试论企业网络营销道德建设

Discussion on the Building of Ethics in Enterprise E-marketing

随着我国企业网络营销的迅猛发展,网络营销中出现的诸多道德问题阻碍了网络经济的发展。本文主要探讨了企业网络营销过程中的一些不道德问题,对出现这些问题的原因进行了分析,并提出了应从加强网络安全基础设施建设、健全网络营销管理的法律规范体系、坚持企业自律和行业管理相结合、加强消费者教育、加强舆论监督等方面加强企业网络营销道德建设。

With the rapid development of Enterprise E-marketing in our country, the Ethics in Enterprise E-marketing frustrates the development of the Electronic economy. The paper attempts to do research on Ethics in Enterprise E-marketing, analyze the reasons why the ethics problems appeared, and put forward the suggestions to strengthen the building of the Ethics in Enterprise E-marketing from the following aspects： to strengthen the infrastructure of the internet security, to consummate the law and criterion of E-marketing management, to insist on the both outside restraining mechanism and inside self-discipline mechanism, to reinforce the education of the consumer and consensus supervision and so on.