市场营销的伦理问题及防范对策研究

市场营销是促进经济社会发展的动力之一,然而在市场调研、产品竞争、定价、促销、营销渠道等市场营销活动中却存在形形色色的伦理问题。利益冲突在所难免,但是一些合理的策略则可以不同程度地抑制企业伦理问题的产生．企业可以充分发挥文化软实力的作用,加强人力资源管理,企业领导以身作则遵守伦理守则。

Study on Marketing Ethic and Preventive Countermeasures

The marketing is one of the motive forces of promoting soeio-economic development. However, there are varied ethics problems in marketing activities such as market survey, product competition, price fixing, promoting, and marketing channel etc. Actually, despite of interest conflicting, some reasonable policy can be taken to prevent the problem of marketing ethic. This paper proposes enterprises take some countermeasures against marketing ethic by playing the role of culture, such as strengthening management of human resources and setting examples of leaders＇ complying with code of ethics.