| 医药企业营销价值取向及营销道德评价指标体系构建 |
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| 引用本文： | 苗泽华,;薛永基.医药企业营销价值取向及营销道德评价指标体系构建[J].地质技术经济管理,2008(4):34-37. |
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| 作者姓名： | 苗泽华 ;薛永基 |
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| 作者单位： | [1]石家庄经济学院商学院,河北石家庄050031; [2]北京理工大学,北京100081 |
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| 基金项目： | 本文系河北省社会科学联合会项目“河北省医药企业营销道德与监管机制研究”（200703044）阶段性成果. |
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| 摘 要： | 由于医药企业商品独具的特殊性，我国医药企业营销道德建设始终受到全社会的关注，加强医药企业营销道德建设显得非常重要。文章围绕我国医药企业营销道德建设问题，初步构建了医药企业应具备的基本营销价值取向模型，并对医药企业营销道德评价指标体系的构建进行了探索性的研究。
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| 关 键 词： | 医药企业 营销道德 价值取向 评价 |
Value Orientation and the Construction of Ethical Evaluation Index System in Medical Enterprise Marketing |
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| Institution: | Miao Zehua, Xue Yongji (1.Shijiazhuang University of Economics, Shijiazhuang 050031, China; 2.Beijing Institute of Technology,Beijing lO0081,China) |
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| Abstract: | The peculiarity of products produced by medical enterprises causes special attention to its marketing ethical construction, thus it is very important to strengthen its construction. This article focuses on the problems in marketing ethical construction in medical enterprises in China, sets up an initial model of the value orientation in medical enterprises, and makes a research on the construction of ethical evaluation index system. |
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| Keywords: | medical enterprise marketing ethics value orientation evaluation |
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