灰色营销的道德评价:调查与检验

本文讨论了推销中的灰色营销现象,建立了一个灰色营销模型,并采用实证方法对这一现象和相关因素之间的关系进行了初步研究,最后讨论了研究结果的应用。

Ethical Evaluation on Gray Marketing in People's Republic of China

This paper discusses the phenomenon of gray marketing in personal selling, and develops a model of gray marketing. Based on the discussion and the model, it empirically studies the phenomenon and explores the relationships among related factors. It finds that, firstly, the people evaluate the different methods of gray marketing in personal selling differently in terms of ethic. Secondly, the people tend to be more tolerate to gray marketing by salesman than by buying agent. Thirdly, the people's ethical evaluation on, sympathy to, and belief in punishment to, gray marketing, would have, while the people's self ethical image would not have, significant impacts on the people's tendency of gray marketing adoption. This implies that the organizational and institutional factors (e.g., buying and selling system) would have a more strong impact on the people's tendency of gray marketing adoption than the self-ethical factors. The implications of the research findings are suggested.