The Research On Strategy Management Of Ethical Marketing

Our human society has been changed greatly by the transformation of business mode, the adjustment of source distribution, and the innovation of means by which value come into being with the development of our market economy. As the byproduct of business behavior lots of immoral cases have happened since the ninetieth of the twentieth century. So it is the right time for us to explore the field of Marketing further to prevent the expansion of such a bad and new phenomenon.The aim of this research is to establish a special marketing strategy which is composed of both morality programming and marketing to guide enterprise develop themselves on the right way in the new economic situation. This research was established based on two fields which are enterprise strategic management and marketing ethnics. The first part of this these proved necessary of the combination of marketing ethics and strategic marketing management through two aspects. The first aspect is external environment such as existence of immoral phenomenon, social responsibility and intensifying competition as well. The second aspect is internal environment which are satisfaction of customers, profit to both enterprise and their customer and building up a good reputation. According to the analysis of necessity the second part drew the final conclusion that is to develop Ethical Marketing Strategy for the combination of marketing ethics and strategic marketing management Ethical Marketing Strategy was defined by its own concept, character and some other confusing concepts. It was explained through 5 steps which are environment analysis of ethical marketing, the destination establishment of ethical marketing strategy, laying out the practical scheme of ethical marketing strategy and fulfillment & control of ethical marketing strategy.