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In ancient China, the two scales of 16 were engraved with three stars, namely, Fu, Lu and Shou. Lack of one or two people means lack of happiness, lack of two people means lack of wealth, and killing three or two people means losing your life. This simple externalization warning can be said to be the simplest interpretation of the concept of honesty by the ancients. "People don't stand without faith, and the country is not strong without faith." In China, a country with a splendid culture of 6,000 years, courtesy, righteousness, benevolence, wisdom and faithfulness have always been regarded as the traditional virtues of the Chinese nation. Today, when modern civilization is so prosperous, we should carry forward honesty. However, whether it's the shady scene of Yinguangxia or the disillusionment of the blue sky myth, a series of major cases have exposed that China's economic life is facing a crisis of integrity, and some enterprises have come to the brink of credit collapse.

First, the harm of the credit crisis

The integrity of enterprises has broken the balance of market competition order, and as a result, not only the interests of enterprises can not be guaranteed, but also the whole market is sluggish. The present situation of liquor market is a good example. At present, the competition in liquor market is fierce. In order to win customer orders and expand sales teams, many manufacturers promise various preferential conditions to merchants, such as huge advertising support, high rebates and "big red envelopes" at the end of the year. Some manufacturers with deep pockets even use high-end cars such as Audi and Lexus as prizes to lure merchants. So under the promise of the so-called "zero risk management" of the manufacturers, the merchants remitted a lot of money. However, after receiving the payment from the merchants, some manufacturers don't immediately send people to help the merchants make the market and build the network, but everything will be fine as soon as they deliver the goods. The supporting advertisements are delayed, and the promotional items are either too few or of poor quality. The delivery truck promised at the beginning can only draw cakes to satisfy the hunger. What's more, seeing that the market of the merchants has just improved, they are treacherous and look for other grass. As a result, in order to reduce losses, the merchants cleared the goods for sale, the brand of the enterprise was smashed, and the market died. Because of this, the phenomenon of drinking several brands in the liquor market can be found everywhere.

There are countless examples like the above, "Honesty is the foundation of the city and honesty is the foundation of faith". In today's society with rapid economic development, market economy is credit economy and market competition is fair competition. If the enterprise as the main body of the market is compared to a "ship", then the market is "water", and it is credit to carry the boat without overturning it. Therefore, when an enterprise loses its integrity, it closes the door to the market. With the in-depth development of market economy, commercial operation has entered the era of low profit. Many enterprises lament: "It is difficult for enterprises, products are difficult to sell, business is difficult to do, and life is sad." In such a market environment, if enterprises want to be bigger and stronger, they must establish their own image of honesty.

Second, integrity marketing is the only way for enterprise development

When Wenzhou's economy just started, there was a period of counterfeiting, mainly shoes. At that time, some people called Wenzhou shoes "worship shoes", which meant that they were worn out after a week. Wenzhou goods once became synonymous with national counterfeiting. However, this phenomenon did not last long, and many enterprises quickly completed the accumulation of original capital and then turned to formal operation. They have made great efforts to rebuild their image and build their brand. Through system construction, industry supervision, self-supervision and self-restraint, Wenzhou has established an industrial and commercial credit system, and a number of national famous brands such as Zhuang Ji, Gao Bang and Ginkgo have emerged. With the golden signboard of honesty, Wenzhou has basically got rid of the original "grassroots" side, and several core industrial groups such as clothing, shoe leather, electrical appliances, lighters, pens, valves and buttons have risen rapidly. According to the newspaper, Wenzhou 12 boss can borrow 200 million yuan from the bank as long as he signs it. "A golden pen borrows 200 million yuan" is enough to show that the society recognizes honest enterprises.

1, integrity marketing is inseparable from rules.

In real life, honesty has evolved into a rule. Trains usually arrive at the waiting room half an hour in advance, and planes usually arrive at the waiting hall 1-2 hours in advance. Why? I'm afraid of being late. Trains and planes leave as soon as they arrive, and the departure time will not be extended because someone is late. So, if you can't come on time, that is, you don't obey the rules and pay attention to credit, you can't catch it. This just confirms an old saying of China: "No rules can't make Fiona Fang." If extended, rules are actually macro marketing environment, and the influence of politics, law, policy, humanities, geography, science and technology on enterprises is immeasurable. Under the background of WTO, China is facing a more intense, standardized and peaceful competitive environment. In order to adapt to such a big environment, enterprises in China must learn to live a regular life and abide by the competition rules.

