營銷道德失范的成因分析畢業(yè)論文

1、營銷道德失范的成因分析營銷道德失范的成因分析摘要摘要隨著一些知名企業(yè)被社會媒體爆出產(chǎn)品質(zhì)量問題或丑聞和消費者自我維權(quán)意識的提高，人們越來越關(guān)注企業(yè)的營銷道德問題。企業(yè)自身也意識到要想長久發(fā)展，必須轉(zhuǎn)變營銷觀念，認真對待企業(yè)營銷道德失范問題及行為。解決企業(yè)營銷道德失范問題，不僅需要政府健全完善法律法規(guī)，加強執(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者利益，社會利益。努力提高員工的道德素質(zhì)和修養(yǎng)，只有這樣企業(yè)才能長久發(fā)展生存下去。關(guān)鍵詞：關(guān)鍵詞：營銷道德失范表現(xiàn)成因社會責(zé)任自身利益營銷觀念GeicGeicanalysisanalysisofofmarketingmarketingethicsethicsanomieanomieAbstractAbstractWiththeproductsecurityproblemthescalofmanywellkno

3、wnbigenterprisesareblownouttheincreasingofconsumersselfsafeguardconsciousnesspeoplepaymeattentiontotheenterprisemarketingmals.Enterprisesalsorealizethattheymusttransfmthemarketingideaseriousaboutenterprisemarketingofmali

4、tybehavi.Tosolvethedeviatefromtheenterprisemarketingmalsnotonlyneedsthegovernmenttoperfectlawsregulationsenlargethepowerofactionbutalsoneedsthemalculturepropagacombinedwiththelaw.Enterprisesmustsetupthegoodenterprisecult

5、ureenterprisepurposetheenterpriseleadersshouldhavegoodqualitymalvalues.Intheprocessofenterprisedevelopmentsnotonlytotheirowninterestsevengiveattentiontotwomethingsconsumerinterestsocialinterest.Efftstoimproveemployeemalq

6、ualityaccomplishment.Therefetheenterprisecanachievethelongtermdevelopment.21.2判定營銷道德失范的標準.......................................52現(xiàn)代社會企業(yè)營銷道德的現(xiàn)狀........................................62.1市場調(diào)研方面的營銷道德失范的表現(xiàn).................

7、............62.24p分類下的營銷道德失范的表現(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)營銷道德失范的原因分析.............................................................................................93.1外部原因分析.........

9、........................................93.1.1市場法律法規(guī)的不健全...................................93.1.2我國社會信用體系不健全.................................93.1.3地方保護主義嚴重.......................................93.1.4一些不良社會文化的影響.........

10、.......................103.2內(nèi)部原因分析................................................103.2.1企業(yè)經(jīng)營理念的偏差....................................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)知識的缺乏............................113.3消費者自身和行業(yè)環(huán)境........................................113.3.1消費者的自我保護意識不強..............................113.3.2行業(yè)環(huán)境分析........................................

12、..........................................................124企業(yè)營銷道德失范的對策....................................................................................................124.1外部整治道德失范的策略................................

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