China’s Real Estate Enterprise Marketing Ethics Study

Since the reform and opening up, China’s real estate industry has made rapid development,has played an important role in stimulating the growth of the national economy and people’sliving standards improve, with the increasingly fierce market competition, some real estatecompanies in order to obtain greater benefits, theydespite the limitations of the legal and moralconstraints, in real estate marketing appear contrary to the ethics of the phenomenon, such assubstandard housing quality products, supporting not honored; the fraudulent pricing on the pricedifferential pricing; distribution on real estatecorporate monopoly on the market, brokers disloyal;promotional aspects on false advertising and misleading advertising. Behavior contrary to theethics of marketing real estate enterprises in China in the marketing process, a great deal ofdamage caused by the vast number of consumers and the public interest, at the same time, alsoundermined the credibility and image of the industry itself, is not conducive to the healthy andsustainable development of the enterprises.This article marketing "4P" theory and ethics in moral decision theory as the theoreticalbasis, combined with the actual status quo of China’s real estate enterprise marketing ethics, andpointed out that the real estate companies from the four aspects of the product, price, distributionand promotion marketing Demoralizationphenomenon, from both internal factors and externalenvironment, to analyze the impact of China’s real estate enterprise marketing Demoralizationreasons, provided the basis for the proposed solution to the problem countermeasures.So, how to solve the problem of China’s real estate corporate ethics and marketing ethicsanomie it? Finally, through a combination of the foregoing problems causes for the problemsfrom the internal and external angle propose solutions. Specific leader should establish thecorrect marketing ethics, attention to the real estate enterprise culture construction, strengthenthe the employee moral development of the real estate business, the establishment of evaluationmechanism of effective marketing of real estate enterprises ethical norms, improve our existinglegal system, strengthen the regulatory body of the industry self-construction, strengthenpropaganda and supervision, strengthen the real estate consumer protection awareness, andcomprehensively promote the recommendations of the social credit system construction, westudy and solve existing problems and make recommendations accordingly, can provide areference for the development of the real estate business direction, and to accelerate theeconomic development of China’s real estate has a certain practical significance.