我国网络营销中的道德问题及其对策

网络营销作为一种新的营销方式,在发展过程中面临着诸如侵犯隐私权、信息欺诈、数字化产权、信息污染、信息安全等一系列营销道德问题.要从多方面入手,努力加强网络营销道德建设,使符合法律和道德要求的网络营销行为得到良好的回报,使违法的、不道德的营销行为受到限制、谴责和惩罚,从而形成良好的网络营销道德.在外部环境建设方面,要加快电子商务立法,修改《广告法》,完善《合同法》,加强舆论监督和行业协会管理,完善企业信用社会评价体系,监督和披露营销不道德行为;在企业内部环境建设方面,要树立社会营销观念,提高自身素质,坚守网络营销道德,促进网络营销道德和企业文化结合,建立网络营销道德规章制度等.     

论企业会计伦理建设

针对近年来我国会计领域内出现的普遍的不道德会计行为,文章从不道德会计行为的现状出发,在深入分析其原因的基础上,探讨了完善企业会计伦理建设的主要途径。着重从伦理的角度为防范企业会计不道德行为提供了建设性意见。     

集体主义倾向与不道德亲组织行为关系探究

本研究构建了集体主义倾向与不道德亲组织行为关系及其作用机制模型。本研究提出集体主义倾向将助长员工启动道德辩解机制为其随后参与的不道德亲组织行为开脱,而企业的伦理价值观会产生调节效果。为了检验这一观点,展开了调查。对281名员工的研究发现:道德辩解部分中员工的集体主义倾向对其不道德亲组织行为的正向影响;企业伦理价值观显著调节集体主义倾向通过道德辩解影响员工不道德亲组织行为的间接效应,表现为这一间接效应在企业伦理价值观清晰情境下相对较弱。     

企业网络营销道德问题研究

21世纪网络营销必将成为企业成功营销的必备手段之一,而网络营销中出现的诸多道德问题却阻碍着网络经济的发展。因此,企业必须认识到不道德的营销行为给企业带来的利益是短暂的,要想获得长期竞争优势,必须要加强道德建设,并从外部约束机制和内部自律两个方面来解决网络营销道德问题。     

会计伦理建设现实问题研究

现阶段,贯穿于整个会计实践过程中的伦理道德问题,包括会计人员会计道德失范、会计信息失真、会计准则的制定缺乏公正性。导致我国目前企业会计不道德行为频繁发生的原因是,理论研究比较薄弱,会计职业道德规范不健全。会计伦理建设,应实现法律监管与行业自律相结合,明确会计道德评价机制,确保会计道德评价机制的良好运行。     

企业营销伦理失范对青少年的影响及对策探讨

本文从企业营销伦理失范入手,描述了针对青少年消费群体的企业不道德营销行为,分析了不道德的企业营销活动对青少年的产生的负面影响和危害,在此基础上探讨如何加强企业营销伦理建设、维护青少年的健康消费的构想。     

论中国市场营销的伦理缺失

目前我国的市场中存在着大量的不道德营销行为,这势必对我国市场经济和企业的可持续发展带来不利影响。导致企业不道德营销行为的原因是多方面的,但根源在于其追求利润的天性。因此,可以此为切入点,寻求企业营销道德体系构建的方案。在国家、社会、企业共同参与下,以企业自律为核心,构建外部机制和内部机制共同作用的企业营销道德体系。     

论网络营销中道德机制的构建

信息网络年代,网络技术的发展和应用改变了信息的分配和接受方式,改变了人们生活、工作、学习、合作和交流的环境,企业也必须积极利用新技术变革企业经营理念、经营组织、经营方式和经营方法,搭上技术发展的快速便车,促使企业飞速发展.网络营销是适应网络技术发展与信息网络年代社会变革的新世纪的营销策略,但在网络营销这一代表着最新发展方向的领域,传统道德规范的运行受到了严重的干扰和阻滞,传统道德规范的运行模式在网络营销中并不完全适用,网络营销领域中的不道德行为几乎达到泛滥成灾的程度.随着网络营销的迅猛发展,网络营销道德问题已经引起了越来越多的人们的重视,营销道德学也受到了国内外学者的广泛关注,构建网络营销道德机制已成为广大网络营销道德研究者所面临的一个现实问题.     

