基于商业伦理约束的网络口碑营销重塑

基于网络沟通的匿名性特点使企业在网络口碑营销中偏离了基本的商业伦理规则,做出许多有违道德底线的行为。本文基于商业伦理约束,对企业营销的意义提出企业在口碑营销中应该以诚信作为基本的商业伦理准则,提出了口碑不是炒作,必须遵循商业伦理要求,把握网络口碑原则,树立正确竞争意识和观念,以此重塑网络口碑营销。

The characteristics of the anonymity of internet communication deviates enterprises away from basic business rules in internat public praising marketing and commit a lot of behaviours in violation of ethics baseline.Based on the business ethics restriction,this paper believes tha enterprises should take integrity as basic business ethics rule in public appraising marketing,and proposes that public praising is not speculation,and must comply with the requirements of business ethics,hold the principles of internet public praising,establish sound competition counsciousness and ideas so as to remold internet public prasing marketing