从“三鹿奶粉”事件探析企业的营销道德

随着西方世界"企业非道德性神话"的破灭,企业为了单纯的经济利益而为所欲为的时代已经一去不复返。发达国家社会愈来愈要求企业的经营行为要遵循道德标准。在我国现阶段,由于企业过度追求经济利益,在营销活动中出现了大量道德失范行为,三鹿"毒奶粉"事件就是这一现象之一。本文针对企业营销道德失范的成因、危害,提出了防范企业营销道德缺失的应对措施。

Discussions over Enterprises Marketing Ethics from Sanlu Milk Powder Incident

With the collapse of "enterprise non-morality myth" in the Western world,the era has gone when companies simply do whatever they want for the economic interests.The developed countries require more and more enterprises to follow the ethical standards of conduct.In China,due to excessive pursuit of economic interests,in the marketing activities a lot of failures to follow ethnic standards emerge.Sanlu "poisonous milk powder" incident is one of the phenomena.This paper points out causes and harms of such failures and puts forward countermeasures.