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<span id="3ofl9yp" class="sp2 c6 fl">時(shí)間：<time class="fxtime">2015-12-01 15:02:01</time></span> <span id="psbajza" class="sp1 c6 fl"><em id="zuozhe" class="noshow">耀聰</em><em class="user_id noshow">662</em>由 <em class="nickname"></em> 分享</span> <span id="ty39iqz" class="fl arc_btn"></span> </div> </div> </div> <div id="chct2db" class="y_ju"></div> <div id="mypz0o9" class="con_article con_main" id="contentText"> <p> 　　道德是支撐人類和諧走下去的隱形規(guī)則,其實(shí)已經(jīng)滲透到我們生活中的每一個(gè)地方,更何況營(yíng)銷作為商業(yè)社會(huì)的一個(gè)重要主體。事實(shí)上,人們爭(zhēng)辯的核心在于道德倫理在每個(gè)人心里的尺度不同而已，那么商業(yè)生意如何轉(zhuǎn)變?nèi)诵陨猓?/p><p> 　　學(xué)術(shù)造假事件不斷推陳出新;張悟本大師轟然倒塌;唐駿學(xué)位“造假門”，牽出一群造假名人……如果這些造假行為應(yīng)該受到法律的制裁，那么，鳳姐等靠惡俗搏位被認(rèn)定為低俗，江蘇衛(wèi)視《非誠(chéng)勿擾》一度被迫停播自檢，顯然是受到了倫理的制裁。但是，大眾有一種扭曲的需求，那就是獵奇、偷窺、找樂(lè)子，這些市場(chǎng)需求得到滿足以后，還說(shuō)人家營(yíng)銷沒(méi)倫理，這有道理嗎?</p><p> 　　道德是支撐人類和諧走下去的隱形規(guī)則，其實(shí)已經(jīng)滲透到我們生活中的每一個(gè)地方，更何況營(yíng)銷作為商業(yè)社會(huì)的一個(gè)重要主體。事實(shí)上，人們爭(zhēng)辯的核心在于“道德倫理”在每個(gè)人心里的尺度不同而已，而不是要不要“營(yíng)銷倫理”這個(gè)層面。所有的道德約束，其實(shí)源自于每個(gè)人對(duì)自己人性高度的要求，根據(jù)這個(gè)本質(zhì)動(dòng)能，可以將營(yíng)銷倫理分為三個(gè)層次：</p><p><strong>　　第一個(gè)層級(jí)是：隨波逐流型</strong></p><p> 　　這類人更多是站在自己生存發(fā)展的角度來(lái)思考問(wèn)題。他們認(rèn)同世俗意義上商業(yè)的成功就是完美的人生。正因?yàn)榇?，他們?huì)主動(dòng)迎奉社會(huì)規(guī)律，必要時(shí)會(huì)向一些缺乏道德規(guī)范的行為妥協(xié)，從而接受賄賂、炒作、圍標(biāo)等商業(yè)潛規(guī)則。</p><p> 　　他們并非大奸大惡，大體行為還是在社會(huì)基礎(chǔ)道德范疇之內(nèi)，而這種最為基礎(chǔ)的道德規(guī)范，其實(shí)已經(jīng)接近法律約束的邊緣。他們基本上能做到誠(chéng)信經(jīng)營(yíng)，與人為善，注重合作伙伴之間的關(guān)系、供應(yīng)商之間的關(guān)系等等。</p><p> 　　隨波逐流型的營(yíng)銷人是目前社會(huì)的主要構(gòu)成，他們每個(gè)個(gè)體都沒(méi)錯(cuò)，但這是一股下墜的力量。道德不可能一天崩潰，但日積月累的妥協(xié)終究會(huì)走到潰敗的邊緣。而那時(shí)，這個(gè)結(jié)果人人有份。</p><p><strong>　　第二個(gè)層級(jí)是：良心使命型</strong></p><p> 　　與上一類人最大的差別是，這類人能認(rèn)識(shí)到經(jīng)營(yíng)的成功不完全等同于做人的成功。他們骨子里對(duì)人性的提升有所要求。們?cè)谧鼋?jīng)營(yíng)的同時(shí)，有著很強(qiáng)的社會(huì)使命感，他們會(huì)用道德和價(jià)值觀來(lái)度量自己所做的事情。比如，他們?cè)诮?jīng)營(yíng)時(shí)能堅(jiān)持自己的做人原則，不會(huì)因?yàn)槔娑蜻`反道德的事情妥協(xié)，相反，他們更樂(lè)于為社會(huì)付出。因?yàn)檫@才是他們安心的人生。</p><p> 　　他們也不在少數(shù)，其中有些人是用做人原則來(lái)默默堅(jiān)持，甚至是守候，還有些人喜歡用公益和慈善行為，來(lái)詮釋自己的生命價(jià)值。這種善意和捍衛(wèi)道德的堅(jiān)持，也并非是所有人都認(rèn)同的。