Research On The Decision-making In Marketing From Marketing Moral In Chinese Dairy Processing Enterprises

After several years of rapid growth, China's Dairy Industry is in the amount of expansion from a simple change to the overall optimization of the structure, and is in the critical period of enhancing the quality and competitiveness of the industry. From the Perspective of Marketing Ethics on Marketing Decision processing of dairy industry, to promote the development of dairy industry and the efficiency of dairy enterprise has important practical significance.In recent years, China's dairy industry is in good shape, which develops fast. The demand of consumer market for dairy products has been rapidly expanding, which have driven around many related industries. However, with the rapid development of dairy industry, lack of marketing ethics has existed in many dairy companies. Therefore, it is necessary to strengthening the study of dairy companies` marketing decision from the marketing ethics perspective on processing. This not only enables dairy processing enterprises realize the importance of marketing ethics, shaping their image and promoting its good development, but also promote fair competition to improve its market mechanism and system in dairy markets. At the same time, it can ensure social stability and the interests of consumers against infringement.This paper consists of six chapters: Chapter I, Introduction. It described the research background and significance. Using the comparative method to analyze the status of domestic and international marketing ethics research and introduced research methods, innovations, structure and framework in this paper. Chapters II, review of the theory in marketing ethics. Defined the relevant theoretical, and described the model framework in marketing ethics decision-making. Chapter III, expounded the causes why introduce marketing ethics decision-making factors into marketing ethics and its status. Chapter IV, construct a decision-making model based on morality in marketing dairy processing enterprises to guide the dairy processing enterprises emphasis on the moral factor. Chapter V, it established marketing ethics decision making model and evaluation index system of dairy processing enterprises, and further subdivision and quantify the marketing ethics decision-making indicators. Chapter VI, put forward some suggestions and countermeasures to improve the dairy processing enterprises in marketing ethics.This Paper summarizes the scholar's theory, and put together the framework of the relevant graphics, Based on which this paper proposed new marketing ethics decision-making model and build index system. It helps Dairy processing companies to examine their own ethical marketing decision-making, and to find the factors, and thus improve the enterprise's marketing ethics, and establish a good corporate image, enhance competitiveness and better business development, thus to promote the progress and development in dairy industry.