特斯拉在中国的营销伦理困境分析--基于Murphy等的“解决伦理问题的七步决策模型”

Analysis of Tesla’s Dilemma of Marketing Ethics in China--Based on“Seven-step Decision-making Model for Resolving Ethical Issues”by Murphy et al.

随着中国对外开放程度的不断加深,越来越多的外国企业进入了中国市场,但是随之而来的经营环境的复杂性不断挑战着中国社会的伦理与责任,企业决策也变得日益困难。文章通过引入Murphy等,2017年的“解决伦理问题的七步决策模型”对特斯拉的营销伦理危机进行分析,并尝试解读中国传统伦理对西方企业在华经营的影响,对企业进行营销伦理决策提供了新的方向。研究发现,受中国传统伦理影响,中国消费者对个人意见是否被重视十分敏感,并习惯通过更高层级的社会公权力代理人来压制底层级公权力代理人及强势群体。

With the continuous deepening of the degree of China’s opening-up,more and more foreign companies have entered the Chinese market,but the accompanying complexity of the business situation continues to challenge the ethics and responsibilities of Chinese society,and corporate decision-making has become increasingly difficult.The article analyzes Tesla’s marketing ethics crises by introducing the“seven-step decision-making model for solving ethical issues”by Murphy et al.,in 2017,tries to interpret the impact of traditional Chinese philosophies on Western companies’operations in China,and provides new possibilities of marketing ethics decision-making for companies.The study found that,infl uenced by traditional Chinese ethics and philosophies,Chinese consumers are very sensitive to whether personal opinions are valued or not,and are accustomed to suppressing lower-level public power agents and powerful groups through higher-level social public power agents.