Studies On Corporate Credit In The Marketing

Along with the global economy and China' s entering WTO, marketing activities have become more and more prosperous. However, corporate credit imperfection in the marketing has greatly scathed the customers' benefits and placed a negative impact on our firms' participating in the global competition. So doing some research on the issues of corporate credit in the marketing has its theoretical and practical purports.First, in the beginning of the thesis, after systematically analyzing the issues of corporate credit and marketing by using the Institutional Economics and Transactional Costs Theories, the author points out that the essence of marketing is to reduce the transactional costs, while the corporate credit must become the plat of marketing institutional transition. Subsequently, the author illustrates the status quo and influences of corporate credit imperfection in the marketing, and probes the causes and reasons that are the existence of asymmetry information, incomplete contracts and finite ration; imperfect relationship between the consigner and the entrusted and immaturity ethics of corporate credit.Finally, the author utilizes innovation, efficiency and ethics functions produced by the New Economy to cure the corporate credit imperfection in the marketing from inner and outer aspects. In the outside governance, the thesis points out that we must build up the system of credit laws and reconstruct the firm credit frame so as to engender the supervising mechanism within all the benefit-mutuality. Meanwhile, it is vital to consummate the social and personal credit system. In the outer aspect, the author bring forward to attach importance to the cultivation and innovation of corporate moral ideals. Simultaneously, we should use the Systematic Theory into the construction of corporate ethics and build up an evaluating model of ethics and credit in the corporate marketing in order to instruct the corporate practices.