民营科技企业诚信营销研究

华中科技大学博士学位论文民营科技企业诚信营销研究姓名：陈向军申请学位级别：博士专业：管理科学与工程指导教师：田志龙20051026I,,IIIIIAbstractTostrengthenthegovernofintegritybecomeanimportanttopicintherunningofourcountry’seconomy.thispaperchoosesprivate-enterpriseinhightechastheresearchobject,researchesontherunningmechanism,managesystem,andcorrelativestrategyoftheprivate-enterpriseinhightechdevelopingintegritymarketinginthewayofnormativeresearch,casestudy,andcomparativeresearchbasedonknowledgeinmanysubjectssuchasmanagement,enterprisetheory,institutionaltheory,commercialethicaltheory,systematictheory,etc.Thispaperincludesthreeparts:casestudy,theoryresearch,andcountermeasurediscussion.Thecasestudypartbringsforwardsomebasicjudgmentofpresentsituationanddefectofintegritymarketinginprivate-enterpriseinhightechbyquestionnairesurvey,fieldsurvey,andotherrelatedinformation;thetheoryresearchpartincludethecostandeffect,theenvironment,theevaluationstandardandindexsystem,andthemanagementofintegritymarketing;thecountermeasurediscussionpartanalysestheeffectivewayfortheprivate-enterpriseinhightechtoincreasetheirintegritymarketinglevelfrombothinnerandouterfacts.Inthecasestudypart,thepaperunderstandsandvalidatestherelatedproblemandestablishesthebasisforthefollowingtheoryresearch,andcountermeasurediscussionpartbypracticalresearch.Theprivate-enterpriseinhightechhaven’tenoughunderstandoftheintegritymarketing’simportance,andcan’tputintegrityintothewholemarketingprocessonitsowninitiative,whichmakeintegritymarketingkeepthe“tosaybutnottodo”status.Theintegritymarketinginmostoftheenterpriseshavetheworsemechanism,weakmanagement,andwouldbeaffectedandrestrictedbyfactsfrombothinteriorandexterior.Thispartalsoanalysestheconnotation,request,andcharacterofintegritymarketing,considersthatintegritymarketingmustbethecertainchoiceforprivate-enterpriseinhightechtodevelop.Thetheoryresearchpartemphasizesontherelatedtheoryproblemsofintegritymarketing.Itconsidersthatintegritymarketingcanbringhugeeconomic,social,andpoliticaleffecttotheenterprisedevelopment,butintegritymarketingalsoneedshugecost;theextentofintegritymarketingliesontheinteractionofinnerandouterfacts;theevaluationonintegritymarketingneedappropriatestandardandindexsystem;integritymarketingrequirestheenterprisebuilddecisionsupportmodelaccordingtointegrityrulesIVandenhancethecontrolofintegrityactivities,theenterprisealsoshouldbuildupcrisisconsciousnessandstrengthenthemanagementofvariousdishonestactivitiesinmarketing.Thistheoreticalanalyseandargumentationenrichanddevelopthemarketingtheory,andgivethetheoreticalandpracticalguideonimplementingintegritymarketingfortheprivate-enterpriseinhightech.Inthecountermeasurediscussionpart,itresearchesthespecificcountermeasureofintegritymarketinginprivate-enterpriseinhightechfrombothinnerandouterconstructiononthebasisofcasestudyandrelatedtheoryresearchpartbyusingtheideasofdialecticalmaterialismandsystemictheory.Itconsidersthatouterconstructionisakindofexternalcause,whichpromotestheenterprise’sintegritymarketingasoutercompellingforces;andinnerconstructionisakindofinternalcause,whichpromotestheenterprise’sintegritymarketingasimpetusmechanism.Itisonlybyenhancingconstructionbothtwoaspectsabovethatprivatelyrunnedtechnologyenterprisecantransformintegritymarketingformpassivetoactive.KeywordsPrivate-enterpriseinhightechIntegritymarketingIntegritymarketingenvironmentIntegritymarketingmanagementIntegritymarketingcountermeasure_____111.11.1.11[1][2]HighTechnology[3]2211992269792003123112493719924.624.7%[4]2363451996197.832002783822%[5][6]320011212128[7]20023[8]1.1.212.[9].---[10]1.1.314[11]2WTOWTOWTO3WTOWTO[12]WTOWTO1.1.41WTOWTO[13]1-151-11WTOITIBM199946161002WTOWTOWTO3WTO7WTO4WTO5WTO2APECCEO1.21.2.181.2.21231.2.31232000941.2.4121.31.3.1--101.3.21-21-21.3.3111231.41.4.1.AdamSmith1762[14].Colyan196419[15]DavidJ.Fritzche,12[16]JosephL.Badaracco,Jr.[17]RolandN.Mckean[18]StewardMacauley[19]R.T.Golembiewski[20]JohnR.Rempel[21]ArrenSchmidt[16]ScottKelley[22].-RobertD.Putnam[23]B.KlenandK.B.Leffler[24].J..B.M..[25]MaryCalbreathShurtleff13[26]Vitell,S.J.Davis,D.J.[27]Paine,L.S.[28]R.Coase[29][30][31][14].R..L.[32].D.[33]S.G.Bharadwaj126[34]J.B.McQuire[35]1984-199543514..[36]1.4.2115---2[37]1622.12.1.11[38][39][12]17[40]2Integrityauthentichonestytrustethics.L.Stephen.L.CarterIntegrityhonestyIntegrityIntegrityIntegritytrueintegrity[41].F.Integrityethic[42].[25][32].D.[35]18[43]MaryGalbreathShurtleff[26]Sackett,P.R.andCallahan,C.CamaraandSchneider[44][45]Kaptein[46]2.1.2111900--19201921921--194531946--195541956--196551966--198061981--19972[47]20[48][49][50]3[51]2188[52]2.22.2.11234225672016[53]82.2.211+1223[54]242-12-12123254579%71.3%[55]32642012060%27[56]2.32.3.1ING.GE.2.3.2AdamsJanetS.2001[57]Toffler,B.L.,28[58]FlynnGillian[59]2.3.3A.parasuramanValarieA.ZeithamlLeonard.L.BerryChristian.Gronoos[60]2.3.42.3.529[61]2.43033.13.1.112000200411200542100201007999331K3.1.23.1.3SPSS109964.5%35.5%60.4%26.7%11.9%3576.8%36-4515.2%46-557%561%22.2%25.4%15.7%6.7%28.7%1.3%3.23.2.11?2??32?3?4??5?3.2.21.[10]”13-13-186859986.9%8.1%5%100%3-186.9%13.1%2”3-23