的社会责任与社会责任营销构建研究

Research on Social Responsibility of Marketing and Construction of Social Responsibility Marketing

我国企业在开展市场营销活动的过程中,在各个层面、各个环节对客户、渠道、竞争对手、营销人员和环境等利益相关者普遍缺乏社会责任,因而广受诟病。以社会长远利益为核心的社会责任营销的构建就显得迫切而重要。社会责任营销的构建需要把企业社会责任要素科学合理地嵌入到营销观念、营销链、营销战略与策略、营销方式与模式等企业营销活动的各个层面,并需要建立相应的保障机制。

In the process of carrying out marketing activities,enterprises cannot perform social responsi-bility at all levels and in all aspects of the interests of customers, distribution channels, competition, market-ing personnel and the environment, so it was widely criticized. It is urgent and important to construct the so-cial responsibility marketing with the long-term interests of the society as its core. The construction of social responsibility marketing need to corporate the elements of social responsibility into all aspects of marketing concept, marketing chain, marketing strategies, marketing methods and models so as to provide the corre-sponding security mechanism.