中小企业营销道德认知与实践

发布时间：2018-01-08 18:16

本文关键词：中小企业营销道德认知与实践　出处：《中国流通经济》2015年01期 　论文类型：期刊论文

【摘要】：对甘肃省河西地区232家中小企业进行实地调研,并进一步利用所收集到的相关数据进行归纳分析发现,河西地区中小企业经营者对企业营销道德的认知仍然处于相对较低的水平,而市场竞争的巨大压力又迫使企业在实践中履行营销道德,导致其实践相对走在了认知的前面;河西地区中小企业经营者对营销道德内涵的认知与西方企业营销道德的内涵维度相比,存在六个相似的维度,同时也存在不同之处;77%的被调研企业表示,企业营销道德与其营销绩效之间存在正相关关系。基于此,为更好地提高企业营销道德认知水平与践行力度,理论界应加大企业营销道德理论研究力度;通过正面引导和社会监督来增强企业践行营销道德的意识;建立道德营销的制度体系,加强道德文化建设。
[Abstract]:Based on the field investigation of 232 small and medium-sized enterprises in Hexi area of Gansu Province, and further using the relevant data collected to sum up and analyze the findings. In Hexi area, the cognition of enterprise marketing morality is still relatively low, and the huge pressure of market competition forces the enterprise to fulfill the marketing morality in practice. As a result, its practice is relatively ahead of cognition; Compared with the connotation dimension of western enterprise marketing morality, there are six similar dimensions, and there are also differences in the cognition of marketing moral connotation of small and medium-sized enterprises in Hexi area. 77% of the enterprises surveyed said that there is a positive correlation between marketing ethics and their marketing performance. Based on this, in order to better improve the level of corporate marketing ethics awareness and practice. The theoretical circle should strengthen the research on the theory of enterprise marketing ethics; Through positive guidance and social supervision to enhance the awareness of enterprises to practice marketing ethics; Establish the system system of moral marketing and strengthen the construction of moral culture.
【作者单位】：河西学院经济管理学院;西北大学经济管理学院;
【基金】：国家社会科学基金项目“西部企业营销道德与营销绩效关系的实证研究”(项目编号:11XGL014) 甘肃省教育厅科研项目“企业营销道德与营销绩效关系的实证研究”(项目编号:1109B-05)的部分研究成果
【分类号】：F274;F276.3
【正文快照】： 一、引言转型期的中国市场具有大、变、异、乱、躁五大特征,[1]这五大特征形象地反映了中国市场在快速发展的同时所体现出的不成熟性,这种不成熟的市场致使营销领域滋生了一系列新的问题,即企业因追求短期利益而导致的违背道德的营销事件在市场中频频发生,如2013年央视曝光的

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