旅游企业营销道德评价研究

发布时间：2018-09-03 18:46

【摘要】：随着市场经济的不断发展，公众对企业营销道德问题越来越重视。营销道德指的是企业营销活动过程中应遵守的道德规范和标准。企业营销行为是否符合道德标准就是通过本企业所制定的营销道德来体现。而作为21世纪最具发展潜力的旅游业，旅游业市场竞争非常激烈，越来越多的旅游消费者生活在旅游企业营销的氛围中，旅游企业营销中的不道德现象，也愈来愈成为人们关注的焦点。因此，重视营销过程中的道德问题是旅游企业良好发展的必然趋势。旅游企业营销活动中不道德问题的解决的首要内容和关键就是构建一个旅游企业营销道德评价模型来进行旅游企业营销道德的评价，，通过评价解析并有效地遏制旅游企业营销不道德问题的发生。旅游企业营销道德评价模型需要一系列理论和实证结果来论证，这些理论主要代表是：中国传统营销道德和西方三大营销道德判定理论。以这些代表理论为基础，解析旅游企业营销道德缺失现象，从而得出旅游企业营销道德价值取向要素；在旅游企业营销道德价值取向基础上对影响旅游企业营销道德的企业内部因素进行分析，可得出旅游企业营销道德评价指标体系的一二级指标要素，综上所诉，引入多层次模糊综合评判法，构建出由一个由旅游企业文化、旅游企业产品、旅游产品定价、旅游产品分销与旅游产品促销5个一级指标和包括旅游企业领导者道德素质、旅游企业营销人员的职业道德与素质、旅游企业道德管理策略、旅游企业所建立的营销人员道德行为准则、旅游企业所建立的营销人员道德激励与约束机制、旅游产品的安全性、旅游产品的质量、旅游产品的品牌、旅游产品的定价目标、旅游产品价格的透明度、旅游产品的定价方法、旅游产品的分销信誉、旅游产品的分销手段、广告的真实性、旅游消费者需求的引导、售后服务的质量在内的16个二级指标构成的旅游企业营销道德模糊综合评价模型。最后，结合秦皇岛某旅游企业案例对其进行应用分析，提出加强旅游企业营销道德建设的合理建议，为建立良好的旅游企业营销道德环境提供借鉴。
[Abstract]:With the development of market economy, the public pay more and more attention to the enterprise marketing ethics. Marketing ethics refers to the ethical norms and standards that enterprises should abide by in the process of marketing activities. Whether the enterprise marketing behavior conforms to the moral standard is reflected by the marketing ethics established by the enterprise. As the most potential tourism industry in the 21st century, the competition in tourism market is very fierce. More and more tourism consumers live in the atmosphere of tourism enterprise marketing, which is an immoral phenomenon in tourism enterprise marketing. Also more and more become the focus that people pay close attention to. Therefore, it is an inevitable trend for tourism enterprises to pay attention to the moral problems in the process of marketing. The most important content and key to solve the unethical problems in the marketing activities of tourism enterprises is to construct a model to evaluate the marketing ethics of tourism enterprises. Through evaluation analysis and effective control of tourism enterprises marketing immoral problems. The evaluation model of marketing ethics of tourism enterprises needs a series of theories and empirical results. These theories are mainly represented by Chinese traditional marketing ethics and three western marketing ethics judgment theories. On the basis of these representative theories, this paper analyzes the phenomenon of lack of marketing morality in tourism enterprises, so as to obtain the elements of marketing moral value orientation of tourism enterprises. On the basis of the marketing moral value orientation of tourism enterprises, this paper analyzes the internal factors that affect the marketing ethics of tourism enterprises, and obtains the first and second level index elements of the evaluation index system of marketing ethics of tourism enterprises, which are summarized above. By introducing the multi-level fuzzy comprehensive evaluation method, this paper constructs a series of five primary indexes, including tourism enterprise culture, tourism enterprise product, tourism product pricing, tourism product distribution and tourism product promotion, and includes the moral quality of tourism enterprise leader. The professional ethics and quality of marketing personnel in tourism enterprises, the ethical management strategies of tourism enterprises, the moral code of conduct of marketing personnel established by tourism enterprises, the moral incentive and restraint mechanism of marketing personnel established by tourism enterprises, The safety of tourism products, the quality of tourism products, the brand of tourism products, the pricing objectives of tourism products, the transparency of the price of tourism products, the pricing methods of tourism products, the distribution reputation of tourism products, the distribution means of tourism products, The fuzzy comprehensive evaluation model of marketing ethics of tourism enterprises is composed of 16 secondary indexes including the authenticity of advertisement the guide of tourism consumer demand and the quality of after-sales service. Finally, based on a case study of a tourism enterprise in Qinhuangdao, the author puts forward some reasonable suggestions to strengthen the construction of marketing ethics of tourism enterprises, which can be used as a reference for the establishment of a good marketing moral environment for tourism enterprises.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.6

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