非但如此，他們很多時(shí)候還會(huì)被誤會(huì)或曲解，被指責(zé)成頑固不化、沽名釣譽(yù)……但善良的種子總是彌足珍貴。而評(píng)頭論足卻是信手拈來(lái)。</p><p><strong>　　第三個(gè)層次是：頂天立地型</strong></p><p> 　　真正的良心是一顆有大智慧的善心，是不求回報(bào)的付出，是真正的大舍大得，舍去的是物質(zhì)甚至是所謂的情誼，而得到的是完美的人格。具備這樣情懷和抱負(fù)的人才稱之為頂天立地型，因?yàn)檫@是道德規(guī)范的終極高度。</p><p> 　　“求名要求萬(wàn)世名，求利要求天下利”。他們追求的是超越時(shí)空觀的成功。一切對(duì)大眾產(chǎn)生傷害的，對(duì)人性產(chǎn)生不正面影響的致富之道，可能進(jìn)不了他們的法眼。他們不會(huì)去經(jīng)營(yíng)煙草，即便這里有無(wú)窮的利潤(rùn);他們不會(huì)去做讓人沉迷的游戲，不會(huì)去壟斷，更不會(huì)去荼毒生靈……總之，他們?nèi)诵缘墓馊A會(huì)掩蓋那些對(duì)財(cái)富的躁動(dòng)。因?yàn)樗麄兩钪?，?cái)富的擁有對(duì)人生而言，不過(guò)是你代為保管而已。</p><p> 　　現(xiàn)實(shí)中，這類型的人往往是不多見(jiàn)的。因?yàn)樗麄儾幌窀２妓拱駟紊系呢?cái)富巨子那么讓人敬仰，也不像經(jīng)濟(jì)論壇中的學(xué)者那樣閃光。他們無(wú)法進(jìn)入大眾的視野，但事實(shí)上他們都默默無(wú)聞存在著。并且，他們每天也在做生意，做大生意，做營(yíng)銷人性道德的生意。</p> </div> <div id="afn3jbj" class="y_ju"></div> <div id="u4whxsk" class="pnum"> <ul id="page_slice"> <div id="i3my3ko" class="clear"></div> </ul> </div> <a href="/lhdoc/index.html?url=//lpo831.com/chuangye/guanli/yunying/342519.html" class="download_word download_word_lb" title="文檔下載" target="_blank"> <div id="mqagg3a" class="download_card"> <div id="c9fw9wv" class="card_nr card_nr_lb"> <h4 class="card_bt">商業(yè)生意如何轉(zhuǎn)變?nèi)诵陨?/h4> <div id="psa8gnv" class="download_card_msg">道德是支撐人類和諧走下去的隱形規(guī)則,其實(shí)已經(jīng)滲透到我們生活中的每一個(gè)地方,更何況營(yíng)銷作為商業(yè)社會(huì)的一個(gè)重要主體。事實(shí)上,人們爭(zhēng)辯的核心在于道德倫理在每個(gè)人心里的尺度不同而已，那么商業(yè)生意如何轉(zhuǎn)變?nèi)诵陨猓?學(xué)術(shù)造假事件不</div> </div> <div id="9zf8nne" class="download_card_btn download_card_btn_lb"> <div id="xkqh9yp" class="content_box_tj"> <span>推薦度：</span> <img src="http://lhpay.gzcl999.com/static/doc/images/pc/icon_star.png" alt=""> <img src="http://lhpay.gzcl999.com/static/doc/images/pc/icon_star.png" alt=""> <img src="http://lhpay.gzcl999.com/static/doc/images/pc/icon_star.png" alt=""> <img src="http://lhpay.gzcl999.com/static/doc/images/pc/icon_star.png" alt=""> <img src="http://lhpay.gzcl999.com/static/doc/images/pc/icon_star.png" alt=""> </div> <div id="waj9mut" class="downlod_btn_right demo_tc downlod_btn_right_lb"> <em class="downlod_icon"></em>點(diǎn)擊下載文檔<span>文檔為doc格式</span></div> </div> </div> </a>  </article>  <div id="ol9qddl" class="list_hot ar_related bj_mt20 louti"> <h4 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