（参考）网络营销中存在的道德问题及对策研究.docVIP

网络营销中存在的道德问题及对策研究 摘要 网络营销是人类经济科技、文化发展的必然产物，具有国际化、信息化和无纸化，已成为各国营销发展的趋势。Abstract Network Marketing is the economic, technological and cultural development of natural products, international, and information and paperless features, has become marketing development trend. Network Marketing, as a new marketing approach, is faced with the challenge of marketing ethics in the development process. Performances of network marketing moral issues, which can be of tremendous harm, are multifaceted. The formation of those issues is closely related to the features of network marketing, and the government, industry, society, and enterprises should work together to improve the ethical standards of network marketing. Based on a brief introduction to network marketing and marketing moral theory, this paper raised various performances of moral issues of network marketing and the negative impact, through credit issues, privacy issues, information dissemination problem, digital property rights, information pollution, such as information security issues, analyzed the moral causes of its formation from both the macro and micro perspective, and proposed solutions respectively in many adverse conditions, hoping to provide a effective theoretical reference for the improve the moral standards of network marketing In the current economic circumstances of specific. . Keywords：Network Marketing Marketing Ethics Asymmetric Information 目录 一、概 述 1 （一）网络营销的涵义 1 （二）营销道德的涵义 1 二、网络营销中的道德问题表现及负面影响 2 （一）网络营销中的道德问题表现 2 （二）网络营销中道德问题的负面影响 5 三、网络营销中道德问题的成因分析 7 （一）宏观成因分析 7 （二）微观成因分析 8 四、网络营销中存在的道德问题的对策 12 （一）总体对策 12 （二）具体对策 13 结 论 18 参考文献 19 致 谢 20 一、概述 （一）网络营销的涵义 网络营销是指为实现企业的营销目标，借助于互联网、电子通讯和数字交换等系统进行的一系列商务活动，主要包括网上广告、定货付款、客户服务和货物递交等售前、售中、售后服务，以及市场调查分析、财务核算及生产安排利用等利用I开发的商务活动。 道一般指事物发展变化的规律和法则，德主要是指人的品行、人格等。道德是人们对于自身所依存的社会关系的一种自觉反映形式，是依靠教育、社会舆论和人们内心信念的力量，来调整人们之间的相互关系的观念、原则、规范、准则等的总和。市场营销道德指消费者对企业营销决策的价值判断即判断企业营销活动是否符合广大消费者及社会的利益能否给广大消费者及社会带来最大的幸福。这势必涉及到企业经营活动的价值取向要求企业以道德标准来规范其经营行为及履行社会责任。营销道德则不仅指法律范畴，