道德缺失下的營(yíng)銷(xiāo)倫理研究(范本)

1、目錄摘要..............................................................................................................................I緒論.......................................................................................

2、.......................................11不道德?tīng)I(yíng)銷(xiāo)行為的表現(xiàn)與危害................................................................................21.1不道德?tīng)I(yíng)銷(xiāo)行為的界定........................................................................

3、..................21.2不道德?tīng)I(yíng)銷(xiāo)行為的表現(xiàn)..........................................................................................31.3不道德?tīng)I(yíng)銷(xiāo)行為的危害....................................................................................

4、......52營(yíng)銷(xiāo)道德的需求........................................................................................................72.1消費(fèi)者對(duì)營(yíng)銷(xiāo)道德的需求......................................................................................

5、72.2社會(huì)利益對(duì)營(yíng)銷(xiāo)道德的需求.................................................................................73加強(qiáng)我國(guó)企業(yè)營(yíng)銷(xiāo)道德建設(shè)的策略......................................................................113.1消費(fèi)者與企業(yè)營(yíng)銷(xiāo)道德建設(shè)...................

6、.............................................................113.2企業(yè)與企業(yè)營(yíng)銷(xiāo)道德建設(shè)...................................................................................123.3政府與企業(yè)營(yíng)銷(xiāo)道德建設(shè)............................................

7、........................................13結(jié)束語(yǔ)..........................................................................................................................17謝辭.................................................

8、.............................................................................18參考文獻(xiàn)......................................................................................................................19緒論中國(guó)經(jīng)濟(jì)二十年來(lái)的發(fā)展成就舉世

9、矚目，尤其是20世紀(jì)80年代初開(kāi)始的由計(jì)劃經(jīng)濟(jì)向市場(chǎng)經(jīng)濟(jì)的轉(zhuǎn)變，給中國(guó)的經(jīng)濟(jì)生活乃至整個(gè)社會(huì)生活帶來(lái)了巨大活力。但毋庸諱言，在我們的經(jīng)濟(jì)生活中尚存許多困難需要解決，也有某些負(fù)面現(xiàn)象必須克服，還有一些問(wèn)題應(yīng)當(dāng)引起警覺(jué)和高度重視。2008年注定是中國(guó)乳制品行業(yè)的冬天。首先是三鹿嬰幼兒奶粉受到三聚氰胺污染，多名患兒患有“雙腎多發(fā)性結(jié)石”和“輸尿管結(jié)石”，甚至有患兒死亡的案例。隨著三鹿奶粉事件影響持續(xù)擴(kuò)大，蒙牛、伊利、雅士利等企業(yè)產(chǎn)品也不合格。

10、當(dāng)人們還沒(méi)緩過(guò)神來(lái)，大白兔奶糖甲醛風(fēng)波又嚴(yán)重刺激了人們的神經(jīng)。面對(duì)這一連串觸目驚心的事件，人們不禁要問(wèn)；昔日引以自豪的民族名牌紛紛馬失前蹄究竟為哪般其實(shí)答案很簡(jiǎn)單：企業(yè)營(yíng)銷(xiāo)道德建設(shè)嚴(yán)重缺失。目前，我國(guó)營(yíng)銷(xiāo)道德的現(xiàn)狀不容樂(lè)觀，尤其是在我國(guó)最近連續(xù)發(fā)生的諸如保健品廣告中涉嫌的虛假宣傳，SKⅡ化妝品的質(zhì)量和退貨問(wèn)題，以及最近鬧得沸沸揚(yáng)揚(yáng)的三鹿奶粉事件使得營(yíng)銷(xiāo)道德問(wèn)題越發(fā)凸顯出來(lái)。企業(yè)不道德?tīng)I(yíng)銷(xiāo)行為存在于營(yíng)銷(xiāo)活動(dòng)的各個(gè)環(huán)節(jié)，這些不道德?tīng)I(yíng)銷(xiāo)行為嚴(yán)