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題 名 | 孔子儒學行銷觀之解析研究=The Research and Analysis of Confucius' Marketing Concept |
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作 者 | 黃振誼; 林肯仲; | 書刊名 | 中華管理發展評論 |
卷 期 | 4:2 2015.12[民104.12] |
頁 次 | 頁25-39 |
分類號 | 496.5 |
關鍵詞 | 行銷觀; 孔子; 論語; Marketing concept; Confucius; Confucian analects; |
語 文 | 中文(Chinese) |
中文摘要 | 科技文化進步之現代,各項事務有賴行銷推動暨增加其價值,然部分企業或個人不免落入唯利是圖之狀況而影響社會福祉。然行銷其促進價值之交換,確有其精到之處。本研究透過文獻分析法將行銷相關理論以及儒家思想的代表者-孔子文獻的回顧、分析與歸納,由孔子思想中探尋行銷的理想、觀點及作法,獲致建議如下:一、核心價值串聯,形塑美好願景:企業應具備核心理念,貫徹到所有面向,擬定系統性的管理暨行銷活動以達願景。二、建立學習型組織,厚植定位實力:企業組織欲厚植實力,形成差異,學習型組織必不可少,在成員不斷學習與互動中,以尋找出「做不同的事」還是「獨特做事方法」的定位策略。三、真誠行銷態度,創造顧客價值:推廣行銷,若能「真誠」以顧客最大福祉為先,感動顧客由被動為主動,達成滿意的價值交換。四、社會責任當先,良心道德為依歸:行銷的過程中,應考慮社會責任,萬不可悖離社會規範,落於捨本逐利而喪失組織良好形象。 |
英文摘要 | With the progress of information technology, many activities are promoted to be value added. However, parts of business and people are misled to profit center so that influencing social welfare. Even though, the core value of marketing is still useful for promoting some kind of values. This research tries to apply marketing concepts to Confucius’s thoughts by literature review and analysis. The findings are as follows: 1. Value establishment by integrating core values: business should equip with core values so that marketing activities can be carried out with consistency. 2. Positioning by learning organization: learning organization can be formed by constant group learning trying to do something different, which is so called only and unique one positioning strategy. 3. Customer value created by sincerity marketing: satisfaction exchange is created by touching customers with proactive. 4. Social responsibility and morality should be followed: marketing activities should be not deviated by social guidelines and misled by wrong values. |
本系統中英文摘要資訊取自各篇刊載內容。