This paper discusses the necessity of implementing honesty marketing in enterprises, and expounds the problems existing in honesty marketing in Chinese enterprises and puts forward the methods to solve them.

Specially studied the marketing implementation.

Keywords honesty; Integrity marketing; tactics

First, the inevitability of the development of corporate integrity marketing in China

1. Integrity marketing is an inevitable requirement of social progress.

With the progress of society, people's moral level is constantly improving, which is generally recognized at present.

At present, the most fundamental criterion of marketing ethics should be to maintain and promote the long-term development of the whole society and people.

Far interest. To achieve this, the implementation of integrity marketing is the core link. To the maximum extent.

Meeting the needs of consumers and the long-term interests of society is also for the survival of enterprises themselves.

It is an inevitable requirement for enterprises to implement honest marketing.

2. Honesty marketing is an inevitable constraint for enterprises to implement sustainable development strategy.

To achieve sustainable development, the implementation of honest marketing is a very effective way.

Through the implementation of honest marketing, enterprises are forced to do their best from the perspective of consumers' physical and mental health at all times.

Pay attention to the health of consumers, at the same time, strive to reduce and avoid environmental pollution, and pay full attention to the natural ecology.

Balance, protect and save natural resources and safeguard the long-term interests of human society. Therefore, the real

Implementing sustainable development strategy forces enterprises to implement honest marketing.

3. Honesty marketing is the inevitable result of standardization of market competition.

Due to the rapid development of productivity and the rapid improvement of production efficiency, a buyer's market has appeared in the market.

Field, so the market competition is very fierce. In such fierce competition, especially our country is under construction.

In the early stage of socialist market economy, under the condition that the legal system construction is not perfect, all kinds of enterprises

In order to survive and develop, in order to occupy a place in the market, they have tried their best in marketing.

Number, even used such as treat, gifts, kickbacks, bribery, tying, stealing business information, deliberately derogatory and other means.

● Competitor's advertisements and other unfair competition means.

4. Honesty marketing is a powerful weapon for enterprises to occupy the market.

Any enterprise can maximize market share as one of its marketing goals.

One. However, how can enterprises increase their market share? Different enterprises have different.

Trick. In the current fierce market competition, consumers have more choices.

With consumers becoming more rational and mature, and with the continuous improvement of family income and consumption level,

It is bound to become a trend to choose operators with good reputation and strong integrity.

Secondly, there are some problems and their causes in the honest marketing of Chinese enterprises.

1, some problems in corporate integrity marketing in China.

(1) The enterprise has not established the concept of good faith that meets the requirements of market economy. Some enterprises forget profits.

Righteousness, eager to get rich, not bound by business ethics, abandoned the tradition of honest business, by hook or by crook.

The relentless pursuit of profit has led to all kinds of fraudulent behaviors that harm the interests of consumers in commercial activities.

(2) unclear property rights. Unclear property rights, enterprises do not need to be responsible for their own actions,

Its behavior is necessarily short-term, and naturally it will not pay attention to integrity.

(3) Information asymmetry. As far as information is concerned, consumers are vulnerable groups, while enterprises can

In order to take advantage of this advantage to engage in activities that harm the interests of consumers.

(4) The policy is changeable and local protectionism is serious. Some relevant government departments, especially one

Some local governments directly intervene in the behavior of enterprises by administrative means for the need of local protection.

Opening and protecting the dishonesty of local enterprises has contributed to the dishonesty of enterprises.

(5) The legal environment is not perfect. At present, the current legal environment in China is: for those who do not pay attention to honesty,

Poor supervision and punishment of enterprises, failure to abide by laws and lax enforcement objectively condone the losses of enterprises.

The act of believing.

2. Analysis of the reasons for the lack of corporate integrity marketing in China.

With the development of market economy, people pay more and more attention to honesty, which is realistic.

In economic life, some enterprises have a lot of honesty problems. The Lack of Honesty Marketing in China Enterprises

The main reasons are as follows:

(1) The development of market economy is still immature: the market economy takes material interests as people's behavior.

The driving mechanism is profit-seeking economy, which is easy to breed fraudulent management. Do a lot, do a little and do nothing.

Inaction is the essential performance of market economy profit. Therefore, the market economy has its positive side.

Face also has its negative side.

(2) Morality is easy to get out of control: Morality is the sum of behavioral norms. What enterprises provide for society is

The quality and quantity of products are closely related to people's physical and mental health. Provide more for society

Better products inevitably require members of the organization to establish a people-oriented concept and integrate external moral principles.

Then internalize it into your own moral quality and self-requirement.

(3) Enterprises pursue short-term interests too much: Facts have proved that huge advertising investment can indeed bring.

Achieve an "earth-shattering" effect. However, any successful brand must have high popularity and loyalty.

Integrity support. The short-term vigorous publicity of enterprises only enhances brand awareness, but it does not.

To enhance brand loyalty, brand loyalty needs historical precipitation, which is a long-term knot.

The sublimation of crystal has a long process.

(4) Information asymmetry leads to enterprise dishonesty: under the condition of information asymmetry, single operation.

Insisting on honesty can be regarded as a risk. In other words, information asymmetry is limited.

