摘要
营销道德的缺失干扰了人们正常生活,阻碍了社会健康发展,诚信成为当今社会一个热点问题。从信息不对称理论看,当今营销道德的失范,经济人动机是诱因,信息不对称是必要条件,失范的营销活动不仅损害了消费者的利益,而且也劣化了资源配置,因此应采取相应措施加以治理。
The loss of marketing morality interrupted our daily life, hinders the development of the society, so credibility became a hot topic in current society. In the light of the theory of information asymmetry, the loss of marketing morality is due to economic man on condition of information asymmetry. The loss of marketing morality damaged not only consumers＇ interest but also resource allocation, so relevant measures should be taken to control it.
出处
《商业研究》
CSSCI
北大核心
2008年第11期169-172,共4页
Commercial Research
基金
2005年度河南省哲学社会科学规划项目<消费结构升级与河南战略资源调整研究>的部分内容
项目编号:2005FJJ030
关键词
信息不对称
营销道德缺失
治理措施
information asymmetry
marketing morals flaw
governmental measures
