营销对抗中的商业伦理（Business ethics in marketing confrontation）.doc

营销对抗中的商业伦理（Business ethics in marketing confrontation） In 1998, Amartya Sen, an economist in India, was awarded the Nobel prize for economics, on the grounds that he made a major contribution to economic research from an ethical perspective. He believes that any persons behavior is under certain ethical background, leaving the ethics and simply emphasize the economic rationality of people will only weaken the predictive ability of economics. In fact, classical economics has established the economic man hypothesis, however, Adam Simy pointed out that the side of human self-interest in the theory of moral sentiments, and particularly emphasizes the importance of peoples sympathy and altruism for a healthy society. However, the hypothesis of economic man gradually deviated from the ethical characteristics and evolved into selfish people. In order to maximize profits, enterprises in order to occupy a favorable position in the fierce market competition, to maximize the boundaries of expanding their own behavior, wandering at the edge of the law, even breaking the law. In China, contrary to business ethics and even against the law, this is the original sin of enterprises and entrepreneurs. China is not a country with a very commercial tradition. Even though businessmen have very strong economic power, they have always been on the edge of the mainstream ideology. Even now, entrepreneurs can gradually to a group of image have a decisive impact on the whole society, but because of the lack of business ethics, because of the existence of original sin, so that ordinary people have a moral superiority on the. The common peoples moral superiority and economic sense of frustration interact with each other, which leads to a very distorted and contradictory view of the whole society and enterprises and entrepreneurs. Our country and our enterprises through the rapid development, and looked behind the prosperity and glory, some areas turned out to be a mess. The sense of weightlessn