我国房地产企业的营销伦理分析研究.pdfVIP

我国房地产企业的营销伦理研究 Chinas real estate enterprise marketing ethics study Abstract Since the reform and opening up, Chinas real estate industry has made rapid development, has played an important role in stimulating the growth of the national economy and peoples living standards improve, with the increasingly fierce market competition, some real estate companies in order to obtain greater benefits, theydespite the limitations of the legal and moral constraints, in real estate marketing appear contrary to the ethics of the phenomenon, such as substandard housing quality products, supporting not honored; the fraudulent pricing on the price differential pricing; distribution on real estatecorporate monopoly on the market, brokers disloyal; promotional aspects on false advertising and misleading advertising. Behavior contrary to the ethics of marketing real estate enterprises in China in the marketing process, a great deal of damage caused by the vast number of consumers and the public interest, at the same time, also undermined the credibility and image of the industry itself, is not conducive to the healthy and sustainable development of the enterprises. This article marketing 4P theory and ethics in moral decision theory as the theoretical basis, combined with the actual status quo of Chinas real estate enterprise marketing ethics, and pointed out that the real estate companies from the four aspects of the product, price, distribution and promotion marketing Demoralizationphenomenon, from both internal factors and external environment, to analyze the impact of Chinas real estate enterprise marketing Demoralization reasons, provided the basis for the proposed solution to the problem countermeasures. So, how to solve the problem of Chinas real estate corporate ethics and marketing ethics anomie it? Finally, through a combination of the foreg