企业社会营销中消费者权益的保护

    Protection of Consumer Rights in Corporate Social Marketing

    • 摘要: 近年,越来越多企业希望通过企业社会营销推广其社会责任表现,从而改善其企业声誉,吸引更多的消费者。然而,由于有许多企业社会营销中的宣传信息与商品或服务无关,故现行法律对企业社会营销中引人误解的信息显得无能为力。分析相关案例和权衡正反双方观点,将与商品和服务无关的企业相关活动列为宣传法定范围是合理的。这会给社会带来一些正面效应。

       

      Abstract: Recently, more and more corporations attempt to promote their social responsibility through the use of corporate societal marketing to increase their reputation and attract more consumers. However, due to the fact that much advertising information in corporate societal marketing is not related to its commodities or services, present legislation can do nothing to deal with misleading information in corporate societal marketing. As evinced by analysis of related legal cases and reviews of the pros and cons, it is reasonable that corporate activities unrelated to products and services should be included in the legal promotion scope. It can bring positive effects to the society.

       

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