【作者】 于沛利；

【导师】 崔迅；

【作者基本信息】 中国海洋大学 ， 企业管理， 2004， 硕士

【摘要】 目前，营销伦理日益引起人们的重视。讲究营销伦理，对企业经营有着积极的作用。可以降低市场交易成本，提高企业的信誉和形象，还可以密切与利益相关者的亲密合作关系，加强企业的竞争力。讲究营销伦理，有它的理论根据，我们可以从人本学、经济学、博议论、营销学的角度进行理论上的阐述。对于营销伦理的是非问题在理论上如何判定，国外提出了三大原则：功利原则、权力原则和公正原则。而在我国古代，义利观是人们判断伦理道德是非的标准。当前，我国正在进行社会主义市场经济建设，因此，我们在汲取义利观方面合理因素的同时，还必须坚持集体主义原则以及人民利益至上的原则。坚持人民利益至上的原则在营销中最突出的体现就是坚持顾客至上的经营原则。营销伦理问题出现的原因是多方面的，这既有宏观环境方面的因素，也有企业方面和个人方面的因素，本文第四章对此进行了较为详细的论述。基于以上分析，第五章提出了营销者在营销实践中所应遵守的营销伦理基本规范，它们是：诚信、公平、顾客至上、互利、社会责任。营销者怎样才能在营销实践中做出符合伦理道德的决策呢?本文第六章进行了论述并提出了一种建议的决策方案以供营销人员在实践中参考。最后，对于如何加强营销伦理建设，文中做了较为详尽而系统的论述，提出了切实可行的应对策略。更多还原

【Abstract】 At present, people pay much attention to the ethics of marketing, which has a positive influence on the operation of a company. It can not only decrease the cost of marketing and improve the reputation and image of a company but also establish closely cooperative connections with this company’ s counterparts and strengthen its competitive capacity. The ethics of marketing stands on solid theoretical basis. We can expound it from humanity, economics, game theory or marketing. Oversea scholars propose three cardinal principles of the problem of right and wrong in the ethics of marketing, that is, the utility principle, authority principle and equity principle. Ancient Chinese took the theory of righteousness and benefit as the standard of ethical right and wrong. We are now developing our socialistic market economy, so, we must inherit the reasonable factors of the theory of righteousness and benefit. Moreover, we should also maintain the collectivistic principle and adjust ourselves to the collective benefit. We have to look after the benefits of individual, enterprise and nation and handle the relations among the three sides. Besides these, we should still hold that the people’ s benefit is paramount to any other things and base our work on people’ s benefit. This means we must do our work for the people, depend on the people and consider the benefit of the people. In brief, the people’ s benefit is the starting and final point of our work. The foremost actual representation of the principle of supremacy of people’ s benefit in marketing is the principle of customer’ s supremacy. There are many factors that account for ethical problems in marketing, such as the factors of macroscopic environment and the factors of enterprise and individual. Chapter 4 will discuss them in detail. Based on this analysis, chapter 5 brings up the basic ethical norms for a marketer in his practical marketing activities. They are honesties, fairness, customer’ s supremacy, mutual benefit and social responsibility. How can a marketer make a moral decision in his practical marketing activities? Chapter 6 investigates this problem and presents a prepositional scheme for the marketers to consult in their practices. Finally, this paper discusses systematically and completely how to strengthen the construction of marketing ethics and advances realistic and feasible strategies.更多还原