Retail Enterprise Marketing Ethics Evaluation System Construction

Since China entered the WTO in2001, its economic development has a rapid speed, and achieved remarkable results. However, at the same time, the market competition becomes increasingly fierce. Then, some enterprises in order to achieve good results in the competition, increase marketing efforts, which resulted in many problems in marketing ethics, and the consciousness about marketing ethics of the people or enterprises in our country is weak, all of these encourage unethical marketing behaviors. The unethical marketing behaviors of enterprises in the marketing process not only harm the interests of the consumers, but also are bad to enterprises’ development in the future. The research in our country about marketing ethics is too late, especially in the practical application of marketing ethics is lacking. How to evaluate a company’s marketing ethical standards, and through the evaluation how to shows the true business marketing ethics situation, these questions are the crux of marketing ethics in academic research.This paper draw on previous research results on marketing ethics, and reviewed marketing ethics evaluation at home and abroad, build out a marketing ethics evaluation index system for the retail enterprises in our country. This system contains5indicators in the first level,20secondary indicators. This first level indicators based on the theory of Ross’s The Prima Facie Duty, according to this theory establishes the5indicators:integrity and trustworthiness, fairness and justice, nonmaleficence, self-improvement, and social returns. Each indicator of the first level has four second indicators which related to the core of the retail business, reflects the company’s specific marketing behaviors. Then through the expert scoring method and AHP to determine the weights of the indicators, and build up a complete retail business marketing ethics evaluation index system. Using this index system to evaluate a well-known retail enterprise named W as a empirical study to test and verify this index system. Through store interviews, field research questionnaires to collect data, and obtained the relevant data, then use the evaluation index system and model to evaluation the enterprise W. At the end, enterprise W marketing ethics evaluation score is79.32points. This paper built out an evaluation index system which suitable for evaluating retail enterprises’ marketing ethics level. And in the text, there is a self-evaluation for the system. The author Combine the W enterprises empirical results and the actual situation in retail market of our country, give some advices to strengthening marketing ethics. In the end of the article, the author points out the inadequacies of the present study and research on the future prospects for marketing ethics.