以义生利：中国文化语境下伦理营销的概念建构

当代财经 ›› 2026, Vol. 0 ›› Issue (4): 98-112.

以义生利：中国文化语境下伦理营销的概念建构

贺达豪, 贾利军, 王宏

华东师范大学经济与管理学院,上海 200062

收稿日期:2024-09-23 修回日期:2025-09-19 发布日期:2026-04-24
作者简介:贺达豪,华东师范大学博士研究生,主要从事东方营销学、管理哲学研究;贾利军（通信作者）,华东师范大学教授,心理学博士,主要从事东方营销学、管理哲学研究,联系方式jsnjjlj@163.com;王宏,华东师范大学博士研究生,主要从事东方营销学、管理哲学研究。
基金资助:
国家社会科学基金重大项目“中国传统管理哲学研究”（24&ZD221）

Making Profits with Righteousness: Conceptual Construction of Ethical Marketing in Chinese Cultural Contexts

He Da-hao, Jia Li-jun, Wang Hong

East China Normal University, Shanghai 200062, China

Received:2024-09-23 Revised:2025-09-19 Published:2026-04-24

摘要/Abstract

摘要： 中国企业市场营销实践中“以义生利”的成功案例超越了现有市场营销理论以追求经济利润最大化为核心的解释范畴。采用经典扎根理论方法,选取三家在传统营销失灵情境下仍能实现逆势增长的企业为样本,提出并构建“伦理营销”概念及其维度。研究表明,秉持有机整体世界观,伦理营销将人与人、人与社会、人与自然的关系分别概念化为人伦并处、世伦守正、天伦共生三大核心维度。伦理营销不仅突破了绿色营销、道德营销等在营销层次、主观性及个体性方面的局限,而且实现了中国文化语境下伦理思想在市场营销领域的创造性转化与创新性发展,推动了员工、企业、社会与自然的协同共生。

关键词: 伦理营销, 扎根理论, 以义生利, 伦理

Abstract: The successful cases of“generating profits with righteousness”in the marketing practice of Chinese enterprises go beyond the explanatory scope of the existing marketing theories that focus on pursuing maximum economic profits. Using the classic grounded theory method, this paper selects three companies as samples that can still achieve counter trend growth in traditional marketing failure scenarios to propose and construct the concept and dimensions of“ethical marketing”. Research has shown that adhering to an organic holistic worldview, ethical marketing conceptualizes the relationships between people, between people and society, and between people and nature into three core dimensions: coexistence of human relationships, adherence to social norms, and coexistence of ethical relationships. Ethical marketing not only breaks through the limitations of green marketing, ethical marketing, and other aspects of business level, subjectivity, and individuality, but also realizes the creative transformation and innovative development of ethical thinking in the field of marketing in the context of Chinese culture, promoting the collaborative coexistence of employees, enterprises, society, and nature.

Key words: ethical marketing, grounded theory, making profits with righteousness, ethics

中图分类号:

F713.5

贺达豪, 贾利军, 王宏. 以义生利：中国文化语境下伦理营销的概念建构[J]. 当代财经, 2026, 0(4): 98-112.

He Da-hao, Jia Li-jun, Wang Hong. Making Profits with Righteousness: Conceptual Construction of Ethical Marketing in Chinese Cultural Contexts[J]. Contemporary Finance & Economics, 2026, 0(4): 98-112.

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