企业营销中的道德失范及其综合治理

在市场营销过程中,为最大限度地获得自身利益,许多企业突破道德底线,极大地损害了消费者利益和社会整体利益,也损害了企业本身的长远利益。中国传统伦理思想主张义利共生、见利思义,当自身利益与伦理道德相矛盾时,首先考虑伦理道德。只有通过企业的营销道德建设、企业文化建设、社会法制建设,将道德原则贯穿于企业营销的全过程,承担社会责任,才能实现社会整体和谐。

Comprehensive Control on Moral Anomie in Business Marketing

Moral anomie exists in modern business marketing.Many enterprises,in purpose of seeking for maximum profits,by means of illegal or immoral measures,break through their ethical bottom lines,resulting in the great loss of customer interests,social interests and eventually their own long term interests.Chinese traditional ethics advocate the consistence of self-interests and social principles.In any case those self-interests are inconsistent with social principles.Chinese traditional ethics insist that social principles shall prevail.We should never forget all moral principles at the sight of profits.This is also the requirement of social harmony.Moral principles are of great importance to,and should coexist with,the building of social harmony.Bringing up the social morality,construction of enterprise culture as well as perfection of social legal systems in business marketing are,no doubt,the only means for building social harmony.