摘要
营销道德是调整企业与所有利益相关者之间关系的行为规范的总和。其实质是解决企业如何承担好社会责任,妥善解决企业利益同顾客利益以及社会利益的关系,强调营利与道德的双重标准,杜绝损害社会和公众利益的营销行为,引导社会道德风尚,推动整个社会的文明进步。我国营销道德的现状不容忽视,需要树立社会营销观念,开展营销道德教育,加强行业自律,形成民间压力集团,加强社会舆论的监督,加强法制建设。
Sales morality is the summation of regularities adjusting the relationships between the enterprises and their interest-related parties. Its essence is to solve the problem of how an enterprise should undertake its social responsibility, properly harmonize the relationships between the interests of the enterprises, of the customers and of the society. It stresses the double standard of profit and morality, prevents any sales actions harmful to the society and public interests, and directs social moral custom so as to accelerate the progress of the whole society. The writer of this paper points out that the status quo of sales morality is not satisfying. Therefore, he suggest that we should establish social sales conception, carry out the education of sales morality, reinforce the self-discipline of trade and the supervision of public voice, and strengthen legal construction.
出处
《涪陵师范学院学报》
2005年第3期101-103,共3页
JOurnal of Fuling Teachers College
关键词
营销道德
内涵
现状
分析
对策
sales morality
connotation
status quo
analysis
countermeasures
