我国网络营销中的道德问题及其对策

The Ethical Issues in China's Online Marketing and the Countermeasures

网络营销作为一种新的营销方式,在发展过程中面临着诸如侵犯隐私权、信息欺诈、数字化产权、信息污染、信息安全等一系列营销道德问题。要从多方面入手,努力加强网络营销道德建设,使符合法律和道德要求的网络营销行为得到良好的回报,使违法的、不道德的营销行为受到限制、谴责和惩罚,从而形成良好的网络营销道德。在外部环境建设方面,要加快电子商务立法,修改《广告法》,完善《合同法》,加强舆论监督和行业协会管理,完善企业信用社会评价体系,监督和披露营销不道德行为;在企业内部环境建设方面,要树立社会营销观念,提高自身素质,坚守网络营销道德,促进网络营销道德和企业文化结合,建立网络营销道德规章制度等。

There are some ethical problems with the development process of online marketing, which is a new pattern of marketing, such as the right of privacy, information deceive, digitalized property right, information pollution and information safety. To improve the ethical level of online marketing, we should work hard to strengthen the consciousness of ethics in online marketing, guarantee the sound rewards for online marketing according with the requirement of law and ethics, and limit, blame and punish the illegal and unethical marketing behaviors. In terms of external environmental construction, we should accelerate the formulation of the law of E-commerce, accelerate the modification of advertising law, perfect the law of contract, strengthen supervision by public opinion and management of industrial association, perfect the social evaluation system of corporate credit, and supervise and disclose the ethical behaviors of marketing; in terms of internal environmental construction, we should foster the concept of social marketing, improve our own quality, adhere to the ethics of online marketing, promote the combination of online marketing ethics and corporate culture and formulate the related regulations of online marketing ethics.