The Research On Integrity Marketing Of Private-enterprise In High-tech

To strengthen the govern of integrity become an important topic in the running of our country's economy. this paper chooses private-enterprise in high tech as the research object, researches on the running mechanism, manage system, and correlative strategy of the private-enterprise in high tech developing integrity marketing in the way of normative research, case study, and comparative research based on knowledge in many subjects such as management, enterprise theory, institutional theory, commercial ethical theory, systematic theory, etc. This paper includes three parts: case study, theory research, and countermeasure discussion. The case study part brings forward some basic judgment of present situation and defect of integrity marketing in private-enterprise in high tech by questionnaire survey, field survey, and other related information; the theory research part include the cost and effect, the environment, the evaluation standard and index system, and the management of integrity marketing; the countermeasure discussion part analyses the effective way for the private-enterprise in high tech to increase their integrity marketing level from both inner and outer facts. In the case study part, the paper understands and validates the related problem and establishes the basis for the following theory research, and countermeasure discussion part by practical research. The private-enterprise in high tech haven't enough understand of the integrity marketing's importance, and can't put integrity into the whole marketing process on its own initiative, which make integrity marketing keep the "to say but not to do"status. The integrity marketing in most of the enterprises have the worse mechanism, weak management, and would be affected and restricted by facts from both interior and exterior. This part also analyses the connotation, request, and character of integrity marketing, considers that integrity marketing must be the certain choice for private-enterprise in high tech to develop. The theory research part emphasizes on the related theory problems of integrity marketing. It considers that integrity marketing can bring huge economic, social, and political effect to the enterprise development, but integrity marketing also needs huge cost; the extent of integrity marketing lies on the interaction of inner and outer facts; the evaluation on integrity marketing need appropriate standard and index system; integrity marketing requires the enterprise build decision support model according to integrity rules and enhance the control of integrity activities, the enterprise also should build up crisis consciousness and strengthen the management of various dishonest activities in marketing. This theoretical analyse and argumentation enrich and develop the marketing theory, and give the theoretical and practical guide on implementing integrity marketing for the private-enterprise in high tech. In the countermeasure discussion part, it researches the specific countermeasure of integrity marketing in private-enterprise in high tech from both inner and outer construction on the basis of case study and related theory research part by using the ideas of dialectical materialism and systemic theory. It considers that outer construction is a kind of external cause, which promotes the enterprise's integrity marketing as outer compelling forces; and inner construction is a kind of internal cause, which promotes the enterprise's integrity marketing as impetus mechanism. It is only by enhancing construction both two aspects above that privately runned technology enterprise can transform integrity marketing form passive to active.