摘要
本文针对目前企业营销活动中诚信缺失的现状,通过分析企业与消费者、竞争者、政府之间的博弈,总结了企业不诚信营销现象存在的主客观条件,得出有限博弈容易导致不诚信的结论,并提出政府应通过健全法制法规、利用声誉机制、培育诚信文化来引导企业诚信营销。
This article views an enterprise as an economic person .By analyzing the games between enterprises and customers, competitors, government, the author finds both subjective and objective factors resulting in the incredibility in marketing and draws the conclusion that the limited number of games leads to the lack of credibility in marketing. Then the author proposes that government should lead enterprises to the road of credible marketing by drawing up perfect laws and using fame system and credible culture.
出处
《经济管理》
CSSCI
北大核心
2007年第20期14-17,共4页
Business and Management Journal ( BMJ )
关键词
诚信
营销
博弈
credibility
marketing
game
