In many aspects of personal growth, everyone must have been exposed to papers, and writing papers can improve our ability to comprehensively use what we have learned. What papers have you seen? The following are the moral marketing papers that I collected for you under the evolution of enterprise marketing concept, for reference only, and you are welcome to read them.

Abstract of moral marketing papers under the evolution of enterprise marketing concept1;

With the development of the times, the marketing concept has been continuously improved, from the earliest marketing concept centered on the interests of enterprises to the marketing concept centered on the interests of consumers, and finally to the concept centered on the long-term interests of society. It is moral marketing that truly embodies the marketing concept centered on the long-term interests of society. The implementation of moral marketing strategy and tactics will certainly promote the satisfaction of moral needs of enterprises and consumers, and promote social harmony and development.

Key words:

Marketing; Marketing concept; Evolution; Moral marketing

Marketing concept, also known as marketing concept, is the guiding ideology, thinking mode and concept to guide enterprise marketing activities. Its essence is how to deal with the interests of enterprises, consumers and society. If we attach importance to the enterprise's own interests in marketing activities, it is a marketing concept centered on enterprise interests, and if we attach importance to consumer interests, it is a marketing concept centered on consumer interests. Similarly, if we value the long-term interests of society, it is a marketing concept centered on the long-term interests of society. These three marketing concepts present the following evolution process.

1, the concept of enterprise interests as the center

This concept includes three concepts: production concept, product concept and marketing concept.

1. 1 production concept

19 At the end of the 20th century, under the background of "seller's market", the supply of products was in short supply. The products produced by enterprises are not worried about the market at all, as long as enterprises are at ease in production and improve production efficiency. Enterprises follow the concept of "what products we produce and what products we sell" in marketing. Enterprises only pay attention to the improvement of production efficiency and ignore the needs of consumers. This concept can work in a market where supply is in short supply, but once the market supply and demand situation changes and supply exceeds demand, this concept cannot successfully achieve product sales.

The product concept of 1.2 was also at the end of 19 and the beginning of the 20th century. In the process of marketing, enterprises find that sometimes goods with high product quality are easier to sell, and as long as the product quality is guaranteed, it will be profitable. Therefore, the core of enterprise marketing lies in the improvement of product quality, and we follow the concept of "we only sell high-quality products" in our operation. This concept sees the importance of product quality, but marketers fail to find that products are ultimately designed to meet some needs of consumers and help them solve some problems. Once consumers' preferences change, no matter how high their products are, consumers will not buy them. Especially in today's abundant product supply.

1.3 Promote the concept

In the 1920s and 1930s, the capitalist economy was in crisis, and many products could not be sold. At this time, many merchants found in practice that the sales of products are the result of enterprises' efforts to take some promotional measures, and the focus of enterprise marketing is promotion. The marketing concept of "we will try to sell what we produce" has been strengthened. This concept sees the important role of sales promotion and promotion in product sales, but still fails to realize that consumers buy a product because of certain demand. Or look at the problem from the perspective of the enterprise itself, not from the perspective of consumers.

2. The concept of taking the interests of consumers as the center.

By the 1940s and 1950s, the Second World War had ended. On the one hand, many military technologies have been put into civilian use, which greatly improves the production efficiency and productivity of enterprises and enables them to produce various products that meet the needs of customers. On the other hand, people cherish the hard-won peaceful environment, and western countries generally adopt the policy of "high welfare and high treatment". With money on hand, people's purchasing power has been greatly improved, and they have begun to pay more attention to their individual needs, and they can choose their favorite goods from many commodities. Buy goods that meet your individual needs, and don't buy goods that can't be met.

Consumers dominate the trading relationship between buyers and sellers. Merchants must produce products according to the needs of consumers and follow the marketing concept of "we will provide what customers need". Consumer demand is the fundamental factor that determines the supply of products. Marketing has become a process of obtaining profits by meeting the needs of consumers.

This concept affirms the dominant position of consumers and is conducive to meeting the needs of consumers. However, there are some problems with this concept. For example, blindly satisfying customer needs will lead to waste of resources and environmental pollution, and the satisfaction of consumers' temporary interests may be at the expense of the long-term interests of future generations. In addition, consumers' demands are legal, positive and unfair, and enterprises cannot meet any demands of consumers. Therefore, in the sixties and seventies, a new marketing concept was born, that is, the marketing concept centered on the long-term interests of society.

