Ethical Analysis Of Network Marketing In China

With the development of the new economy to promote the electronic information technology, the rise in twentieth Century 90’s network marketing as a new marketing mode ascend the history stage. Today, the network marketing is gradually developed into enterprise, especially the electronic commerce enterprise must approach to marketing. As premier Li Keqiang in March 15, 2015 the prime minister press conference speaking, "new formats such as e-commerce, greatly promote the employment and creates employment post, stimulate the consumption, people on the Internet consumption often more enthusiasm " "Online store and The entity shop creates more energy, creates more space. " The most fundamental changes in the new economic era brings to human society, is between the person and person can direct, convenient, low cost communication through the Internet, greatly reduces the cost of enterprise marketing. But because the Internet has universality, openness, concealment and no constraints and other characteristics, which makes the people’s online behavior broke the traditional moral and ethical norms, human society is facing the challenge of new era of network. Network marketing of our country starts late, the low level, enterprises in the process of network marketing there are a lot of ethical anomie phenomenon, had a bad effect on the normal market order. The healthy development of network marketing is not only related to the network market and network society, but also relates to the social reality of the market order and the interests of consumers, Therefore, research on network marketing ethics has important theoretical significance and practical value.This paper uses the method of case analysis, multi subject combination method, literature research and data analysis of combining research methods, starting from the interpretation of the concept of network marketing and network marketing ethics, explains the basic theory of network marketing ethics, analysis of the causes of the development of network marketing in our country is not moral problem and produce, and put forward the realization path of network marketing ethics. In order to provide theoretical support and practical path for the healthy development of network marketing in china.The full text is divided into four parts:Part I, The theoretical explanation of network marketing ethics. Mainly on the concept of network marketing and network marketing ethics is defined, to the network marketing ethics and academic source conditions is expounded, and discusses the theoretical value and practical value of network marketing ethics.Part II, Network marketing ideas of ethics and moral standards. Mainly elaborated the network marketing network marketing should adhere to ethical principles of network marketing idea in order to take advantage of justice and benefit simultaneously; should follow the honest and trustworthy, even bargain, mutual win-win situation and social responsibility of network marketing moral behavior standard.Part Ⅲ, The ethical problems and their causes in the development of Internet marketing. The main ethical issues arising in the process of network marketing from the information, consumer rights, commodity trading, logistics four has done systematically explained.Part Ⅳ,The realization of the internet marketing ethics path. In order to better develop Internet marketing for the existing problems, put forward specific measures, including: strengthening the building of network security, to play the role of the technical aspects of protection: strengthen internal moral construction, improve enterprise level network marketing ethics: Play the role of government in Internet marketing ethical construction; Strengthen the supervision and management industry association; strengthen the supervision and management of industry associations to play the role of industry self-regulation; strengthening the supervisory role of third parties, improve the moral consciousness of network marketing.