Enterprise Product Marketing, Moral Evaluation

With the constant development of the market economy of our country, enterprises offer the abundant products day by day to the society and the masses of consumers. Enterprises have made enormous contribution for the society and improving the people's living standard. At the same time, the constant aggravating market competition and the competition law that selects the superior and eliminate the inferior make some enterprises adopt the mean which violates law and marketing ethics to try for customers and obtain heavy profits, such as producing and selling fake and forged products, luring consumers buy these products that they do not need, making and propagating sham ads, exaggerating function of products etc. These behaviors that violate law and marketing ethics not only destroy fair competition principles, but also damage interests of the masses of consumers and society, influence the enterprise's own prestige and image and do not benefit the long-term development of enterprises. Marketing ethics appears with market economy. The existence of market economy and marketing activities must require that marketing activities receive the marketing ethics' restraint.This paper probes into tentatively marketing ethics evaluation at the foundation of analyzing the necessity of marketing ethics research, current domestic and international research situation, achievement and problem in research. First, the paper sets up the index system and evaluation mode of enterprise marketing ethics synthetically according to the design principles, of index system at the base of analyzing immoral behaviors, and divides immoral behaviors of enterprise products into quality, security, service, packing and environmental pollution. Second, according to actual problems of enterprise in our country, the paper analyzes in detail five respects of enterprise products, designs two or three factor indexes to each respect, evaluates and deals with each index with ration, sets up the index system and evaluation mode of product quality, security, service, packing and environmental pollution, and carries out applied analysis at last.