3. The concept of taking the long-term interests of society as the center.

This concept emphasizes that enterprises should first pay attention to the long-term interests of society, then consider the interests of consumers, and finally consider the interests of enterprises. The profit of an enterprise in its operation is based on meeting the long-term interests of society and consumers. So, what kind of marketing is really in line with the long-term interests of society? It's moral marketing! Moral marketing is "moral" marketing, and it is a marketing concept that promotes morality and advocates dedication. Only when everyone stresses morality and loves dedication can social wealth increase, society be harmonious and conform to the long-term development direction of society.

2 1 century, morality is the scarcest resource, and it is the duty of moral marketing to realize the satisfaction of social interests and social development on the basis of improving moral literacy. As we all know, green marketing is a marketing concept centered on the long-term interests of society. Enterprises emphasize green and ecological orientation in marketing, meet the needs of social environmental protection and consumers' green demand, and adopt green product strategy, price strategy, distribution strategy and promotion strategy. But what kind of enterprises will adopt green marketing? It must be an enterprise that cares about society and environment and has noble moral sentiments, that is to say, green marketing is also a form of moral marketing. The marketing concept centered on the long-term interests of society is finally embodied in moral marketing.

4. The concept of moral marketing

4. 1 Moral marketing is a marketing concept that really centers on the long-term interests of society.

Consumption is a process of satisfying consumers' demand by consuming commodities. Demand is a state of scarcity and a sense of scarcity in consumers' hearts, so consumption is a process of eliminating consumers' sense of scarcity by consuming commodities. If the state and scarcity in consumers' hearts are compared to a pit, goods are the landfill of this pit, and consumption becomes the process of filling the pit in consumers' hearts by buying the landfill of goods. Marketing is a process of making profits through consumers' consumption, that is, letting consumers buy our goods and bury them to make profits.

The concept of taking consumers' interests as the center pays attention to making profits by meeting consumers' needs. Is it equivalent to making profits based on landfills in consumers' minds? Does the marketing of merchants want consumers to find those "pits" that are not buried, or even to constantly dig "pits" in their hearts to achieve the purpose of profit? Does it objectively cause consumers to pursue "landfill" and "pit" and get temporary happiness through continuous possession and demand? Does this violate the marketing concept centered on the pursuit of long-term social interests? Therefore, the real marketing, the real marketing concept centered on the long-term interests of society, should be moral marketing.

Moral marketing is to change the rules of the game that consumers get temporary happiness and balance by possessing and demanding goods to be "buried", and advocate the rules of the game that they get longer and more real happiness through dedication and dedication. Moral marketing focuses on improving the moral quality of enterprises and consumers, so as to maximize the long-term interests of society, which is the embodiment of the marketing concept centered on the long-term interests of society.

4.2 the implementation of moral marketing

The implementation of moral marketing needs to be embodied by moral marketing strategy and moral marketing strategy.

4.2. 1 ethical marketing strategy ethical marketing strategy is embodied in two aspects: target marketing strategy and competitive strategy. In the aspect of target marketing strategy, enterprises need to subdivide consumers according to their different moral needs, choose the market segments with obvious moral needs as the target market, and then shape their unique moral image through market positioning, thus pointing out the direction and goal for the development of moral marketing activities. In terms of competitive strategy, in the face of competitors, businesses will focus on how to better help consumers improve their moral needs, rather than how to compete with competitors and beat them. Attach importance to cooperation with competitors, * * * will make the industry bigger and stronger, and * * * will devote itself to improving its moral cultivation and professional accomplishment.

4.2.2 Ethical marketing strategies Ethical marketing strategies can also be reflected in four aspects: product strategy, price strategy, distribution strategy and promotion strategy.

(1) Ethical product strategy. The marketing concept centered on consumers' interests holds that products meet customers' needs and solve a certain problem faced by consumers, while moral marketing emphasizes that products are the carrier of morality. Consumers choose a product, not only because it can meet their own needs, but also because it is a symbol of their moral quality improvement and represents an identification with their moral beliefs. In addition to defining the essence of products, moral marketing enterprises should also meet the moral needs of consumers in product packaging, product brand and product service.

