电子商务背景下商家营销道德失范问题探析

Study on Moral Anomie of Business Marketing under the Background of E- commerce

电子商务在给人们带来便利同时,也因为电子商务参与者存在的道德失范问题给人们带来困扰。产生道德失范问题的主要原因在于电子商务行业自身的特点、缺乏自律观念、社会信用环境不佳、信息不对称、相关法律法规不健全等。针对这些问题,应该从完善电子商务相关法律法规、完善电子商务信用体系、加强行业自律、不断提高电子商务行业从业人员职业素养和道德素质、建立电子商务外部监管体系、提升电子商务技术水平等方面入手,进一步规范电子商务企业行为,不断营造更加健康的电子商务环境,促进电子商务健康发展。

When e-commerce brought convenience to people, it also brought perplex due to the moral anomie of e- commerce participants. The moral anomie is mainly because of the self-characteristics of e-commerce, shortage of self-disci- pline concepts, bad social credit environment, asymmetrical information and incomplete law and legislation. Aimed at these problems, we should start form raising the professional quality and moral quality of e-commerce person, establish external regulation system of e-commerce and increase e-commerce technology level, further normalize the e-commerce enterprise behavior, continuously build much healthier e-commerce environment, and improve the healthy development of e-commerce.