经济转型期企业网络营销伦理水平影响因素模型研究

The Research of Influence Factors Model of Enterprise Network Marketing Ethics Level in Economic Transition Period

电子商务的高速发展使得众多企业纷纷进行电子商务模式转型,但由于我国经济尚处于升级转型期,因此在转型过程中存在很多问题,尤其是企业网络营销伦理缺失的问题,因此有必要对企业网络营销伦理水平的影响因素进行深入研究。在现有研究基础上,借助菲利浦·科特勒的大市场营销6Ps(产品、价格、渠道、促销、权力、公关)策略对企业网络营销伦理水平影响因素进行分析,构建企业网络营销伦理水平影响因素模型,并基于模型分析对企业提高网络营销伦理水平提出建议。

With the rapid development of e - commerce, so many enterprises have carried out the transformation mode of e- lectronic business affairs. Because China＇s economy is still in the transformation period, there are many problems in the process of transformation, especially the enterprise network marketing ethics problems, which is necessary to conduct in - depth study on influencing factors of enterprise network marketing ethics level. Based on the previous research, with the help of Philip Kotlerg big 6Ps marketing （product, price, channel, promotion, power, public relations） strategy, the pa- per carries out the thorough analysis on influence factors of enterprise network marketing ethics level, and builds a model of influencing factors. Firstly, researches on the enterprise marketing ethics has been combed and summarized; secondly, the importance and the lack of ethics of network marketing ethics construction are analyzed ; Then on the basis of predecessors ＂research, the paper constructs an influence factor model of the enterprise network marketing ethics level ; Finally, based on the model analysis, suggestions for enterprises to improve the network marketing ethics level are put forward.