Research On The Relationship Between Enterprise Marketing Ethics And Customer Identification

With the market structure changing from sellers'market to the buyers'market in the 21st century, it is an inevitable trend of the development of society that customers call to decide which products or whose products to buy. With the competition among companies becoming more intense, as well as the marketing measures becoming diversified increasingly, the new features of market competition make many companies realize that it is very important to create, maintain and develop long-term friendly relations with their customers, so as to obtain scarce customer resource, which is an inevitable choice for a company to survive and develop. In addition, for people's consumption concept become external, personalized and diversified, consumers'spiritual and psychological consumption get higher and higher proportion in their consumption behavior, which calls for frequent communication between companies and customers, so as to meet the benefit as well as demand of both sides. From the time that the scholars abroad recognized the concept of customer identification in 2003, many scholars found that customers who identify with the enterprise, not only string along with the company more easily and keep buying their products, but also disseminate good information actively and safeguard the image of them, especially forgive their wrong behavior more easily when there is some negative information of the companies. This plays an important role in the long-term development of the companies undoubtedly in today's competitive society.Accompanied by the further development of market economy, corporate marketing ethics shows its importance gradually. By developing so many years and having paid a painful price, the market economy of western countries ultimately concluded that ethics education must be strengthened to develop market economy. China is under a transition from planned economy to market economy. Reform and opening up promotes the market prosperity and improves the living standard, but meanwhile, massive operations, which violates of the law and moral appears. Especially, with the current consumption behavior becoming more and more rational, customers have a big attention on whether marketing behaviors are legitimate or not, and other ethical behaviors, such as whether take their social responsibilities or not. In the traditional view, ethical behaviors can only bring the additional burden cost on businesses, reducing the profits, which has been proved to be short-sighted. Now a majority of experts in ethic agree that ethical marketing are of big value, and this kind of value is sometimes difficult to assess, but it is of utmost importance for the business development strategy, as well as for the companies to obtain a competitive advantage.The concept of customer identity is recognized and developed on the basis of the research in social identity and organizational identity theory, and the customer identity in the development process also drew on majority of the social identity and organizational identity'research. Foreign scholars have done a lot of research about the customer, but to look at the domestic this theory's research is less than abroad, in particular the research on the relationship between customers identity and marketing ethics. Scholar Jin Liyin pointed out if done well in social responsibility, enterprise customers will have a sense of identity. Corporate social responsibility includes four aspects, one of which is the ethical responsibility, These elements provides a theoretical support for the articleThis article first reviewed the relative theory of social identity and organizational identity, in which the basis of these theories proposed the concept of customer identity, and reviewed the details in the antecedent variables, adjusting variables, and sequel variables of customer identity; regarding to marketing ethics, it mainly introduce domestic and foreign scholars on the definition of marketing ethics, marketing ethics includes the main elements and its roles, focusing on the relationship between customer identity and corporate marketing ethics. This article wants to build the structural equation model of business marketing ethics and customer identity.The independent variables is the corporate marketing ethics, including five dimensions of the products signal is true and reliable, price signal is impartial and reliable, promotion, social responsibility, technological advantages; dependent variable is the customer identity, including three dimensions of the similarity, the members identity and loyalty. Measurement of variables mainly draw on existing research results and carry out an empirical analysis of data from mobile phone users in China.The questionnaire used in this study are the questions of foreign scholars from their research results, and translated into Chinese. After the final questionnaire to determine, began to release the formal questionnaires for the sample survey. Part of the questionnaires released in the campus of Jilin University, using the way of random intercept interview, another part of data collection via the web. After obtained the data, samples and variables do the analysis of descriptive statistics to use the statistical software SPSS13.0, and the scale do reliability and validity analysis; Hypothetical model's testing use the statistical software AMOS7.0.By the Testing of the assumption drew main conclusions in this article. Overall, the business marketing ethics to the customer identification has significant positive effects, which products signals is true and reliable to customers identification have the strongest impact, enterprise use of its technological superiority second, corporate social responsibility third, in which enterprise promotion and the prices signals is fair and reliable to the customer identification ,the impact is the weakest. Products signals is true and reliable, the prices signals is fair and reliable, business promotions, corporate social responsibility, corporate use of its technological advantages to customers -companies similarity were all significantly positive effects, which products signals is true and reliable to customers -companies similarity have the most significant impact,corporate social responsibility to the customers -companies similarity'impact is greater than business promotion activities, which corporate use of its technological advantages and the prices signals is fair and reliable to customers -companies similarity have the weakest effcts . Products signals is true and reliable, the prices signals is fair and reliable, business promotions, corporate social responsibility, corporate use of its technological advantages to the members identity are significant positive effects, but the business promotion activities on the impact of the members identity is relatively weak. Products signals is true and reliable, the prices signals is fair and reliable, business promotions, corporate social responsibility, corporate use of its technological advantages have positive effects on customer loyalty, but the business promotion activities on the impact of customer loyalty is relatively weak. Although this study has been validated on the relationship between corporate marketing ethics and customer identification, however, the selected industries and geographical and other factors, the study of this article there are some limitations.Reliable and true product signals have a significant influence to customers identity, today, economy and society developing rapidly, the Chinese concept of consumption become increasingly sophisticated, the consumer pay the attention to the production itself more and more. If you want to obtain the consumers regonition, the most important one is the company's products itself, products'function must meet consumers'daily needs or potential demand. High-quality products and delivery of advertising information are true and reliable, this is the basis of the element to make consumers identify with the companies. As science and technology have increasingly proportion in economic development, people concerned in science and technology have also increased, from the hot electronic products can be seen, it is the pursuit of science and technology is growing. Therefore, a number of high-tech enterprises have been successful. If you can give the customers different feelings in technological products, you can obtain more customers'support. With China's economic development, many enterprises earn economic benefits instead of the public interests sacrifice, such as Sanlu poisonous milk powder incident.It is a wake-up call to consumers that not only pay more attention to the company's products and should be paid attention to the implementation of enterprise social responsibility, excellence in this has done more easily consumers identity. Fair prices and reliable products and business promotional activities relatively impact on customer identification significantly. This is mainly because the company's products in China have non-transparent pricing mechanism, and the Chinese people know the higher quality products have a higher price, Customer sensitivity to product price is low. Although the promotion of enterprises can lead to the products consumption, this marketing tools use so frequently make the consumers not sensitive to it,so these are relative significant impact on customer identity. As can be seen in today's economy and society, the enterprises do better in business marketing ethics,it easily obtain the customers identification, and consumer identification of their business easily lead to a sense of loyalty, repeat purchase intentions obviously, are willing to disseminate information beneficial to enhance the competitive edge of enterprises.