本文選題：旅游企業(yè) + 營銷道德　； 參考：《天津財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：20世紀(jì)60年代,西方經(jīng)濟(jì)得到發(fā)展,與此同時(shí),企業(yè)間的市場(chǎng)競(jìng)爭(zhēng)也開始加劇。企業(yè)為了在激勵(lì)的競(jìng)爭(zhēng)環(huán)境下,贏得更多的顧客,開始采取一些不正當(dāng)?shù)母?jìng)爭(zhēng)方式,出現(xiàn)了許多損害消費(fèi)者利益的不道德行為。這是國外學(xué)者對(duì)營銷道德研究的開始。一直到20世紀(jì)90年代,由于我國經(jīng)濟(jì)的迅速發(fā)展,企業(yè)面臨著國內(nèi)、國外企業(yè)的雙重競(jìng)爭(zhēng)壓力。在這種壓力下,我國企業(yè)在營銷過程中出現(xiàn)了許多不道德的現(xiàn)象。這種現(xiàn)象也引起了我國學(xué)者的關(guān)注,開始重視企業(yè)營銷道德的研究。我國學(xué)者對(duì)營銷道德的研究主要集中在企業(yè)營銷道德的定量化測(cè)評(píng)指標(biāo)的構(gòu)建以及我國企業(yè)營銷道德缺失的表現(xiàn)、成因和對(duì)策的研究。而對(duì)企業(yè)營銷道德與消費(fèi)者行為間關(guān)系的研究文獻(xiàn)卻很少。由于目前我國市場(chǎng)上企業(yè)的營銷不道德行為屢見不鮮,嚴(yán)重?fù)p害了我國消費(fèi)者的利益,也擾亂了我國市場(chǎng)的有序健康發(fā)展。而旅游企業(yè)由于其產(chǎn)品的特殊性,消費(fèi)者不能先體驗(yàn)后購買,信息的嚴(yán)重不對(duì)稱性,使消費(fèi)者的利益更容易受到企業(yè)營銷不道德行為的影響。而且,有數(shù)據(jù)顯示我國投訴案件中有關(guān)旅行社投訴數(shù)量在逐年增長。由此可知,企業(yè)營銷不道德行為已經(jīng)引起了消費(fèi)者的嚴(yán)重不滿,抱怨情緒強(qiáng)烈。多數(shù)學(xué)者也證明了顧客滿意對(duì)顧客忠誠度的重要作用,而顧客忠誠是當(dāng)代企業(yè)得以生存和發(fā)展的關(guān)鍵因素。本文通過對(duì)營銷道德、顧客滿意和顧客忠誠的相關(guān)文獻(xiàn)進(jìn)行梳理研究,提出了本文營銷道德與顧客忠誠關(guān)系的模型,并基于學(xué)者對(duì)顧客滿意與顧客忠誠關(guān)系的相關(guān)研究成果,引入顧客滿意變量做為模型的中間變量。并提出相應(yīng)假設(shè),進(jìn)行實(shí)證研究。本文最后得出結(jié)論：企業(yè)營銷道德各因子不僅通過顧客滿意正向影響顧客忠誠,而且除了營銷道德中的公平競(jìng)爭(zhēng)因子外,其它各因子對(duì)顧客忠誠有直接影響。最后,本文為提高企業(yè)營銷道德建設(shè)提出相關(guān)政策建議。
[Abstract]:In the 1960 s, the western economy developed, meanwhile, the market competition between enterprises began to intensify. In order to win more customers in the competitive environment of incentive, enterprises begin to adopt some unfair competition methods, and many immoral behaviors have appeared which harm the interests of consumers. This is the beginning of the study of marketing ethics by foreign scholars. Until the 1990s, due to the rapid development of our economy, enterprises are facing the double competitive pressure of domestic and foreign enterprises. Under this kind of pressure, our country enterprise appeared many immoral phenomena in the marketing process. This phenomenon has also aroused the attention of Chinese scholars, began to attach importance to the study of corporate marketing ethics. The research of marketing morality in our country mainly focuses on the construction of quantitative evaluation index of enterprise marketing morality and the research on the expression, cause and countermeasure of the lack of enterprise marketing morality in our country. However, there are few researches on the relationship between marketing ethics and consumer behavior. At present, the marketing immoral behavior of enterprises in our country is common, which seriously damages the interests of our consumers and disturbs the orderly and healthy development of our market. However, because of the particularity of its products, the consumers can not first experience and then buy, and the serious asymmetry of information makes the interests of consumers more vulnerable to the immoral behavior of enterprise marketing. Moreover, some data show that the number of related travel agency complaints is increasing year by year. From this, the enterprise marketing immoral behavior has caused the consumer's serious dissatisfaction, complains the mood to be strong. Most scholars have also proved that customer satisfaction plays an important role in customer loyalty, and customer loyalty is the key factor for the survival and development of modern enterprises. Based on the research on the related literature of marketing ethics, customer satisfaction and customer loyalty, this paper puts forward a model of the relationship between marketing ethics and customer loyalty, and based on the research results of scholars on the relationship between customer satisfaction and customer loyalty. The customer satisfaction variable is introduced as the intermediate variable of the model. And put forward the corresponding assumptions, empirical research. Finally, this paper draws a conclusion that the factors of corporate marketing ethics not only positively affect customer loyalty through customer satisfaction, but also have direct influence on customer loyalty except the fair competition factor in marketing ethics. Finally, this paper puts forward the relevant policy suggestions for improving the enterprise marketing ethics construction.
【學(xué)位授予單位】：天津財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F592.6

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