窥探我国会计伦理现状及会计伦理建设

研究会计伦理的目的是,政策法规制定者和实施者希望从伦理的视角,以现实情况下会计领域的不道德的行为活动为出发点,找到一系列可以用于规范、限制会计从业人员行为的伦理道德标准。同时,以此指导企业会计人员在日常工作中做出恰当的行为选择,并通过思想观念的约束,保证会计从业人员的行为结果——会计信息的质量。我国的会计伦理建设尚在发展初期,且存在许多问题,这些伦理问题主要归根于伦理教育环节薄弱而导致的多方利益诱惑、制度缺失而导致的社会及政府监管无力等各方面因素。我国应依照现实情况加强会计伦理的建设,完善、健全会计伦理的政策法规,构建科学有效的会计监管体系。     

旅游产品网络营销中的知识产权问题

在实践中旅游经营者如何通过法律的手段来保护自主开发的旅游知识产权,在进行旅游营销的过程中如何防止竞争者复制其活动的网页或者是活动的内容、相同或相近的旅游线路?若旅游产品网络营销中心搭便车的行为长期存在,势必影响整个旅游行业在旅游线路产品方面的投入,造成旅游行业在旅游网络营销中的滞后,对旅游行业的健康发展极为不利。本文认为,应当建立一套完整的旅游产品网络营销知识产权的申报制度,鼓励旅游企业在旅游线路产品网络营销方面作更多的投入,创造更多的精品旅游线路。     

Well-being Marketing: An Ethical Business Philosophy for Consumer Goods Firms

In this article we build on the program of research in well-being marketing by further conceptualizing and refining the conceptual domain of the concept of consumer well-being (CWB). We then argue that well-being marketing is a business philosophy grounded in business ethics. We show how this philosophy is an ethical extension of relationship marketing (stakeholder theory in business ethics) and is superior to transactional marketing (a business philosophy grounded in the principles of consumer sovereignty). Additionally, we argue that well-being marketing is based on duty ethics concepts, specifically the duty of beneficence and non-maleficence. Subsequently, we show how the well-being concept guides marketing decisions for consumer goods firms.     

Disadvantaged Consumers: An Ethical Approach to Consumption by the Poor

This essay presents my research stream on impoverished citizens as it relates to transdisciplinary work at the intersection of consumer behavior, applied ethics, public policy, and marketing practice. The original studies that inform this discussion were conducted using ethnographic methods with subpopulations that included the homeless, rural poor, children living in poverty, and aborigines isolated in the Australian outback. The opening section frames my work within the context of the larger marketing domain. The next section describes dysfunctional business activities that reduce the consumer quality of life of disadvantaged citizens. Their reactions to this maltreatment then are presented, with an emphasis on the various groups noted. The essay closes with a brief discourse on restricted consumer behavior in business ethics research. Ronald Paul Hill is the Robert J. and Barbara Naclerio Endowed Chairholder and Senior Associate Dean of Intellectual Strategy in the Villanova School of Business.     

The Customer Concept: The Basis for a New Marketing Paradigm

Recent developments in both marketing theory and marketing practice make it necessary to formulate a new marketing paradigm. This paradigm consists of three elements: (1) a concept, which is the core of the paradigm, (2) a set of activities, and (3) a domain. The customer concept is the new marketing concept. It is a management orientation which maintains that firms establish relationships with selected individual target customers with whom superior customer values are designed, offered, redefined and realized in close cooperation with other partners in the marketing system such as suppliers and intermediaries, in order to realize long-term profits through customer satisfaction, partner- and employee satisfaction. The new marketing activities include decisions with regard to the firm's stated vision, objective(s), strategy, organizational structure, culture, information system, marketing instruments, business processes and human resource management. The new marketing domain encompasses the broader interpretation of marketing as the central concept in the behavior of the firm. The customer concept implies a reorientation of marketing to one that places the customer in a pivotal role.     

Consumer Trust,Social Marketing and Ethics of Welfare Exchange

The global corporate scandals such as Enron, Worldcom and Global Crossing have raised fundamental issues of business ethics as well as economic, social and anthropological questions concerning the nature of business competition and global capitalism. The purpose of this conceptual paper is to introduce the concept of “welfare exchange” to the existing notions of economic, social and anthropological notions of business and exchange in markets and society in the 21st century. Global competition and business success in the 21st century continue to raise the nature of economic value and the interaction among diverse actors in international markets, institutions and society. We believe that the nature of such exchange between consumers and organizations, which can also be termed social marketing, need to increasingly take into account a welfare and ethical component. In this paper, we introduce our concept of welfare exchange to emphasize the importance of such welfare and ethical issues in the global business environment of the 21st century.     

