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Network marketing ethics probe

Author: HuangHuang
Tutor: YinSongBo
School: Yunnan University of Finance
Course: Ethics
Keywords: Network Marketing Social Responsibility Business ethics Privacy
CLC: F713.36
Type: Master's thesis
Year: 2011
Downloads: 239
Quote: 0
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Abstract


The emergence of the Internet, network and network technology widely used not only for the human era of information dissemination ancient traditions and external communication has been fundamentally changed, but also enables marketers to break through the traditional geographical, time and space constraints, it improves the efficiency of marketing, increasing the marketing objectives are achieved the success rate, but the maximum extent possible the marketing and consumption closely together, it is marketing to create an unprecedented, new information technology, digital and electronic technology environment , the marketing process taken to a higher and deeper level. However, any new things will be accompanied by two aspects of the advantages and disadvantages arising, which is determined by the universality of contradiction, we can not completely eliminate the drawbacks of the emergence of new things, but it can use human intelligence and ability to reduce the harm caused by such abuses, from the maximum extent while avoiding disadvantages. Entering the network marketing stage, the development of network marketing, make up many of the shortcomings of traditional marketing, to bring a more significant marketing results; however, Internet marketing as a new marketing model, also a new thing, its high-speed development is our obvious, but in the marketing network development process, we have seen it and all the new things, like the history of the adverse effects, which frequently violated the privacy of our customers just to illustrate this point. With network marketing mode of operation gradually mature and perfect marketing network of morality is a subject worth going concern. As market competition continues to intensify, companies will inevitably increase in marketing practice marketing efforts, which, in the network marketing process will always be some businesses and enterprises in order to pursue their own economic interests, while ignoring the basic rights of consumers respect of the use of the network will be sold as fake and shoddy goods, driving up prices and violations of consumer privacy unethical marketing phenomenon has become plagued consumers, businesses and society major problem. Belongs not only to the company's marketing practices subject behavior itself, also belongs to an individual behavior in society, so any kind of marketing practice are covered with ethical considerations, Internet marketing is no exception. Marketing Morality is a long-term investment, even though the investment cycle is longer, but it can bring greater benefits in return. Follow ethical marketing businesses can get high levels of consumer recognition and trust, the foundation of stability conducive to market, thereby blocking the penetration of competitors, thereby establishing a strong market advantage. Right marketing body, the moral superiority can help achieve the win-win situation between the relevant stakeholders. Only in the implementation of marketing strategies and business-related interests of the community before you can get long-term win-win to maintain, to achieve win-win situation, we must rely on corporate ethics advantages greatly enhance the corporate image, corporate reputation and employee morale, and other key factors, formation and competitors difference, by raising ethical, companies can quickly get a good social image and lasting customer loyalty, and even reinforce their team strength, and enhance core competitiveness of enterprises. Currently, the network marketing immoral factors have gradually penetrated into all aspects of corporate practice, and showing diversity. These unethical marketing practices not only to the social networks, businesses and consumers a serious impact, but also disguised increasing marketing costs, resulting in a state tax disorder, damage to the interests of consumers and the market order is destroyed harsh consequences. At the same time, but also on corporate image, reputation and core competitiveness factors such as adverse effects, is not conducive to long-term development. In addition, unethical marketing companies also comply with ethical impact, causing them to chase unethical marketing and turn due to improper operation. And when after the disclosure of corporate unethical marketing, consumers will lose their trust throughout the industry, resulting in a decline of the industry as a whole class. In this paper, the main consumer and enterprise from the main two-way perspective on the ethical issues of network marketing correlation analysis, and marketing body violated consumer privacy issues as the main body illustrations to explain the ideological and moral construction of the rapid development of the market economy is important as well as from the perspective of communication to make some suggestions and measures.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > E-commerce,online trading
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