Enterprise Product Pricing And Ethical Research, Analysis And Evaluation

There exist numerous ethical issues in modern enterprises during their marking activities, which have seriously harmed the interests of the public, society and enterprises. As an important factor of the marketing mix, pricing is confronted with a number of ethical issues concerning social factors, environmental factors and customers. In order to maximize self-interests, some enterprises conduct immoral pricing, which not only have undermined the principle of fair competition and harmed the interests of the consumers and society, but also have affected the enterprises' credibility and image, and resisted their long-term development. Research on pricing ethics is the developing trend of marketing management, will conduce to the furtherance of theoretical research in marketing ethics and contribute to the progress of judging the ethical level from enterprises pricing, and will help enterprises make correct and ethical pricing decision, and supply the establishment of pricing ethical with the theoretical criteria and guide.On the basis of analyzing the purpose and meaning of research on enterprises' pricing ethics, and summarizing current domestic and international research situation and achievement, the paper probes into the definition, main performance and accounts of the pricing ethics, and puts forward the main harmfulness and definition methods of the immoral pricing. Second, it gives the basic ideas for the evaluation of pricing ethics, and establishes the evaluating index system and the ethical evaluating model, and carries out the analysis of application and calculation. Third, it analyzes pricing ethics through game method and builds two game models, including the static game model for pricing based on marketing ethics and the repeated dynamic game model based on enterprises' long-term profit. The end, the paper discusses how to construct pricing ethics by introducing the concept of ecosystem. It analyzes internal and external components of ethical ecosystem in enterprises pricing, and puts forward concrete measure for its sustainable development.