摘要
本文认为,20世纪美国消费者运动风起云涌,推动了政府的立法活动和营销学研究,其研究主要集中于消费者运动的经验研究,营销实践的购买者观点,营销观念的实践,营销道德研究,营销和广告对消费者的影响等方面,并逐渐出现了两个重要趋势,即研究更加现实和开始思考在组织结构中采用道德训练、管理事例和鼓励措施,以激励道德行为。文章提出,我国基于消费者运动的社会营销学研究重点,一是弱势群体方面的研究;二是审视营销观念的实践;三是中国特色营销道德的研究;四是消费者保护的经验研究;五是消费者满意、不满意方面的研究;六是营销和广告的社会影响研究。
The author points out that the 20 century＇s consumer movement in USA has pushed research on legislation and marketing forward. And these researches focused on the experiences, the consumer＇s viewpoints, marketing moral and the impact of marketing and advertisement on consumers. They are becoming more realistic and thinking about how to take advantage of moral discipline, cases of management and the incentive measures. The author puts forwards that researches on societal marketing based on consumer movement in China will focus on,first, researches on disadvantaged groups~ second, the practice of marketing viewpoints： third,marketing moral with Chinese characteristics： fourth, consumer protection： fifth, consumer satisfaction and dissatisfaction; and sixth, the social impact of marketing and advertisement.
出处
《中国流通经济》
CSSCI
北大核心
2006年第4期52-55,共4页
China Business and Market
关键词
消费者运动
社会营销学
美国
启示
consumer movement
societal marketing
USA
implication
