中国式企业营销道德建设的路向与对策

重视商业伦理，讲究营销道德，目前已成为世界性的企业经营潮流。现阶段我国企业在营销活动中的非道德行为比较严重，因此，加强企业营销道德建设，是我国企业塑造良好形象，提高市场竞争力的重要战略任务。其对策思路是要充分认识企业营销道德的重要性、长期性和艰巨性；在企业营销道德建设中应坚持义与利、继承与创新、多层性与一元性相结合的原则；注意开拓企业营销道德建设的渠道；强化对企业营销道德建设的调控。

Constructing the Marketing Ethics with Chinese Style:Ways and Countermeasures

Nowadays, attaching importance to marketing ethics has become a worldwide business trend. At the stage, some enterprises in China have very serious non-ethical marketing behaviors. For this reason, strengthening the construction of marketing ethics is an important strategic task, that is the enterprises mould the good images and heighten the competitive forces by themselves. This thesis proposes four ways and countermeasures on how to strengthen the marketing ethics with Chinese style.