The Research Of Network Marketing Ethics Evaluation Based On The Marketing Process

As science and technology development, China’s economic strong development speed in the 1990s, people increasingly diversified demand, the emergence of the Internet, the widespread application of network technology and the advent of the era of network not only make the traditional way of marketing break through the limitation of the geographical, time and space, to a certain extent to closely integrate marketing and consumer, for the advent of the era of Internet shopping providing the powerful safeguard. But, in the process of network marketing, there will always be some businesses and companies in order to pursue their own economic interests, while ignoring the respect for basic rights of consumers, like using the Internet to sell fake and inferior commodities, driving up the product price and consumer privacy infringement highly immoral phenomena has became the main problems of consumers, businesses and society. Immoral marketing is not only to ethical businesses and consumers a serious impact, but also by increasing marketing costs, resulting in damage to the interests of consumers, disorder state tax revenue and the market order has been damaged worse consequences. When companies disclose immoral marketing, consumers will lose the trust of the industry, resulting in a decline of the industry as a whole class, which will hold back network economic development. Therefore, to achieve win-win situation, enterprise must rely on strong ethics advantages to enhance enterprise image, reputation and employee morale and other key factors, get a good social image and lasting customer loyalty, enhance core competitiveness.Through consulting massive literature material at home and abroad, this article mainly from the perspective of consumers discusses anomie issues in the marketing process of network ethics. This paper first introduces the network marketing concepts, summarizes the research status of network marketing at home and abroad, then divides the network marketing moral stages in the marketing process and consumer online shopping process diagram is given based on consumer. Through the selection of indicators, questionnaire survey and a series of methods such as fuzzy evaluation method, this paper tries to establish network marketing moral system evaluation system based on the marketing process. Finally, from the concept, safe, legal and public opinion, a series of proposals and measures are put forward, which provide strong theoretical support to promote the development of China network marketing industry.