论和谐营销

论和谐营销

摘要    和谐营销是指企业以和谐观作为企业营销活动的核心理念，在生产经营过程中以统筹企业、消费者和社会三者利益关系为核心进行全面、协调的营销，以实现企业与消费者、企业与社会环境的和谐发展，从而使企业走上可持续发展的道路。和谐营销有助于推进中国营销理论的创新与发展、有助于推动社会主义市场经济健康有序发展、利于促进我国和谐社会的发展。但是，我国目前在实施和谐营销中还存在一些困难：就企业自身而言，开展和谐营销的动力不足；就社会环境而言，以利润为主要指标的企业评价体系不利于和谐营销战略的实施；就制度环境而言，缺乏建设和谐营销的相关激励机制和监督机制。因此，在我国构建和谐营销必须充分调动社会各界的力量，积极发挥各级政府、社会公众、行业及消费者的作用。为构建和谐营销创造良好的氛围，在全社会实现和谐营销。

关键词  和谐社会；和谐营销；竞争营销
On the Harmonious Marketing

Abstract   Harmony is the summary of the marketing concept of a harmonious enterprises as the core of the enterprise marketing concept, in the process of production and management to co-ordinate business, consumer and social interest relations between the core conduct a comprehensive, coordinated marketing to consumers and enterprises, Business and social environment of the harmonious development of enterprises so that the path of sustainable development. Harmonious marketing will help promote the theory of marketing China's innovation and development of the socialist market economy, promote a healthy and orderly development, and conducive to the promotion of a harmonious society in China. However, the current harmony in the implementation of marketing there are still some difficulties: on their own, to carry out the marketing power less than harmonious; on the social environment, in order to profit as the main indicator of business evaluation system is not conducive to harmonious implementation of the strategy of marketing; On the institutional environment, lack of marketing the building of a harmonious related incentives and monitoring mechanisms to strengthen the incentive theory. As a result, in our marketing to build a harmonious society must mobilize all sectors of the forces, they play at all levels of government, the public, industry and consumers, for the building of a harmonious marketing to create a good atmosphere in the whole society to achieve a harmonious marketing.

Keywords: Harmonious society; Harmony marketing; Marketing competition

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】