浅议网络营销中的道德问题

On Ethical Issues in Network Marketing

网络营销是企业利用网络平台开展营销活动。由于其具有降低营销成本、促进企业与消费者之间的互动、突破时空限制等优点,许多企业越来越重视网络营销,纷纷开展网络营销活动,但是部分企业受到利益的驱使,在网络营销过程中实施不道德商业行为从而获取不当利益,给消费者带来了极大的损失,道德缺失已经成为影响网络营销顺利开展的障碍之一,为了改变此现状,促使企业网络营销活动可以健康的发展,必须通过现有的途径开展企业网络营销道德建设。

Network marketing is using the Internet platform to carry out marketing activities. Due to its advantages of lower marketing costs, of facilitating interaction between businesses and consumers, and breaking the constraints of time, many companies emphasize more and more on network marketing, and network marketing activities. However, being driven by the interests, some companies implement unethical business practices in network marketing process in order to gain an unfair advantage, bringing consumers a great loss. Loss of morality has become one of the obstacles to the smooth development o5 network marketing. In order to change this situation, and to promote the healthy development of enterprise network marketing activities, we must carry out the ethics construction of enterprise network marketing through existing means.