企业营销道德测评体系的确立与模糊评价———来自外部顾客的数据分析

在实证研究的基础上,通过均值分析和主成分因子分析,建立了一套从消费者角度出发的企业营销道德测评体系,同时应用该体系对四家样本企业的营销道德水准进行模糊评价,得出了三个基本结论:1)从消费者(外部顾客)角度看,企业营销道德测评体系可主要由促销因子、诚信因子、社会责任因子、公平竞争因子四大指标确立;2)通过对四家样本企业的模糊评价结果,可推论出我国现阶段多数企业营销道德水准偏低;3)促销因子和公平竞争因子的道德水准建设应成为我国多数大企业营销道德建设的重点工作之一.

Establishing and Fuzzy Evaluating on Evaluation System to Enterprise Marketing Ethics --Data Analysis from Outer Customers

The enterprise marketing ethics theory has been further developed in many fields since it was established.But the researches about test of marketing ethics level and assessment system are scare.For changing this situation,based on empirical research,an enterprise marketing ethics evaluation system is established by virtue of means analysis and principal factor analysis in this article.Using this assessment system,four enterprises were investigated and fussily evaluated. From the results three conclusions were drawn: First,from consumers'(outer customers') perspective,the enterprise marketing ethics evaluation system can be constructed by four indexes: sales promotion,honesty,social responsibility,equal competition.Second,from the fussy evaluation results of the four enterprises,we can infer that the level of enterprise marketing ethics is low in present China.Third,improving the ethical levels on sales promotion and equal competition should be one of the major jobs in the most of Chinese large enterprises when they build marketing ethics.