2. Integrity marketing is the core competitiveness of enterprise development.

In the west, credit management is called "management measures that can make enterprises produce direct benefits". As a passport for enterprises to stand on the market, honesty has cast the core competitiveness of enterprises. An enterprise is a collection of resources. Once the resources of an enterprise are scarce and difficult to imitate, it has competitive value. As experts from McKinsey, an internationally renowned consulting firm, believe, tangible or intangible assets that are difficult to replicate and can bring competitive advantages to enterprises are the key resources to create competitive advantages. In the resource collection of enterprises, ethical integrity has become the core competitiveness of enterprises because of its unique non-imitation. With the process of economic globalization and networking, the competition among enterprises is not only product competition and capital competition, but also intangible assets such as brand and reputation.

From product management to capital management to credit management, this is not only the objective requirement of the law of economic development, but also the inevitable result of the continuous improvement of enterprise management realm. Honesty is the cornerstone of corporate reputation, and it is also a valuable spiritual wealth and value resource. Honesty marketing is the core competitiveness of enterprise development. With it, enterprises have virtually reduced transaction costs and won lasting market recognition.

Consumers rely on brands to identify goods, and brands are closely related to reputation. Thus, the trinity of "reputation-brand-profit" forms the "golden triangle" of commercial operation. Enterprises should strive for perfection in product quality, pursue perfect service quality and maintain a high sense of responsibility for customers, so as to win high satisfaction and loyalty of customers and establish a harmonious relationship with them. As long as the trinity of "reputation-brand-profit" is achieved, enterprises will naturally have a wide range of financial resources.

2. The relationship between honesty and enterprise development.

With the development of market economy, people pay more and more attention to the issue of honesty, and there are a lot of honesty problems in some enterprises in real economic life. Facing the economic globalization, honesty is the only way for enterprises to win in the fierce market competition.

Keywords market economy; Credit economy; Honesty; enterprise development

Honesty is the eternal theme of mankind, the traditional virtue of the Chinese nation and the benchmark for judging the morality of a thing. With the gradual improvement of market economy and socialism, the deepening of national political system reform and the strong promotion of foreign game rules, honesty has become a social ethical norm and operating principle that enterprises must seriously abide by in the process of production and operation. Some people compare today's business competition to surfing on the sea. Brave people will climb to the top, and timid people will fall into the bottom. But businessmen should not only be brave and resourceful, but also have the concept of honest management. Only by operating in good faith, truly treating consumers as gods and safeguarding their legitimate rights and interests everywhere can we win the trust of consumers, promote the business development of enterprises and make the market order enter a virtuous circle.

First, the development status of China's credit economy

China's credit economy can be roughly divided into three stages. The first stage is the government credit stage before 1978. Under the traditional planned economy system, the economic ties between enterprises are maintained by the government credit embodied in the national mandatory plan. The social credit environment at this stage is characterized by the separation of government from enterprise, and the enterprise is an appendage of the government, with no operational autonomy, no commodity trading and only the distribution of products. The second stage is from 65438 to 1988, from government credit to bank credit and commercial credit. With the separation of government and enterprise, state-owned enterprises have gradually become the main body of the self-financing market, and government credit has gradually been replaced by bank credit and commercial credit. With the increase of credit demand, enterprises began to improve their credit concept and do business in good faith. Banks also evaluate the credit rating of loan enterprises to control credit risk. The third stage is the credit system construction stage under the market economy system of 65438-0999. With the total withdrawal of government credit from enterprises, the debt burden of large and medium-sized state-owned enterprises has been transformed into bank credit risk between enterprises and financial institutions, and the operating funds of small and medium-sized enterprises almost completely depend on bank credit and commercial credit. This form promotes the formation of enterprise credit concept.

Second, the reasons for the lack of integrity in China

(A) the development of the market economy is still immature

Market economy takes material interests as the driving mechanism of people's behavior, and it is profit-seeking economy, which is easy to breed fraudulent management. Doing a lot of things and doing a little things without profit is the essential performance of the profit-seeking nature of the market economy. Therefore, the market economy has both positive and negative effects. The market economy is not fully developed, the legal system is not perfect, and the institutional arrangements are unreasonable. Market economy is easy to be in a state of imbalance between internal and external interests. As far as enterprises are concerned, the interest structure between enterprises and operators, between enterprises and employees, between operators and employees is unbalanced, and the interest relationship is not smooth and lacks fairness. At this time, the phenomenon of dishonesty will inevitably appear. Externally, the interest structure between enterprises and countries, enterprises and enterprises, enterprises and consumers is unreasonable and lacks fairness. At this time, the phenomenon of good faith that harms the interests of the country, other enterprises and consumers inevitably appears.

