Modern marketing etiquette

Author: Liu Xiaoqing, Editor-in-Chief
Publisher:
Publish Date: 2002-01-01
Features: This book selects content based on the principle of "necessary and sufficient," focusing on mastering fundamental theoretical knowledge and specialized knowledge. It also considers both theoretical and basic knowledge teaching as well as practical teaching. During the writing process, efforts were made to adhere to the principles of scientificity, advancement, practicality, and hands-on experience. The book fully reflects the new content of China's market economy system and extensively incorporates the latest research findings and teaching materials from domestic and international disciplines. It aligns with the current national conditions, the cultural literacy foundation, knowledge acceptance capabilities, and training objectives of its target audience, giving it the characteristics of a vocational and technical college textbook.
China, one of the four ancient civilizations, has always attached great importance to etiquette. In today's increasingly developed market economy, the emphasis on modern etiquette has become a consensus among the Chinese people. As a category of the market economy, marketing concepts have deeply influenced people. To promote marketing activities, marketing etiquette is emerging in various forms and receiving increasing attention. This chapter primarily introduces the basic knowledge of etiquette and marketing etiquette.
1.1 Overview of Etiquette
Since ancient times, etiquette has been an important indicator of a nation's and ethnic group's level of civilization, serving as a measure of the education and moral standards of the public. In today's civilized society entering the new century, an image has become a valuable asset for organizations or individuals, and etiquette also possesses the attributes of a resource, asset, and capital. The importance of etiquette is reflected not only in its cultural and social value but also increasingly in its economic value.
Renowned as the "civilized ancient nation" and the "land of etiquette," the Chinese nation has not only developed a complete system of etiquette thought and norms over its 5,000-year history but has also internalized the consciousness of emphasizing etiquette, adhering to etiquette laws, practicing etiquette trustworthiness, and following etiquette righteousness. This has permeated all aspects of socioeconomic activities, becoming a distinct national cultural characteristic.
1.1.1 Meaning and Characteristics of Etiquette
1) Meaning
We say that etiquette is a significant symbol of human civilization and social progress, as well as a fundamental quality that modern people should possess. So, what exactly is etiquette? Etiquette is the combination of "li" ( l?) and "yi" ( ). The renowned Chinese historian Fan Wenlan, in his book "Introduction to the Dictionary of Classics," discussed etiquette by saying, "When combined, they are all called 'li'; when discussed separately, 'li' is the essence, and 'yi' is the function." This means that 'li' is the foundation of 'yi', and 'yi' is the application of 'li'. Therefore, to accurately grasp the concept of etiquette, one must first understand the respective meanings of "li" and "yi".