近年来,营销在公众心目中的形象不断恶化,已经严重危及营销生产率。营销形象恶化的主要原因在于营销策略的滥用以及企业营销道德和社会责任的缺失。要树立良好的营销形象,减少营销形象恶化对于营销生产率的负面影响,企业必须提高营销传播精准性、与消费者互动和注重营销道德伦理和社会责任,营销组织协会也应当承担树立营销形象的责任。 In recent years, the deteriorating image of marketing in the public mind has seriously jeopardized marketing productivity. The main reason for the deterioration of marketing image lies in the abuse of marketing strategy and the lack of corporate marketing ethics and social responsibility. To establish a good marketing image and reduce the negative impact of marketing image deterioration on marketing productivity, enterprises must improve the accuracy of marketing communication, interact with consumers and pay attention to the marketing ethics and social responsibility, and the marketing organization association should assume the responsibility of establishing the marketing image .