Study Of Marketing Ethical Issues Of Large-scale Retail Enterprises In China

With the continuous development of market economy and the in-depth study and practice of marketing theory, the retail trade provides an increasingly rich products for the community and the general consumers to improve people's standard of living, and even change people's way of life and do out a significant contribution for the community. But at the same time as the growing competition in the retail market, making some retail businesses have adopted means that were contrary to law and marketing ethics to fight for consumers and to seek benefits, not only directly harm the interests of consumers, but also seriously affected the market and even the healthy development of society.In this paper, we major study of large-scale retail enterprise of China marketing ethics, from the present situation of marketing ethics of large-scale retail enterprises of China, pointed out that the phenomenon of marketing ethics anomie in the marketing process, described the harm caused by the presence of these phenomena, and analysed the external and internal factors of large-scale retail enterprises of China, Identified leading to the reasons for the phenomenon of marketing ethics anomie.Finally in order to be able to regulate marketing ethics of large-scale retail enterprises of China, made wide-ranging recommendations in the respect of construstion of marketing ethics. First introduced the basic principles of marketing ethics that the retail trade should be followed, and then separately from the external environment and internal marketing ethics of large retail enterprises of China, to build two major aspects to strengthen its construction of marketing ethics.