现代营销的伦理变革

现代营销面临的挑战就是能否设计出既符合道德要求又能满足经济利益之目的的营销模式,以化解交易双方之间以及利益相关者之间存在的冲突与矛盾,使交易各方互利双赢、共生共存。这一问题的解决就意味着营销观念的变革和营销伦理的进步。现代营销在这方面做出了有益的探索,与传统营销相比,现代营销的营销理念、营销性质、营销原则、营销方式、营销目的都发生了变化,促进了商业伦理秩序的日益和谐。

Reformation of contemporary marketing ethics

Contemporary marketing is faced with the challenge of designing a marketing model which both accords with ethic and satisfies the economic interests. This model can resolve the collision and contradiction between the two parties of trade, provide mutual benefit and allow them to exist and develop together. Compared with the traditional marketing, contemporary marketing changes in all the aspects of marketing concept, nature, principles, modes and goal, thus promoting the harmoniousness of commercial ethic order.