Research On Ethical Issues In The Marketing Strategy Of Q Real Estate Company

Moral marketing is the necessary condition for enterprises’development under the condition of market economy.In the operation process,only those enterprises that obey the ethical norms of marketing and earnestly fulfilling their social responsibilities can obtain their due profits.The products of real estate company are related to people’s live and work,social wealth creation and harmonious development.In recent years,when real estate booms,there are problems such as the lack of marketing ethics behavior,violation of consumer rights and interests,disruption of the market order and damage against the harmonious social development.How to promote real estate enterprises to build perfect system of marketing ethics to curb anomie behavior of marketing ethics of real estate enterprise has become a key problem to be solved urgently.In recent years,Q real estate company has obtained rapid development,but it has neglected the marketing management,which have caused the problem of marketing ethics anomie.Through the form of questionnaires,customers of Q company’s are investigated,marketing ethics anomie problems are summarized from four aspects:product strategy,price strategy,distribution strategy and promotion strategy.The survey points out that there are four problems in Q company:lack of honesty and credit responsibility,differential treatment of customers,information distortion and leakage,false propaganda and unethical profit.After that,analyze the negative effects of existing problems on the company’s development,and then discussed the reason of the problems from the internal and external of the enterprise.For the lack of corporate integrity responsibility,it is mainly due to the imperfection of market system and the deviation of leaders’marketing ethics;for the problem of differentiated treatment of customers^[3],it is due to the asymmetry of market information and the lack of corporate ethical culture;for the problem of information distortion and leakage,it is due to the imperfection of corporate information and ethical marketing supervision mechanism;and for false propaganda and immoral profit,the reason lies in the high liquidity of salesmen and the imperfect training system of the company.Finally,this thesis puts forward reasonable suggestions from the following aspects:establishing correct marketing ethics,establishing enterprise ethics culture,perfecting the supervision system of marketing ethics and improving the quality of employees,hoping to provide reference for Q company and similar real estate companies to establish a sound marketing ethics system.