本文選題：旅游企業 + 營銷道德�。� 參考：《天津財經大學》2014年碩士論文

【摘要】：20世紀60年代,西方經濟得到發展,與此同時,企業間的市場競爭也開始加劇。企業為了在激勵的競爭環境下,贏得更多的顧客,開始采取一些不正當的競爭方式,出現了許多損害消費者利益的不道德行為。這是國外學者對營銷道德研究的開始。一直到20世紀90年代,由于我國經濟的迅速發展,企業面臨著國內、國外企業的雙重競爭壓力。在這種壓力下,我國企業在營銷過程中出現了許多不道德的現象。這種現象也引起了我國學者的關注,開始重視企業營銷道德的研究。我國學者對營銷道德的研究主要集中在企業營銷道德的定量化測評指標的構建以及我國企業營銷道德缺失的表現、成因和對策的研究。而對企業營銷道德與消費者行為間關系的研究文獻卻很少。由于目前我國市場上企業的營銷不道德行為屢見不鮮,嚴重損害了我國消費者的利益,也擾亂了我國市場的有序健康發展。而旅游企業由于其產品的特殊性,消費者不能先體驗后購買,信息的嚴重不對稱性,使消費者的利益更容易受到企業營銷不道德行為的影響。而且,有數據顯示我國投訴案件中有關旅行社投訴數量在逐年增長。由此可知,企業營銷不道德行為已經引起了消費者的嚴重不滿,抱怨情緒強烈。多數學者也證明了顧客滿意對顧客忠誠度的重要作用,而顧客忠誠是當代企業得以生存和發展的關鍵因素。本文通過對營銷道德、顧客滿意和顧客忠誠的相關文獻進行梳理研究,提出了本文營銷道德與顧客忠誠關系的模型,并基于學者對顧客滿意與顧客忠誠關系的相關研究成果,引入顧客滿意變量做為模型的中間變量。并提出相應假設,進行實證研究。本文最后得出結論：企業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爭因子外,其它各因子對顧客忠誠有直接影響。最后,本文為提高企業營銷道德建設提出相關政策建議。
[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.
【學位授予單位】：天津財經大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F592.6

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本文編號：2080583