(B) Moral out of control

"Morality is the sum of codes of conduct." "Morality reflects the relationship between people, relying on public opinion, traditional habits, especially people's inner ideas, and reflects the relationship between people involving interests and obligations." Enterprises provide products for the society, and the quality and quantity of products are closely related to people's physical and mental health. To provide more and better products for the society, it is necessary for members of the organization to establish a people-oriented concept and internalize external moral principles into their own moral quality and self-demand. When the social mission becomes the pursuit of truth, goodness and beauty by enterprise members themselves, they will consciously abide by the rules of good faith and safeguard the interests of consumers. However, at present, some enterprises are in the period of social transformation, and some unhealthy moral phenomena brought by the market economy, such as moral anomie, money worship and hedonism, make a few people lose their morality, forget the mission of enterprises, forget their professional ethics and conscience as business owners, and unilaterally pursue the maximization of personal utility instead of social utility, even regardless of the physical and mental health of others.

(C) the enterprise's pursuit of short-term interests

1996 the sales of Qin Chi winery jumped from 75 million yuan in 1995 to 950 million yuan. Facts have proved that the huge investment in advertising has indeed brought about an "earth-shattering" effect. However, any successful brand must be supported by high popularity and loyalty. The short-term vigorous publicity of enterprises only enhances brand awareness, but does not enhance brand loyalty. Brand loyalty needs historical accumulation, long-term crystallization and long-term sublimation. It is an indisputable fact that Qin Chi lacks honesty in blending liquor, which doomed Qin Chi to be a flash in the pan.

(D) information asymmetry caused by corporate dishonesty

Information asymmetry is an important reason why society tolerates unethical behaviors such as dishonesty. Honesty itself has strong externalities. When most enterprises stress honesty, a few enterprises will be severely punished for dishonesty. However, when most enterprises do not stress honesty, and only a few enterprises stress honesty, a few enterprises that stress honesty can only suffer unilaterally. Especially under the condition of asymmetric information, it can be regarded as a risk for a single operating enterprise to insist on honesty. In other words, in the limited game of information asymmetry, neither side has the motivation of honesty. Deception and escape are common phenomena in the limited game state of asymmetric information. Only when the information is smooth and the game is repeated can the mechanism of honest management be established. Because, the core issue of the credit management mechanism is: "The parties are willing to resist the temptation of one-off immediate interests brought by deception for the long-term interests of cooperation". In other words, the conditions for the good faith mechanism to play its role are that the information is smooth, the dishonest behavior of the parties can be observed in time, and the trading relationship must have a high enough probability to continue. In the current situation in China, the information circulation is slow, and the transaction probability between enterprises is limited. Especially in China, the transaction area is huge and the transaction frequency between enterprises is low. A dishonest enterprise can cheat in one field and then turn to other fields to continue cheating.

Three. Honesty in business operation

Honesty is the resource of an enterprise, the invisible power of its economic development and plays a great role in its long-term development. If the enterprise's credit is not good, it will be difficult to survive and develop. In China, with the continuous development of market economy, people pay more and more attention to the issue of honesty. At the same time, we should also see that in actual business activities, some enterprises have a lot of honesty problems.

(A) the enterprise "consciously violates" the integrity management standards

Some enterprises lack the necessary concept of good faith, do not act according to the principle of good faith, practice fraud in business activities, and even take the initiative to violate the principle of good faith management. There have been various behaviors that harm the interests of consumers and the interests of the state, which have seriously damaged the corporate image. For example, misleading advertising, fake and shoddy goods, arbitrary slaughter of consumers and so on. In this case, enterprises are also aware of the fact that they have violated the standards of honest management, but for immediate interests and their own interests, they would rather choose not to stress honesty and pursue profit maximization.

(2) Attach importance to the value of honest management and tolerate the coexistence of dishonest management.

According to the survey report of China Zero Survey Company's Guide to Business Ethics of China Entrepreneurs, 85.3% of business operators believe that there are honesty rules in their business operations, and that it is very important to emphasize honesty in business operations, which is the value concept that business operations should follow. At the same time, however, the survey results show that 40% of business operators have adopted a highly tolerant attitude or a neutral position in honest management.

