推销道德对推销行为的影响分析  

The Influence of the Sales Promotion Morals to the Sales Promotion Behavior

作　　者：孙勋成[1] 沈英[1] 

机构地区：[1]哈尔滨理工大学经济管理学院,黑龙江哈尔滨150040

出　　处：《哈尔滨商业大学学报（社会科学版）》2008年第2期40-42,共3页Journal of Harbin University of Commerce:Social Science Edition

基　　金：黑龙江省高等教育学会高等教育科学研究"十一五"规划课题(115C-102)

摘　　要：新时期市场经济条件下,随着企业间日益激烈的竞争,企业推销人员受功利论、道义论等道德理论影响,在商品推销过程中,出现了一系列诸如强制推销、"红杏出墙"、推销自卑、假冒伪劣、以次充好、短斤少两等行为,严重损害了推销人员在社会公众心目中的形象,进而也危及到企业形象、企业声誉及销售业绩。结合推销实际,针对上述不当行为提出了解决问题的相应对策。In the new period, under the market economy condition, the enterprises compete day by day intensely. In the process of sales promotion, the salesman may be affected by the moral theory, such as the utility, the morality and justice. At these cases, salesman may do a series of actions like as compulsory marketing, ＂have an affair＂ , marketing inferiority, fake and shoddy, imitating something superior, giving short measure and so on. These behaviors seriously harm the salesman＇s image in social public mind, then also endanger to enterprise＇s image, enterprise prestige and sales achievement. Against the above misfeasance, the article basing to the sales promotion practice, proposes the corresponding advices to solve the problems.

关 键 词：人员推销 道德 推销行为 

分 类 号：F713.55[经济管理—市场营销]