The Study Of Marketing Moral Evaluation Dimension Based On The Stakeholders Identify

From 1978 to the end of 2009,in a short span of only 30 years of time, the Chinese marketing have gone through the course of nearly a hundred years in Western developed countries and made brilliant achievements. Development path by economic field expands gradually to the society, by the tangible products field expanding into intangible products, the domestic market expansion into the international market, from the close to the open. Along with market economy, the enterprises' products quality convergence is serious, which constantly improve the requirements of the enterprise from the past emphasis on product quality, performance, price and other enterprises gradually shifting brand image and corporate image. The increasingly fierce competition between enterprises, must mining the new competitive advantage outside the cost, service quality. The corporate image, especially the moral image becomes more and more important, the enterprise behavior whether accord with society recognized the moral standards, relates directly to the enterprise long-term survival and economic interests.However, because of the economic interests driven, the imperfect legal system, mental confusion and other reasons, there are many immoral phenomena, Such as "toxic milk powder incident", "Heng YuanXiang's Ad incident", not only damaged the consumers' interests but also seriously disturbed the normal order and healthy development of the market. The development of market economy in China urgently needs ethical support, need to present the enterprise ethics, moral in-depth study of marketing, with Chinese characteristics for the construction of the marketing ethics, effectively improve marketing decision quality provide a theoretical basis. Only the ethical marketing can promote the development of the market economy, promote the progress and sustainable development of the society.The paper first expounded the relationship between the enterprise marketing and marketing ethics, the internal and external influence factors in marketing ethical decisions making; Then reviewed the domestic marketing ethical theory research, marketing moral judgement theory and decision-making model, analyzed the two existing models can be improved, this study raises the two important points in this paper that the "who" speak to ethics and moral dimension to the evaluation of measurement marketing. Next through the investigation and in-depth data interviews on enterprise marketing ethical decision making an exploratory defined of the enterprise marketing ethical marketing decision interests, combined stakeholders classification with the enterprise life cycle theory and empirical studied the importance of stakeholders' classification in different stage of life cycle of erterprise. From the buyer (consumer)perspective of exploratory to establish a tried of enterprise marketing ethical evaluation index of dimensions structure, finally to improve the enterprise marketing ethical decision provides ideas and countermeasures. Through the study of this paper in order to help companies understand the consumer perspective in a timely manner, so as to develop a more ethical corporate marketing decision-making and effective management to help.