【作者】 张俊；

【导师】 任天飞；

【作者基本信息】 湘潭大学 ， 产业经济学， 2008， 硕士

【摘要】 社会主义和谐社会的构建是我国“十一五”规划的主旋律。胡锦涛总书记全面深刻地揭示了社会主义和谐社会建设科学内涵和基本特征,即建设一个民主法治、公平正义、安定有序、诚信友爱、充满活力、人与自然和谐相处的社会。从某种意义上来说,社会主义和谐社会,包含了人们生活领域的和谐,社会秩序的和谐,以及消费环境的和谐。和谐消费环境的构建是社会主义和谐社会建设的重要内容,也是我国当前社会主义经济建设的题中之义。发展社会主义市场经济,就要企业诚实守信,反对欺诈,更好地为消费者服务,使消费者放心消费、乐于消费,扩大消费需求,形成消费热点和新的经济增长点,促进市场繁荣和经济增长。企业作为社会的经济主体,应当承担起相应的社会责任,履行相应的义务,优化其营销行为和策略,努力为消费者及整个社会营造一个和谐的消费环境。因此展开对我国和谐消费环境中的企业营销行为的论述具有重要现实意义。本文首先对和谐消费环境的概念进行了界定,包括和谐的自然生态环境、社会环境和文化环境,在此基础上,论述了和谐消费环境的功能,探讨了和谐消费环境的影响因素,并对和谐消费环境的评价指标体系进行设计,同时对企业的营销创新和基本原则进行了论述。然后,从理论上和现实上,进一步分析了要构建和谐消费环境,优化企业营销行为的重要性和紧迫性。最后,提出了优化企业营销行为,构建和谐消费环境的对策。企业作为社会的一员,应该树立先进的营销观念;优化其营销行为,形成永续经营;秉着诚信的理念,为各消费者提供安全的、高质量的产品,提供充足的信息;营造和谐的文化氛围;树立品牌意识,增强品牌竞争力;提高营销人员的素质;营造和谐的农村消费市场环境。更多还原

【Abstract】 To build a harmonious socialist society is the main theme of China’s“11th Five-Year Plan”. General secretary Hu Jintao reveals the basic chrematistics as well as scientific content of it in a comprehensive and profound way, that is, to build a society that features the socialist democracy, rule of law, equity, justice, sincerity, amity, vitality, and the harmonious relationship between human and nature. In a certain sense, a harmonious socialist society includes harmony in the field of people’s life, social order and consumption environment as well.The establishment of a harmonious consumption environment is the significant content of building a harmonious socialist society, and it is also the goal of constructing current Chinese socialism economy. To put forward socialist market economy, enterprises should be honest, trustworthy and go against fraud so as to serve consumers better, and to assure them a happy consumption as well. In this way, the requirement for consumption will increase, and thereby a hot spot for consumption and a new economic growth point can be formed to prosper the market as well as to promote the economy.Enterprises, as the economic subjects of the society, should undertake corresponding social responsibilities and fulfill corresponding obligations to optimize their marketing behaviors and strategies. And they should spare no efforts to create a harmonious consumption environment for consumers and for the society as a whole. Therefore, it is of great realistic significance to dwell on marketing behaviors of enterprises under our country’s harmonious consumption environment.In the thesis, the author first defines the concept of harmonious consumption environment, including harmony of the natural ecological environment, social environment and cultural environment. On the basis of these, the author further illustrates functions of the harmonious consumption environment, the impact of it, and designs an evaluation index system. Apart from that, marketing innovation and some basic principles of enterprises are elucidated. Then, in theory and reality, the author further discusses the importance and urgency of optimizing the enterprises’marketing behaviors to build a harmonious consumption environment. Finally, measures on optimizing enterprises’marketing behavior and building a harmonious consumption environment are posed. As a member of the society, the enterprises should establish advanced marketing concepts, optimize their marketing behavior, and form a sustainable operation. Adhering to the concept of integrity, enterprises should provide safe and high-quality products for consumers, give sufficient information, create a harmonious cultural atmosphere, establish an awareness of brand, strengthen the competitiveness of brand, improve the quality of sales staff, and create a harmonious environment for the rural consumption market.更多还原