诚信营销与企业发展问题研究.doc

摘要 诚信；诚信营销； A Research on Integrity marketing and enterprise development Li Wenchao （Henan Institute of Science and Technology,xinxiang 453003） Abstract Integrity marketing is an enterprise to implement the principle of good faith to all aspects of marketing activities in order to win the long-term development of a market activity. The integrity of marketing is the survival of the enterprise and source of development, not only can enhance the market competitiveness of enterprises, establish a good corporate image, and continued for enterprises to create customers and profits to attract talented people. But many businesses awareness of honesty in the process of marketing activities is still relatively weak, did not form the corporate culture of integrity of marketing, product strategy and channel strategy, the shortage of integrity, while compatible with the integrity marketing system system is not perfect. For more than a lot of problems, companies should establish the integrity of the marketing concept, and strengthen the integrity of marketing sense, committed to building the integrity of marketing culture, to provide consumers with the integrity of the products and services, strengthen the integrity of cooperation with partners, while in the whole of society to create the integrity of the marketing environment. The implementation of the integrity of marketing effectively fulfill the consumers responsibility and obligation to society, balanced relationship among businesses, consumers and social, is the only way to long-term development of enterprises. Key words: Integrity; Integrity Marketing; Enterprise Development 目录 摘要 I Abstract II 一、诚信营销的内涵 1 二、诚信营销对企业发展的重要性分析 2 （一）诚信营销是企业生存之本和发展之源 2 （二）诚信营销是增强企业竞争力的决定性因素 3 （三）诚信营销是企业树立良好形象的重要策略 3 （四）诚信营销是企业创造顾客和利润的源泉 3 （五）诚信营销是企业吸引人才的有效手段 4 三、企业诚信营销实施现状分析 4 （一）企业的诚信营销意识比较薄弱 4 （二）企业没有形成诚信营销文化 4 （三）企业在产品策略方面缺乏诚信 5 （四）企业在渠道策略方面缺乏诚信 5 （五）与诚信营销相适应的制度体系不健全 5 四、实施诚信营销，促进企业发展 6 （一）树立诚信营销理念，强化诚信营销意识 6 （二）构建诚信营销文化 6 （三）提供诚信的产品和服务