我国商业银行市场营销中存在的问题与对策分析

本文认为,市场营销在我国商业银行中刚刚起步,由于垄断式经营的惯性作用,形成了一种非理性的无序行为,有许多活动甚至脱离了市场营销的基本理念。这主要源于理论研究缺乏系统性,营销组织体系不健全,缺少专业营销人才及相应的营销策略与手段。我国商业银行要在日益激烈的市场竞争中立于不败之地,必须树立正确的市场营销观念,理解现代市场营销的内涵,培养造就一支高素质的营销队伍,制定竞争性营销策略,建立高效的营销服务体系,借鉴国外先进的营销模式,创造性地开展营销,对产品和服务进行全过程的市场营销,全面提升中国金融品牌的市场竞争能力。     

Promotion mix management: A consumer focused Islamic perspective†

Religion penetrates deep into our social and cultural life but its significance in developing marketing theories has rather been disregarded. Islam has well-established business, economic and social systems and its influences are interwoven with the daily life of Muslims. Therefore, it is vital for the companies to comprehend the impact that religion makes on Muslim societies before designing their marketing strategies. Off late, Islamic perspective has been well appreciated in the form of Islamic banking and finance, with many western financial institutions incorporating Islamic ideologies in their operations. This paper aims to extend the application of Islamic values in development of Marketing theories, specifically promotion mix management. This study argues that Islam offers a parallel paradigm of conducting business and proposes a distinctive set of principles that can conceptualize the marketing field in its own inherent manner.     

Ethical Perspectives: Are Future Marketers any Different?

The notion of ethics in business continues to receive considerable attention. Many universities and professional organizations have attempted to address the issue of ethics by adding ethics courses to the curriculum and by creating codes of ethics for individuals working in that field. A study of students in Australia has shown that students majoring in marketing are more prone to less-than-ethical behavior than are other students. In an attempt to better understand the attitudes of future marketers in the US, we examine the attitudes of marketing majors interms of an ethical practices code and with respect toa set of ethical value statements. The ethical perspectives of marketing majors are compared to thoseof other business majors. In addition, the effect of taking a course in ethics is examined.     

Responsible Marketing: Can Social Enterprises Show the Way?

In this article, the authors present a new perspective on responsible marketing. We discuss if and how social enterprises can present a new understanding of responsible marketing. Relevant publications (14 on social entrepreneurship, 40 on marketing in non-profit organizations and social enterprises and 41 papers on marketing) are selected and reviewed. The result of the literature analysis and synthesis show that social enterprises can gain from a more formal, systematic approach to marketing. Since social enterprises prioritize social goals over business results, successful adoption of marketing policies and practices can help then create a blueprint for responsible marketing. Marketing of socially relevant products and services by social enterprises thus create a new paradigm of responsible marketing. Such models can also be useful for larger corporations who look at social business and shared value creation as part of their business and marketing strategy.     

Rituals in managing extrabusiness relationships in international project marketing: a conceptual framework

The current craze for the so-called relationship marketing in business markets must not mask the fact that, beyond economic and technological interdependencies between companies, business relationships are also made up of social interactions. This social dimension often escapes the attention of marketing theorists although it is of major importance in the management of business relationships. On the basis of an investigation into international project activities, this article develops a ritual approach for managing the extrabusiness phase of business relationships. This ritual approach allows us to build a framework designed to encapsulate and, possibly, manage the many faces of the social dimension of business relationships.     

International Marketing Ethics from an Islamic Perspective: A Value-Maximization Approach

International marketing practices, embedded in a strong ethical doctrine, can play a vital role in raising the standards of business conduct worldwide, while in no way compromising the quality of services or products offered to customers, or surrendering the profit margins of businesses. Adherence to such ethical practices can help to elevate the standards of behavior and thus of living, of traders and consumers alike. Against this background, this paper endeavors to identify the salient features of the Islamic framework of International Marketing Ethics. In particular, it highlights the capabilities and strengths of this framework in creating and sustaining a strong ethical international marketing culture. At the heart of Islamic marketing is the principle of value-maximization based on equity and justice (constituting just dealing and fair play) for the wider welfare of the society. Selected key international marketing issues are examined from an Islamic perspective which, it is argued, if adhered to, can help to create a value-loaded global ethical marketing framework for MNCs in general, and establish harmony and meaningful cooperation between international marketers and Muslim target markets in particular.