商业伦理视角下的微信营销

We Chat Marketing from the Perspective of Business Ethics

微信作为新一代平台级创新在商业营销过程中有别于以往传统的网络营销。聚焦微信营销可以分析出其亲近化、猛烈化、碎片化和多元化的特点,在此基础上也出现了一些有违伦理的现象。匡正微信营销中的不良行为需要重新回到伦理的框架之下,商业伦理的重要性不仅是竞争力,也是企业的价值追求,有伦理的营销才是企业长远发展的正途。

We Chat, which is the innovation platform, takes new role that is quite different from the traditional Internet platform in the progress of business marketing. Focusing on We Chat marketing, we can analyze its features—being closer, fierce, fragmented and diversified. There have been some unethical phenomena. Returning to the ethical framework is not only important to corporate competitive, but also is the pursuit of business value. Ethical marketing is the right path for development in the long run.