旅游企业的营销道德建设研究.doc

摘要:随着市场经济的不断发展，公众对企业营销道德问题越来越重视。营销道德指的是企业营销活动过程中应遵守的道德规范和标准。企业营销行为是否符合道德标准就是通过本企业所制定的营销道德来体现。本文在分析了关于国内外关于旅游企业营销道德的研究后，分析了旅游企业营销道德价值取向，包括旅游产品安全健康、旅游营销信息对称、旅游产品定价合理、售后服务优良这几个方面；然后分析了影响旅游企业营销道德的因素，主要因素有旅游企业文化方面、旅游企业产品方面、旅游产品定价方面。再分析了旅游企业营销道德缺失表现，主要有：提供安全性程度较低的旅游产品、设计与传播严重失真的旅游广告、采用掠夺性价格和欺诈性价格等价格形式、采取不道德的竞争手段、负面引导旅游消费者需求。最后提出加强旅游企业营销道德建设的具体建议，主要在三方面提出：旅游企业文化方面、旅游企业产品方面、旅游产品定价方面。

关键词：旅游业 旅游企业 营销道德

Abstract:With the continuous development of market economy, the public to the enterprise marketing ethics problems become more and more attention. In the process of marketing ethics refers to the enterprise marketing activities should be abide by the code of ethics and standards. Enterprise marketing behavior whether to conform to the moral standard is drawn up by the enterprise marketing ethics to reflect. Based on the analysis about the domestic and foreign research on tourism enterprise marketing ethics, analyzes the tourism enterprise marketing ethics value orientation, including safety and health tourism products, tourism marketing, information symmetry, tourism products reasonable price, excellent after-sales service, these a few respects; And then analyzes the factors influencing the tourism enterprise marketing of morality, the main factors of enterprise culture of tourism, tourist enterprise products, tourism product pricing. Then analyzes the lack of tourism enterprise marketing ethics, mainly include: provide with low levels of tourism products, design and safety transmission serious distortion of tourism advertising, adopt predatory prices and fraudulent price form, take immoral means of competition, negative guide tourism consumer demand. Finally put forward concrete Suggestions to strengthen the construction of the tourism enterprise marketing ethics, mainly in three aspects: the enterprise culture of tourism, tourist enterprise products, tourism product pricing.

Keywords：Tourism；Tourism enterprises；Marketing ethics