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首页> 外文期刊>Journal of Business Ethics >'Harmonious' Norms for Global Marketing the Chinese Way
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'Harmonious' Norms for Global Marketing the Chinese Way

机译：中国式全球营销的“和谐”规范

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摘要

Whereas the concept of "socialist rule of law" punctuated political discourse in the late 1990s, the idea of a "socialist harmonious society" is today casting a strange light on Chinese legal reform. Is there a Confucian vision of China's marketing law and practice? To what extent have China's norms for marketing, mainly intellectual property and advertising law, been challenged by the new government policy toward a harmonious society? In the post World Trade Organization accession period, the theoretical framework of the "socialist harmonious society" has turned law into a disciplinary principle given over to society's moral construction. If law is seen as an instrument for legitimizing power, it remains implicitly bound primarily to ensure the regime's durability. Although more and more ordinary citizens and foreign companies are seizing hold of normative tools being put at their disposal, this does not necessarily mean that Chinese law is implemented in a uniform and timely manner throughout China's territory. China still suffers from a lack of coherence and political will in the drafting of a legal reform that aims mainly at preserving the current fragile political balance. Contradictory forces are indeed at work in this legal construction that is torn between liberal leanings and socialist authoritarianism. Without a deep change in perspective, one can expect only relatively slow progress in protecting the intellectual property rights of the many Chinese and foreign goods and services that can be found on the Chinese market.
机译：在1990年代后期，“社会主义法治”概念突兀地出现在政治话语中，而“社会主义和谐社会”的思想在今天却给中国的法律改革带来了奇怪的启示。是否有儒家对中国营销法律和实践的看法？新的政府对和谐社会的政策在多大程度上挑战了中国的营销规范，主要是知识产权和广告法？在后世界贸易组织加入时期，“社会主义和谐社会”的理论框架已将法律转变为赋予社会道德建设的学科原则。如果法律被视为使权力合法化的工具，则它仍然隐含地受到约束，主要是为了确保该政权的持久性。尽管越来越多的普通公民和外国公司正在掌握可供使用的规范工具，但这并不一定意味着中国法律在中国领土上以统一和及时的方式实施。在起草旨在主要目的是维护当前脆弱的政治平衡的法律改革中，中国仍然缺乏连贯性和政治意愿。在这种由自由主义倾向和社会主义专制主义之间纠缠的法律结构中，矛盾力量确实在起作用。如果没有深刻的看法上的改变，人们在保护中国市场上许多中外商品和服务的知识产权方面只能取得相对缓慢的进步。

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