Modern marketing etiquette

Author: Liu Xiaoqing
Publisher:
Publish Date: 2002-01-01
Features: This book selects its content based on the principle of "necessary and sufficient," focusing on mastering essential theoretical knowledge and specialized knowledge. At the same time, it balances the teaching of fundamental theories and basic knowledge with practical teaching. During the writing process, efforts were made to adhere to the principles of scientificity, advancement, practicality, and practicality, fully reflecting the new content of China's market economy system. It also fully absorbs and borrows the latest achievements of research in this field both domestically and internationally, as well as the new materials from university textbooks, and integrates them with the current national conditions, the cultural literacy foundation, knowledge acceptance ability, and training objectives of the target audience, giving it the characteristics of vocational and technical college textbooks. As one of the four ancient civilizations, China has always attached great importance to etiquette. In today's increasingly developed market economy, the practice of modern civilized etiquette has become a common consensus among the Chinese people. As a category of the market economy, the marketing concept has deeply penetrated people's minds. To promote marketing activities, marketing etiquette is emerging in various forms and gaining increasing attention. This chapter mainly 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 country or nation's level of civilization and a measure of the education and moral standards of the public. Today, as human civilization enters the new century, image has become a valuable asset for organizations or individuals, and etiquette also possesses the attributes of resources, assets, and capital. The importance of practicing and valuing etiquette is reflected not only in its cultural and social value but also increasingly in its economic value. The Chinese nation, renowned as a "civilized ancient country" and a "land of etiquette," has, throughout its five thousand years of history, not only developed a complete system of etiquette thought and norms but also internalized the values of valuing etiquette, adhering to etiquette laws, practicing etiquette trustworthiness, and following etiquette righteousness as a conscious awareness that permeates all aspects of socio-economic activities, becoming a distinct national cultural characteristic.
1.1.1 The Meaning and Characteristics of Etiquette
1) Meaning
We say that etiquette is an important symbol of human civilization and social progress and a fundamental quality that modern people should possess. So, what exactly is etiquette? Etiquette is the unity of "li" (respect) and "yi" (ceremony). The famous Chinese historian Fan Wenlan discussed etiquette in his book Introduction to the Dictionary of Classics and said, "When taken together, etiquette is called 'li'; when discussed separately, 'li' is the essence, and 'yi' is the practice." This means that 'li' is the foundation of 'yi,' and 'yi' is the function of 'li.' Therefore, to accurately grasp the concept of etiquette, one must first understand the respective meanings of "li" and "yi."