In the game, neither side has an honest motive. Cheating and running away are limited information asymmetry.

Common phenomena in game state. Only when the information is smooth and the game is repeated can the integrity camp be established.

Mechanism of sales.

Third, the implementation of integrity marketing strategy.

1, the strategy that the government should adopt.

The environmental construction of honest marketing should start from two aspects: moral foundation and system construction guarantee.

Solve. Details are as follows:

(1) Establish the integrity consciousness of enterprises. Integrity can win more partners for enterprises and create

Create more business opportunities and economic benefits. Enterprises can only be sincere if they take the interests of consumers as the center.

Honest and trustworthy, do not deceive consumers.

(2) Clarify the property right system. The basic function of property right system is to provide a stable forecast.

Period and repeat the rules of the game, so the property right system is the basis and guarantee for establishing integrity.

(3) Establish a credit and information transmission system. We must change the current situation of poor credit environment in enterprises.

On the surface, it is necessary to establish a smooth credit and information transmission system. Make it impossible to speak by disclosing honest information.

Honest enterprises lost the market and were eventually eliminated.

(4) standardize government behavior and combat local protectionism. Let the enterprise be stable in the future

It is expected that we should accelerate the transformation of government functions, separate government from enterprise, and avoid direct government intervention.

Trading behavior.

(5) Improve laws and regulations and increase punishment. Enterprises don't stress honesty, which hurts consumers.

When it comes to rights and interests, consumers can use the law to get back their rights and interests, so that enterprises that don't talk about integrity pay the price.

2. Strategies that enterprises should adopt.

(1) Product integrity. In a broad sense, products include tangible entities and intangible.

Service and product quality are the life of an enterprise, so the performance, life and safety of products are required.

All indicators are in line with national technical standards or industry standards.

(2) Price integrity. Price is an effective weapon and a double-edged sword for enterprises to win the market.

Sword, used well, can promote the development of enterprises, but not used well, which will make enterprises get into trouble soon.

Conditions. In the era of fierce market competition, many enterprises use all kinds of false preferential prices and discounts.

Cheat consumers on price, processing price, sales price and export-to-domestic price.

(3) Distribution integrity. Enterprises with popularity, reputation and loyalty will open up the situation.

Product sales, but to achieve normal sales can not be separated from smooth channel management, so enterprises

We should not only establish good relations with consumers, but also establish long-term good cooperative relations with distributors.

In the process of product circulation, production enterprises should establish long-term good relations with circulation enterprises (distributors).

Partnership, the establishment of partnership needs honesty to maintain.

(4) Promote honesty. Since the reform and opening up, with the development of market economy, enterprises have improved.

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A preliminary study on enterprise's honest marketing: New West of Management, 2009.02.

The activity is very active. However, some enterprises have some irregular behaviors in the promotion activities.

Mainly concentrated in five aspects: first, false propaganda; Second, price fraud; The third is to restrict consumers.

Legal rights and interests; Fourth, lack of safety management measures; Fifth, it violates business ethics and operates anti-society.

Promotion activities of good customs.

3, employee integrity

Employee integrity means that employees of an enterprise, including senior managers of the enterprise, should follow the requirements of integrity.

Do things and participate in the construction of corporate integrity. Business leaders and all employees should keep learning.

Xi firmly establishes the concept of honesty and puts it into concrete actions: first, provide

Integrity products and services, resolutely resist the behavior of enterprises that do not conform to integrity, and actively promote.

Report, do not produce and sell inferior products, do not pollute the environment, and do not provide false certificates. The second one is

For the products and services of this enterprise. We must buy and use them in person, especially the management of the enterprise.

Management, first of all, must shape itself into a loyal customer of the enterprise.

4. Strengthen the construction of marketing ethics and build a marketing integrity culture.

Honesty and trustworthiness is one of the important contents of China's traditional culture, which requires people to treat others sincerely and match words with deeds.

Consistent. Confucius once pointed out that "if you make friends, you have faith" and "if you believe, you have responsibility". In contemporary China

In this context, honesty is a particularly scarce resource, which can enhance the competitiveness of enterprises and establish a good

Corporate image, effectively attract customers. Therefore, enterprises should strengthen occupation in the marketing process.

Practice morality, be loyal to their duties, treat others with integrity, serve with integrity, establish the concept of integrity and build an enterprise.

Corporate marketing integrity culture. However, the construction of a clean and honest culture is a systematic project, which cannot be achieved overnight.

What can be built takes time and years of persistence, people-oriented, and honesty is more important than Thailand.

Mountain, responsible for the people, responsible for the country. In the construction of marketing integrity culture, we should pay special attention to enterprises.

Cultivate the integrity consciousness and the concept of integrity management of senior leaders.

Four. conclusion

Any enterprise that does not attach importance to honest marketing will not have lasting motivation. And business.

If you don't create your own credit advantage, you can't form lasting competitiveness. At the same time, due to

The progress of society, the requirement of enterprise's survival and development, the arrival of surplus economy and market competition.

Intensified, coupled with the strengthening of consumers' awareness of self-protection, business operators have established the theory of honest marketing.

Read and formulate relevant policies that suit you, and use these policies to guide the production and business activities of enterprises.

Become an inevitable trend.

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