(2) Moral price strategy. The price reflects the cost paid by consumers in the process of buying a product. The moral price strategy must be to avoid false high and true. This is a kind of price display. Avoid creating a high-end image through false high prices, so that consumers can pay for themselves, and avoid implementing differential pricing that cannot reflect the actual cost difference.

(3) Ethical distribution strategy. The distribution strategy embodies the essence that it is more convenient for customers to buy products where they are sold. In the process of determining the distribution mode, it should be determined according to consumers' preferences, so as to provide convenience for consumers to shop as much as possible. In the process of cooperation with middlemen or distributors, we also pay attention to moral principles, choose middlemen or distributors with high moral literacy, and strive to provide more value to consumers and meet their moral needs together with middlemen and distributors.

(4) Ethical promotion strategy. The essence of promotion lies in communication with consumers. Moral promotion strategy should shape and develop a good moral image in advertising, personnel promotion, public relations and promotion activities. Especially in the process of implementing the promotion strategy, we should not do everything possible to use people's greed, comparison and show off to achieve the purpose of promoting products, but strive to make consumers accept our products, because they touched their inner moral conscience in the promotion activities.

5. Conclusion

With the development of the times, the marketing concept of enterprises has been constantly evolving, from the marketing concept centered on the interests of enterprises to the marketing concept centered on the interests of consumers to the most advanced marketing concept centered on the long-term interests of society. But what really embodies the marketing concept centered on the long-term interests of society is moral marketing. Moral marketing advocates meeting people's moral needs, emphasizing that enterprises and consumers get happiness through dedication and dedication. Everyone pays attention to dedication, and everyone loves to pay, which will certainly promote social development and social harmony and truly maximize the long-term interests of society.

refer to

Duan Junping. Disciples Rules is a good soup for enterprises [J]. Modern corporate culture (early), 20 15, (04): 46-48.

[2] High combustion. A summary of the research and practice of moral marketing in China [J]. Manager, 20 15, (26): 250.

[3] Ji Feng. Analysis of Moral Marketing [J]. Shang, 2015 (10):109.

Moral marketing under the evolution of enterprise marketing concept 2 i. Ethics and customs in China's traditional legal culture

China traditional culture is rich in content, which contains many excellent elements. Our traditional legal culture is as bright as stars, such as inheriting the harmonious thought of thousands of years; Developed legislative techniques in ancient times and their specific norms; Prove the supervision system and the "five-hearing" litigation system of ancient clean government construction, as well as the comprehensive social governance model of "rule by courtesy and rule by law"; The "mixed method" mode in which written law and folk law are juxtaposed; The law-abiding concept of "there is no dignity in law" and "there is no hierarchy in punishment"; Humanism of "Cautious Punishment and Compassionate Prison" in judicature. It can be seen that China is a country with a tradition of the integration of etiquette and law, and a long-term integration of Germany and law. Many non-legal factors have long influenced the judicial trial and are still entangled. For example, habits and conventions, as important manifestations of traditional folk legal norms, have subtly influenced and constrained people's daily behavior in the past and now. In traditional China and modern China, this kind of folk legal norm is widespread. Habits and practices, as "living methods" in people's social life, are like a human landscape, from south to north and from east to west. Although their forms are different, they can be deeply rooted in the people. For the people, it seems that they are born with a lingering complex influenced by the atmosphere of habits and conventions for a long time. Strictly speaking, this folk legal norm is not "law", but it cannot be denied that it has had a practical impact on the whole society, especially in the field of daily life; That is to say, this behavior pattern and legal view accumulated in China's traditional legal system and culture has long been the preferred mode for people to adjust social relations and solve social disputes in social life. Qiang Shigong, a teacher, once investigated the debt collection cases in northern Shaanxi. Teacher Qiang said frankly: During the investigation, we can always feel that folk rules have played an important role in it. We must not turn a blind eye to folk rules. In the process of promoting the rule of law, if we can use them as a resource, it will be conducive to the rule of law. " The author comes from the countryside, and once he came home, he met such a thing: at that time, a real estate was to be sold at home, and my father asked me to draft a document. I first drew up a contract based on my knowledge, but none of the parties, including my father, admitted it. They think that in rural areas, we should use another form-Wen Yue. So I changed the contract into a contract according to the way they approved it. From this, the author vaguely feels that the habits and practices as folk norms have irreplaceable influence in civil society. As Professor Su Li clearly pointed out: "In China's pursuit of the rule of law, perhaps the most important thing is not to copy the western legal system, but to pay attention to those habits and practices that are effective in China society and may not be humble, and to those legal systems that have been proved to be effective through repeated games."

