企业营销道德研究现状及展望  

The Research Status and Future of Enterprise Marketing Ethics

作　　者：周秀兰[1] ZHOU Xiulan(School of Economics and Management,Hexi University,Zhangye 734000,Chin)

机构地区：[1]河西学院经济管理学院,甘肃张掖734000

出　　处：《广西财经学院学报》2016年第6期70-79,共10页Journal of Guangxi University of Finance and Economics

基　　金：国家社会科学基金项目"西部企业营销道德与营销绩效关系的实证研究"(11XGL014)

摘　　要：20世纪60年代以来,企业经营丑闻的频发引起了美国学者对企业营销道德问题的极大关注。70年代后,伴随着消费者保护运动的兴起,各国学术界对此问题高度重视,企业营销道德也成为营销领域一个重要的研究分支。学术界对何谓企业营销道德、企业为何践行营销道德、企业营销道德的测评维度如何划分、企业营销道德决策的影响因素有哪些等基本问题进行了大量研究。本文系统梳理了国内外学术界对以上问题的研究现状及贡献,并指出了该领域未来的研究方向。Since the 1960s,frequent scandals about business management have drawn American scholars＇ great attention to the enterprise marketing ethics. After the 1970s,with the rise of the consumer protection movement,international academia attached great importance to this issue. The enterprise marketing ethics has become an important research branch in marketing areas. The academia has done plenty of study on the fundamental issues,including the definition of enterprise marketing ethics,the reason for practicing them,the way to divide the measurement dimensions and the factors influencing decisions,etc. This article not only elucidates the research status and achievements on these issues from domestic and overseas academia but also puts forward future research consideration of the field.

关 键 词：营销道德 研究现状 营销 

分 类 号：F274[经济管理—企业管理]