A Study Of The Enterprises' Marketing Behavior In Building A Harmonious Consumption Environment

To build a harmonious socialist society is the main theme of China's"11th Five-Year Plan". General secretary Hu Jintao reveals the basic chrematistics as well as scientific content of it in a comprehensive and profound way, that is, to build a society that features the socialist democracy, rule of law, equity, justice, sincerity, amity, vitality, and the harmonious relationship between human and nature. In a certain sense, a harmonious socialist society includes harmony in the field of people's life, social order and consumption environment as well.The establishment of a harmonious consumption environment is the significant content of building a harmonious socialist society, and it is also the goal of constructing current Chinese socialism economy. To put forward socialist market economy, enterprises should be honest, trustworthy and go against fraud so as to serve consumers better, and to assure them a happy consumption as well. In this way, the requirement for consumption will increase, and thereby a hot spot for consumption and a new economic growth point can be formed to prosper the market as well as to promote the economy.Enterprises, as the economic subjects of the society, should undertake corresponding social responsibilities and fulfill corresponding obligations to optimize their marketing behaviors and strategies. And they should spare no efforts to create a harmonious consumption environment for consumers and for the society as a whole. Therefore, it is of great realistic significance to dwell on marketing behaviors of enterprises under our country's harmonious consumption environment.In the thesis, the author first defines the concept of harmonious consumption environment, including harmony of the natural ecological environment, social environment and cultural environment. On the basis of these, the author further illustrates functions of the harmonious consumption environment, the impact of it, and designs an evaluation index system. Apart from that, marketing innovation and some basic principles of enterprises are elucidated. Then, in theory and reality, the author further discusses the importance and urgency of optimizing the enterprises'marketing behaviors to build a harmonious consumption environment. Finally, measures on optimizing enterprises'marketing behavior and building a harmonious consumption environment are posed. As a member of the society, the enterprises should establish advanced marketing concepts, optimize their marketing behavior, and form a sustainable operation. Adhering to the concept of integrity, enterprises should provide safe and high-quality products for consumers, give sufficient information, create a harmonious cultural atmosphere, establish an awareness of brand, strengthen the competitiveness of brand, improve the quality of sales staff, and create a harmonious environment for the rural consumption market.