Second, the influence of ethics, customs and habits on judicial trial.

It should be recognized that in judicial trial, ethics and customs should adhere to the principle of limited application under strict conditions, which should not only supplement the law, but also overcome the limitations of written law and safeguard legal justice. It is also necessary to prevent judges from subjectively and wantonly infringing on judicial justice.

First of all, the application of ethics and customs in judicial trials is mainly the application of the principle of public order and good customs in the civil field. As one of the important basic principles of civil law, the principle of public order and good customs should be explained as follows: first, public order refers to public order, which refers to the general order necessary for the existence and development of a country and society; Secondly, good custom refers to good custom, which refers to the general morality necessary for the existence and development of a country and society. Public order and good customs mean that the behavior of civil subjects should abide by public order and good customs, and must not violate the public order of the country and the universal morality of society. It is a general term for public order and good customs, and it is restricted from outside the law on the basis of legal freedom. At the beginning of the formulation of civil law, the principle of public order and good customs restricted the freedom of contract, but today, the principle of public order and good customs is regarded as the same principle as the principle of good faith in the field of private law: the exercise of rights and the performance of obligations in private law must be within this range before it can be regarded as legal. The principle of good faith is to adjust and repair the rights and interests between the parties from the inside of the law on the basis of legal freedom, while public order and good customs restrict it from the outside on the same basis.

Secondly, the application of the principle of public order and good customs has a positive impact on judicial trial: it supplements the written law and safeguards the just value of the law. On the one hand, the statute law has limitations and lags behind: it can't make exhaustive provisions on the complexity, diversity and unpredictability of social life, especially civil behavior. Therefore, it is necessary to introduce ethics and customs to fill the gap in written law, which is particularly important in the civil field. On the other hand, ethics and customs themselves reflect the pursuit of justice value by law and the influence and restriction of the whole society on individual behavior. It means that man is not only an individual, but also a subject with social responsibility and social obligation. As far as civil activities are concerned, it is to observe public order and good customs.

Thirdly, the application of the principle of public order and good customs has a negative impact on judicial trial: because of the high uncertainty of ethics and customs, and because this principle contains the factors of judges' discretion, it is entirely possible for judges to violate the written law and infringe on judicial justice in the name of the principle of public order and good customs. Therefore, its application must be strictly restricted, and at least the following two conditions must be met: First, in fact, there must be situations involving social public order and good customs. Second, in legislation, there must be vague or unspecified legal provisions; Third, the judgment standard depends on the individual case, but generally speaking, it should be a social standard rather than an individual standard, and it should come from the public's approval, not just the judge's inner verification.

In short, the principle of public order and good customs has been introduced into judicial trials. On the one hand, it overcomes the limitations of written law and maintains legal justice; On the other hand, due to the subjective arbitrariness of judges, judicial justice may also be violated. We should adhere to the dialectical attitude and the principle of limited application under strict conditions.

References:

Zhu Suli. Rule of law and its local resources [M]. Beijing: China University of Political Science and Law Press, 1996.

[2] Zhu Suli. Send France to the countryside —— Research on the Basic Judicial System in China [M]. Beijing: China University of Political Science and Law Press, 2000.

[3] Qu Tongzu. China law and China society [M]. Beijing: Zhonghua Book Company, 2003.

[4] Xu Xianming. General theory of civil rights and obligations [M]. Beijing: People's Publishing House, 199 1.

[5] Xu Zhongxin. The basic spirit of China's legal tradition [M]. Jinan: Shandong People's Publishing House, 200 1.

This is Hua Qin. Legal transplantation and legal localization [C]. Beijing: Law Press, 200 1.

[7] Lin Hong, Li Shiyu. History of Chinese legal system [M]. Beijing: China Democracy and Legal System Publishing House, 2006.

[8] Xian Yi. History of Chinese legal system [M]. Beijing: Higher Education Press, Peking University Press, 2000.

