Ethical Issues Of Event Marketing In Digital Communication Era

The era of digital communication in the enterprise marketing activities become more innovative and diverse,in the flood of information,attention resources scarce at present,event marketing is a kind of effective means,but in order to win the eye,many enterprises Zoupian Jian Feng,planning,contrary to the ethical pollution social marketing events,although a short period of time to obtain a large number attention,but this approach is not desirable.This paper discusses the ethical problems cause marketing activities of digital communication in the environment,in the negative case enterprise event marketing as the research object,combining the case and theory of ethics,and to discuss the marketing practitioners of this phenomenon.In the introduction,points out the background,purpose and significance,relevant literature review of the event marketing and network ethics and business ethics,this article describes the research methods: literature research,case analysis,in-depth interview,focus group interview,put forward the research and innovation;digital communication and event marketing two concepts described in the second chapter,based on a case analysis of the communication system and characteristics of event marketing;in the third chapter reveals the negative influence of ethical problems in the event marketing and production;the fourth chapter from the audience and enterprise's angle analysis the causes of the problems;the fifth chapter examines the ethical issues of the event marketing from the ethics the critical angle,and discusses the solution.