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儒家伦理,博大精深,是中华民族传统文化的精髓所在。在对儒家学说深刻认识、充分理解的前提下取其精华、去其糟粕,建立现代营销道德,意义十分重大。文章在研讨伦理、道德与营销观念的基础上,强调正确对待历史遗产,探索儒家伦理与市场营销耦合,分析营销道德缺失的主要原因,对汲取儒家伦理精华、建立现代营销道德提出了基本设想。
Confucian ethics, broad and profound, is the essence of Chinese traditional culture. Under the premise of a profound understanding of and understanding of Confucianism, taking its essence, going to its dregs and establishing a modern marketing morality are of great significance. Based on the study of ethics, morality and marketing concepts, the article emphasizes the correct treatment of historical heritage, exploring the main reasons for the combination of Confucian ethics and marketing, and analyzing the lack of marketing ethics. It puts forward the basic assumptions of drawing the essence of Confucian ethics and establishing the modern marketing ethics.