營(yíng)銷道德失范的成因分析畢業(yè)論文

1、營(yíng)銷道德失范的成因分析營(yíng)銷道德失范的成因分析摘要摘要隨著一些知名企業(yè)被社會(huì)媒體爆出產(chǎn)品質(zhì)量問題或丑聞和消費(fèi)者自我維權(quán)意識(shí)的提高，人們?cè)絹碓疥P(guān)注企業(yè)的營(yíng)銷道德問題。企業(yè)自身也意識(shí)到要想長(zhǎng)久發(fā)展，必須轉(zhuǎn)變營(yíng)銷觀念，認(rèn)真對(duì)待企業(yè)營(yíng)銷道德失范問題及行為。解決企業(yè)營(yíng)銷道德失范問題，不僅需要政府健全完善法律法規(guī)，加強(qiáng)執(zhí)法力度，還要把道德文化宣傳和法律相結(jié)合。企業(yè)自身要樹立良好的企業(yè)文化和企業(yè)宗旨，企業(yè)領(lǐng)導(dǎo)者具備較好的素質(zhì)和道德價(jià)值觀，在企業(yè)發(fā)展過程

2、中不僅要自身利益還要兼顧消費(fèi)者利益，社會(huì)利益。努力提高員工的道德素質(zhì)和修養(yǎng)，只有這樣企業(yè)才能長(zhǎng)久發(fā)展生存下去。關(guān)鍵詞：關(guān)鍵詞：營(yíng)銷道德失范表現(xiàn)成因社會(huì)責(zé)任自身利益營(yíng)銷觀念GeicGeicanalysisanalysisofofmarketingmarketingethicsethicsanomieanomieAbstractAbstractWiththeproductsecurityproblemthescalofmanywellkno

3、wnbigenterprisesareblownouttheincreasingofconsumersselfsafeguardconsciousnesspeoplepaymeattentiontotheenterprisemarketingmals.Enterprisesalsorealizethattheymusttransfmthemarketingideaseriousaboutenterprisemarketingofmali

4、tybehavi.Tosolvethedeviatefromtheenterprisemarketingmalsnotonlyneedsthegovernmenttoperfectlawsregulationsenlargethepowerofactionbutalsoneedsthemalculturepropagacombinedwiththelaw.Enterprisesmustsetupthegoodenterprisecult

5、ureenterprisepurposetheenterpriseleadersshouldhavegoodqualitymalvalues.Intheprocessofenterprisedevelopmentsnotonlytotheirowninterestsevengiveattentiontotwomethingsconsumerinterestsocialinterest.Efftstoimproveemployeemalq

6、ualityaccomplishment.Therefetheenterprisecanachievethelongtermdevelopment.21.2判定營(yíng)銷道德失范的標(biāo)準(zhǔn).......................................52現(xiàn)代社會(huì)企業(yè)營(yíng)銷道德的現(xiàn)狀........................................62.1市場(chǎng)調(diào)研方面的營(yíng)銷道德失范的表現(xiàn).................

7、............62.24p分類下的營(yíng)銷道德失范的表現(xiàn)................................72.2.1產(chǎn)品策略下的道德失范...................................72.2.2價(jià)格策略下的道德失范...................................72.2.3促銷策略下的道德失范...................................82.2

8、.4渠道策略下的道德失范.................................................................................83企業(yè)營(yíng)銷道德失范的原因分析.............................................................................................93.1外部原因分析.........

9、........................................93.1.1市場(chǎng)法律法規(guī)的不健全...................................93.1.2我國(guó)社會(huì)信用體系不健全.................................93.1.3地方保護(hù)主義嚴(yán)重.......................................93.1.4一些不良社會(huì)文化的影響.........

10、.......................103.2內(nèi)部原因分析................................................103.2.1企業(yè)經(jīng)營(yíng)理念的偏差....................................103.2.2企業(yè)文化的不完善......................................103.2.3企業(yè)領(lǐng)導(dǎo)者道德素質(zhì)參差不齊.............

11、...............113.2.4企業(yè)員工科學(xué)技術(shù)知識(shí)的缺乏............................113.3消費(fèi)者自身和行業(yè)環(huán)境........................................113.3.1消費(fèi)者的自我保護(hù)意識(shí)不強(qiáng)..............................113.3.2行業(yè)環(huán)境分析........................................

12、..........................................................124企業(yè)營(yíng)銷道德失范的對(duì)策....................................................................................................124.1外部整治道德失范的策略................................

13、......124.1.1提倡、重視并加強(qiáng)誠(chéng)信道德建設(shè)..........................124.1.2加強(qiáng)法制建設(shè)，建立健全相關(guān)法律體系....................124.1.3建立并完善企業(yè)社會(huì)信用體系............................134.1.4加強(qiáng)社會(huì)輿論的監(jiān)督和影響作用..........................134.2內(nèi)部整治道德失范的策略............