论文化市场的营销伦理  

On the Ethics of Cultural Marketing

作　　者：马衍明 Ma Yanming(School of Humanities,Shanghai Institute of Technology,Shanghai 201418,China)

机构地区：[1]上海应用技术大学人文学院

出　　处：《文化软实力研究》2023年第3期51-60,共10页Studies on Cultural Soft Power

摘　　要：文化市场的营销伦理是指文化企业等从事营销活动所应具有的基本的伦理准则。营销伦理潜藏在营销哲学中,现实地存在于营销人员、营销企业的营销行为和国家相应的管理制度中。文化市场营销具有商业和文化的双重属性,这对营销伦理提出了更高的要求。这种要求主要体现在三个方面:提供高质量的精神文化产品,努力营造良好的文化生态;满足消费者的正当文化需求,引导文化消费持续健康发展;为未成年人健康成长营造良好文化环境,切实履行社会保护责任。The ethics of cultural marketing refer to the basic ethical standards that cultural enterprises and other enterprises should possess when engaging in marketing activities.Marketing ethics are hidden in marketing philosophy and exist in the marketing behavior of marketers,marketing enterprises,and corresponding national management systems.Cultural marketing has dual attributes of business and culture,which puts higher demands on marketing ethics.This requirement is mainly reflected in three aspects:to provide high-quality spiritual and cultural products and strive to create a good cultural ecology;Satisfy the legitimate cultural needs of consumers and guide the sustained and healthy development of cultural consumption;Create a good cultural environment for the healthy growth of minors and effectively fulfill their social protection responsibilities.

关 键 词：文化市场 营销伦理 社会责任 

分 类 号：B82-053[哲学宗教—伦理学] F274[经济管理—企业管理] G124[经济管理—国民经济]