【摘要】：隨著市場經(jīng)濟的不斷發(fā)展，公眾對企業(yè)營銷道德問題越來越重視。營銷道德指的是企業(yè)營銷活動過程中應(yīng)遵守的道德規(guī)范和標準。企業(yè)營銷行為是否符合道德標準就是通過本企業(yè)所制定的營銷道德來體現(xiàn)。而作為21世紀最具發(fā)展?jié)摿Φ穆糜螛I(yè)，旅游業(yè)市場競爭非常激烈，越來越多的旅游消費者生活在旅游企業(yè)營銷的氛圍中，旅游企業(yè)營銷中的不道德現(xiàn)象，也愈來愈成為人們關(guān)注的焦點。因此，重視營銷過程中的道德問題是旅游企業(yè)良好發(fā)展的必然趨勢。 旅游企業(yè)營銷活動中不道德問題的解決的首要內(nèi)容和關(guān)鍵就是構(gòu)建一個旅游企業(yè)營銷道德評價模型來進行旅游企業(yè)營銷道德的評價，，通過評價解析并有效地遏制旅游企業(yè)營銷不道德問題的發(fā)生。旅游企業(yè)營銷道德評價模型需要一系列理論和實證結(jié)果來論證，這些理論主要代表是：中國傳統(tǒng)營銷道德和西方三大營銷道德判定理論。以這些代表理論為基礎(chǔ)，解析旅游企業(yè)營銷道德缺失現(xiàn)象，從而得出旅游企業(yè)營銷道德價值取向要素；在旅游企業(yè)營銷道德價值取向基礎(chǔ)上對影響旅游企業(yè)營銷道德的企業(yè)內(nèi)部因素進行分析，可得出旅游企業(yè)營銷道德評價指標體系的一二級指標要素，綜上所訴，引入多層次模糊綜合評判法，構(gòu)建出由一個由旅游企業(yè)文化、旅游企業(yè)產(chǎn)品、旅游產(chǎn)品定價、旅游產(chǎn)品分銷與旅游產(chǎn)品促銷5個一級指標和包括旅游企業(yè)領(lǐng)導(dǎo)者道德素質(zhì)、旅游企業(yè)營銷人員的職業(yè)道德與素質(zhì)、旅游企業(yè)道德管理策略、旅游企業(yè)所建立的營銷人員道德行為準則、旅游企業(yè)所建立的營銷人員道德激勵與約束機制、旅游產(chǎn)品的安全性、旅游產(chǎn)品的質(zhì)量、旅游產(chǎn)品的品牌、旅游產(chǎn)品的定價目標、旅游產(chǎn)品價格的透明度、旅游產(chǎn)品的定價方法、旅游產(chǎn)品的分銷信譽、旅游產(chǎn)品的分銷手段、廣告的真實性、旅游消費者需求的引導(dǎo)、售后服務(wù)的質(zhì)量在內(nèi)的16個二級指標構(gòu)成的旅游企業(yè)營銷道德模糊綜合評價模型。最后，結(jié)合秦皇島某旅游企業(yè)案例對其進行應(yīng)用分析，提出加強旅游企業(yè)營銷道德建設(shè)的合理建議，為建立良好的旅游企業(yè)營銷道德環(huán)境提供借鑒。
[Abstract]:With the development of market economy, the public pay more and more attention to the enterprise marketing ethics. Marketing ethics refers to the ethical norms and standards that enterprises should abide by in the process of marketing activities. Whether the enterprise marketing behavior conforms to the moral standard is reflected by the marketing ethics established by the enterprise. As the most potential tourism industry in the 21st century, the competition in tourism market is very fierce. More and more tourism consumers live in the atmosphere of tourism enterprise marketing, which is an immoral phenomenon in tourism enterprise marketing. Also more and more become the focus that people pay close attention to. Therefore, it is an inevitable trend for tourism enterprises to pay attention to the moral problems in the process of marketing. The most important content and key to solve the unethical problems in the marketing activities of tourism enterprises is to construct a model to evaluate the marketing ethics of tourism enterprises. Through evaluation analysis and effective control of tourism enterprises marketing immoral problems. The evaluation model of marketing ethics of tourism enterprises needs a series of theories and empirical results. These theories are mainly represented by Chinese traditional marketing ethics and three western marketing ethics judgment theories. On the basis of these representative theories, this paper analyzes the phenomenon of lack of marketing morality in tourism enterprises, so as to obtain the elements of marketing moral value orientation of tourism enterprises. On the basis of the marketing moral value orientation of tourism enterprises, this paper analyzes the internal factors that affect the marketing ethics of tourism enterprises, and obtains the first and second level index elements of the evaluation index system of marketing ethics of tourism enterprises, which are summarized above. By introducing the multi-level fuzzy comprehensive evaluation method, this paper constructs a series of five primary indexes, including tourism enterprise culture, tourism enterprise product, tourism product pricing, tourism product distribution and tourism product promotion, and includes the moral quality of tourism enterprise leader. The professional ethics and quality of marketing personnel in tourism enterprises, the ethical management strategies of tourism enterprises, the moral code of conduct of marketing personnel established by tourism enterprises, the moral incentive and restraint mechanism of marketing personnel established by tourism enterprises, The safety of tourism products, the quality of tourism products, the brand of tourism products, the pricing objectives of tourism products, the transparency of the price of tourism products, the pricing methods of tourism products, the distribution reputation of tourism products, the distribution means of tourism products, The fuzzy comprehensive evaluation model of marketing ethics of tourism enterprises is composed of 16 secondary indexes including the authenticity of advertisement the guide of tourism consumer demand and the quality of after-sales service. Finally, based on a case study of a tourism enterprise in Qinhuangdao, the author puts forward some reasonable suggestions to strengthen the construction of marketing ethics of tourism enterprises, which can be used as a reference for the establishment of a good marketing moral environment for tourism enterprises.
【學(xué)位授予單位】：東北石油大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F592.6

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