营销道德失范的成分析毕业论文.docxVIP

营销道德失范的成因分析摘要随着一些知名企业被社会媒体爆出产品质量问题或丑闻和消费者自我维权意识的提高，人们越来越关注企业的营销道德问题。企业自身也意识到要想长久发展，必须转变营销观念，认真对待企业营销道德失范问题及行为。解决企业营销道德失范问题，不仅需要政府健全完善法律法规，加强执法力度，还要把道德文化宣传和法律相结合。企业自身要树立良好的企业文化和企业宗旨，企业领导者具备较好的素质和道德价值观，在企业发展过程中不仅要自身利益还要兼顾消费者利益，社会利益。努力提高员工的道德素质和修养，只有这样企业才能长久发展生存下去。关键词：营销道德 失范表现 成因 社会责任 自身利益 营销观念 Genetic analysis of marketing ethics anomieAbstract With the product security problem or the scandal of many well-known big enterprises are blown out and the increasing of consumers self-safeguard consciousness, people pay more attention to the enterprise marketing morals. Enterprises also realize that they must transform the marketing idea and serious about enterprise marketing of morality and behavior. To solve the deviate from the enterprise marketing morals not only needs the government to perfect laws and regulations and enlarge the power of action, but also needs the moral culture propaganda and combined with the law. Enterprises must set up the good enterprise culture and enterprise purpose, the enterprise leaders should have good quality and moral values. In the process of enterprise developments not only to their own interests even give attention to two or more things consumer interest, social interest. Efforts to improve employee moral quality and accomplishment. Therefore, the enterprise can achieve the long-term development.Key words: marketing morals, expression of deficiency, cause, responsibility for society, consumers’ benefit, marketing idea.目录摘要1关键词1前言51营销道德的概念51.1营销道德的含义51.2判定营销道德失范的标准52现代社会企业营销道德的现状62.1市场调研方面的营销道德失范的表现62.2 4p分类下的营销道德失范的表现72.2.1产品策略下的道德失范72.2.2价格策略下的道德失范72.2.3促销策略下的道德失范82.2.4渠道策略下的道德失范83企业营销道德失范的原因分析93.1外部原因分析93.1.1市场法律法规的不健全93.1.2我国社会信用体系不健全93.1.3地方保护主义严重93.1.4一些不良社会文化的影响103.2内部原因分析103.2.1企业经营理念的偏差103.2.2企业文化的不完善103.2.3企业领导者道德素质参差不齐113.2.4企业员工科学技术知识的缺乏113.3消费者自身和行业环境113.3.1消费者的自我保护意识不强113.3.2行业环境分析124企业营销道德失范的对策124.1外部整治道德失范的策略124.1.1 提倡、重视并加强诚信道德建设124.1.2加强法制建设，建立健全相关法律体系124.1.3建立并完善企业社会信用体系134.1.4加强社会舆论的监督和影响作用134.2内部整治道德失范的策略134.2