Moral marketing under the evolution of enterprise marketing concept Part III 1. Analysis on the main factors affecting the marketing ethics level of Chinese enterprises

(A) the internal market factors that affect the marketing ethics of enterprises in China

1. As we all know, market factors refer to the market development trends such as the development degree of enterprise market system, the actual development degree of enterprise market mechanism and the supply and demand situation of the corresponding enterprise market under the basic conditions of China's corresponding social and economic development. When the enterprise market system is gradually mature and the enterprise market mechanism is gradually improved, both fair competition in the enterprise market and the honest trading principle of the corresponding enterprise production will have certain development space. It should be emphasized that when the supply exceeds demand in the enterprise market, the competition in the enterprise product market will become increasingly fierce, and the competitive behavior of enterprise products will be concerned by related enterprises and restricted by consumers. At this time, if the enterprise market factors are reasonably optimized, it will provide a better market environment for China's enterprise market to influence the construction of moral capital.

2. On the contrary, the imperfect enterprise market system and relatively imperfect enterprise market mechanism are also one of the key elements in the market factors, and the equivalent exchange of products and fair competition of enterprises are gradually transformed into distorted meaning and inverted essence. On the other hand, when the enterprise market is in short supply, all products produced by the enterprise have a market. At this time, the market competition is declining. This kind of inferior enterprise market factor will, to a certain extent, cause some enterprises to engage in immoral market product competition through product monopoly, regardless of the economic interests of peers and the interests of consumers.

(B) the cultural factors that affect the marketing ethics of enterprises in China

It should be understood that we should pay attention to cultural cultivation and improve the cultural quality of enterprise production when constructing enterprise marketing ethics. No matter what kind of enterprise, in the specific social and cultural survival and development, it will be restricted and influenced by the relevant social culture to a certain extent. It is a common phenomenon that some enterprises have high cultural quality, can effectively identify beauty and ugliness, moral immorality and decadent civilization, can effectively resist and restrict decadent culture, and will shape excellent culture on the basis of absorbing excellent social enterprise culture to achieve the main purpose of improving the marketing ethics of enterprises.

Two, analyze and discuss the main countermeasures to improve the marketing ethics of grass-roots enterprises.

1. Establish and improve relevant laws and regulations, and then establish supervision agencies, inspection agencies and law enforcement agencies on this basis. The more correct way is to enhance consumers' awareness of self-consumption protection and strengthen the construction of mass consumption structure group system. At present, most consumers in China are weak in self-protection awareness and lack of product consumption awareness, and consumers do not know how to protect their rights and interests. Therefore, it is necessary to strengthen the publicity of consumers' awareness of consumer rights protection, so that consumer rights protection associations can play their basic role in this consumption process while protecting their own group dramas.

2. Establish the social marketing practice concept of the people's weight groups, and on this premise, pay attention to creating a good marketing ethics atmosphere for China enterprises. The purpose of this paper is to ask the broad masses of people to establish a scientific and reasonable concept of social marketing, and on this basis form a good corporate marketing moral atmosphere. The basic idea of modern social marketing holds that in the process of constructing enterprise marketing ethics, we should weigh the main needs of consumers and long-term interests as well as the interests of related enterprises, including the cultivation of human nature concept, the establishment of consumer consumption concept and the input of corresponding ecological compulsory concept. The essence of what we usually call China enterprise marketing ethics is to coordinate the interest relationship between the basic interests of product manufacturers and consumers and the corresponding social interests. To sum up, enterprises should follow China's socialist marketing ethics while pursuing their own interests, and should also take meeting the needs of consumers as their main production and marketing objectives.

Third, the conclusion

Broadly speaking, China's marketing activities are a basic social behavior of China enterprises. What needs to be understood is that no matter what kind of enterprise marketing type and enterprise marketing behavior, whether the specific social evaluation standard is reasonable or not, a scientific and effective evaluation standard and evaluation strategy are needed. In other words, the integration of evaluation criteria is what we usually call marketing ethics. In view of the present marketing situation of enterprises in China, this paper analyzes and expounds the problems existing in the marketing ethics of enterprises in China in detail, and probes into the concrete implementation countermeasures, hoping to contribute to the development of the marketing industry in China.

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