基于企业营销生态化伦理的竞争优势构建  

作　　者：黄江泉[1] 邓德胜[1] 

机构地区：[1]中南林业科技大学商学院

出　　处：《企业经济》2012年第7期16-19,共4页Enterprise Economy

基　　金：国家社科基金课题"企业营销生态化绩效及实现路径研究"(批准号:11BGL037)

摘　　要：市场经济也是一种道德伦理经济。在生态文明时代,一个企业开展营销时,如果能主动加强生态伦理建设,实现生态资源与环境约束的内涵式突破,在公众面前树立良好的生态伦理形象,那么他将极大地增强自身在市场中的竞争力。为此,根据生态的脆弱性、生态政策约束性趋紧、消费者生态消费意识渐浓、生态产品与生态技术价值凸显的时代趋势,本文结合前人的论述,利用层次分析法,构建了一个基于企业营销生态化伦理,涵盖5个一级指标、21个二级指标、34个三级指标、5个四级指标的竞争优势指标体系,为企业加强生态伦理建设、提升竞争优势提供了一个清晰的努力方向。The market economy is also a kind of ethical economy. In the era of ecological civilization, when a corporate implements marketing, if it can initiatively strengthen the construction of ecological ethics, realizes the connotative breakthrough of eco- logical resources and environmental constraints, establish a good image of the ecological ethics in front of the public, it will greatly enhance the competition abihty in the market. Therefore, based on the ecological vulnerability, increasingly tightening of ecological policy constraints, gradually intensive consciousness of customers＇ ecological consumption, the trend of the time when ecological products and ecological technology value are prominent, and coupled with previous discussion from others, this paper applied AI-IP to construct an index system with competition advantages that is based on corporate marketing eco- logical ethics, and covers 5 level - one index, 21 level - two index, 34 level - three, and 5 level - four index, which points out a clear direction for corporate to strengthen the construction of ecological ethics, and improve competition advantages.

关 键 词：企业营销 生态化伦理 竞争优势 指标体系 

分 类 号：B82-053[哲学宗教—伦理学] X22[环境科学与工程—环境科学]