Fourth, the role of honesty in enterprise development.

Enterprises need honesty, which is determined by the market economy. The socialist market economy is not only a legal economy, but also a moral economy, and it is also a letter.

Use economy. Only honest enterprises can stand the test of time. An enterprise with bad credit will be eliminated in the ruthless market competition, which is the inevitable law of social development. In the market economy environment, every enterprise faces many competitors. Enterprises must satisfy consumers to the greatest extent in order to stand out from the competition and gain the recognition of consumers.

(A) rely on integrity to improve the core competitiveness of enterprises

Without integrity, there is no competitiveness. A dishonest enterprise will be abandoned by the market sooner or later. A dishonest market is the most

In the end, it will be forced to close down, and a nation that does not speak credit will be eliminated by the world. This is the law of historical development. Without honesty, there is no development; Without development, there is no competitiveness. It can be seen that honesty is the secret to keep the enterprise enduring for a hundred years. Modern market economy, also known as "credit economy", is becoming a hot topic for enterprises in China. Home appliance enterprises are particularly prominent in this respect, such as Haier, Chunlan, TCL and other enterprises, which have always focused on high-quality management and high-quality public services, and won the praise of consumers and peers on the basis of credit construction. Chunlan advocates "benefiting human society", while Haier advocates the concept of "sincerity forever", emphasizing product reliability, service enthusiasm and honesty, wholeheartedly providing the best products and services with its own strength, contributing to society and benefiting mankind, firmly implementing honest management in all aspects of enterprise management, and establishing an honest and trustworthy corporate image, not only providing consumers with high-quality products and comfortable and comprehensive care, but also making consumers feel a better quality of life with its own practical actions.

(two) the pursuit of integrity, improve the quality of enterprise products, open up the market.

Honesty is the premise and guarantee of quality, and today's quality is tomorrow's market. From fake wine, fake medicine and fake milk powder to today's food.

Sudan Red's joining the list is a sign of dishonesty of some enterprises. Now the market is generally from sellers to buyers. In the case of a general surplus of products, mass consumption is gradually developing in the direction of identifying with quality, identifying with brand, improving quality and striving for brand, which has become the development countermeasure and source of success for enterprises to open up markets and defeat opponents in fierce competition. Honesty is the only way to improve corporate image. Honest enterprises will win more customers' trust and appreciation, and thus have a larger market share. In fact, a high degree of credit is a kind of wealth. Only by taking honesty as the foundation and respecting rules and technology can enterprises achieve high-level innovation and forge an eternal brand of honesty. Therefore, product quality is the foundation of enterprise reputation. In other words, the core of quality is honesty, and honesty is the premise and guarantee of quality. Only honesty can improve product quality and open the market.

(C) integrity is the source of improving enterprise performance

In the process of enterprise management, good performance is its main goal. Under the condition of modern market economy, between employees, between employees and management.

Mutual trust between enterprises, between agents and owners, between enterprises and suppliers, and between enterprises and consumers is the basis for improving enterprise performance. Without mutual trust, enterprises will lose cohesion, influence and combat effectiveness. On the contrary, improving enterprise performance will not be empty talk but just around the corner.

(D) Integrity is an important factor for enterprises to reduce transaction costs.

It is indeed an important aspect of reducing transaction costs for enterprises to stick to integrity in market economy activities and try to reduce "cheating their counterparties with some cunning tricks". The problem of keeping promises and breaking promises is, in the final analysis, a matter of interest. Whether credit is useful or not, whether honesty is more useful or dishonesty is more useful, is ultimately determined by interests. Choosing honesty, establishing honesty and consolidating honesty are the inevitable choices for human society to seek advantages and avoid disadvantages in communication. Choosing credit in production and operation can promote the optimal allocation and reasonable and full utilization of economic resources, improve the efficiency of enterprise management, reduce transaction costs and communication costs, and finally promote the realization of maximum profit and utility of enterprises.

Operators from all walks of life may have thousands of ways to succeed, but honest management must be the only way. An aboveboard and genuine enterprise can make consumers "buy with confidence and use with peace of mind". Otherwise, making and selling fake goods, breaking your word and perfunctory responsibilities will not only make consumers feel chilling, but also be sanctioned by relevant laws! Therefore, only by operating in good faith can enterprises reassure consumers, win the market and really promote the development of enterprises.