儒家“五常”思想在营销道德教育教学中的渗透——以五年制高职市场营销专业为例

The Penetration of "Five Constant Thoughts" of Confucianism into the Marketing Ethics Education and Teaching——A Case Study of Five-year Vocational Education of Marketing Major

随着社会的发展,消费者的更多关注已经从产品、价格转移到企业社会责任、营销道德等方面,企业也对营销人员的道德水平提出了更高的要求。在市场营销教学中,教师不仅要传授专业知识,更要传播正确的营销道德观念,这也是市场营销专业教学的责任。儒家"五常"思想是以孔、孟为代表的儒家学派提出的维系社会关系的行为规范和道德准则,经过两千多年的历史积淀,对现代市场营销道德教育具有现实意义。

As consumer attention shifts from products and prices to social responsibilities and business ethics,businesses also have a higher requirement on salespeople＇s morals. Therefore,beside imparting career knowledge,delivering upright business ethics is also indispensable in marketing education. The five constant virtues are a set of social norms and moral principles in Confucianism,aiming at maintaining good social relationship. It has a realistic meaning on contemporary marketing education.