中华优秀传统文化融入服务营销教学的意义与途径  

The Significance and Ways of Integrating Chinese Excellent Traditional Culture into Service Marketing Teaching

作　　者：肖志雄[1] Xiao Zhixiong(School of Management,Anhui University,Hefei Anhui 230601)

机构地区：[1]安徽大学管理学院,安徽合肥230601

出　　处：《对外经贸》2023年第6期151-154,共4页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：安徽省2022年度高等学校省级质量工程项目“线上线下混合式课程《服务营销》”(2022xsxx016);安徽大学2022年度校级质量工程项目“线上线下混合式课程《服务营销》”(2022xjzlgc237);安徽大学中华优秀传统文化教育教学研究项目“中华优秀传统文化融入《服务营销》教学的途径和方法”。

摘　　要：中华优秀传统文化是进行课程思政教学的重要资源。在服务营销教学中有机融入中华优秀传统文化,有助于培养学生的职业道德操守和文化自信,启发学生进行服务营销的创造力,形成具有中国特色的服务营销理论。将中华传统文化分为精神文化、制度文化、行为文化、物质文化等四个层次进行阐述,并从服务营销理念、服务营销战略、服务营销组合策略等方面探讨中华优秀传统文化融入服务营销教学的途径。Chinese excellent traditional culture is an important resource for curriculum ideological and political teaching.The organic integration of Chinese excellent traditional culture into service marketing teaching helps to cultivate students'professional ethics and cultural self-confidence,inspire students'creativity in service marketing,and form service marketing theory with Chinese characteristics.This paper divides Chinese traditional culture into four levels:spiritual culture,institutional culture,behavioral culture and material culture,and discusses the ways of integrating Chinese excellent traditional culture into service marketing teaching from the aspects of service marketing concept,service marketing strategy and service marketing combination tactics.

关 键 词：中华优秀传统文化 服务营销 营销理念 营销战略 营销组合策略 

分 类 号：G641[文化科学—高等教育学]