本研究将综合运用伦理学、心理学、社会学、经济学、管理学等多个学科的
思想、理论、成果来分析我国企业营销中存在的道德问题及营销道德失范的后果，
探讨影响企业营销道德决策的各种内外部因素（个人因素、组织因素、外部环境
因素）。在此基础上，本研究最后从改善外部约束机制及强化内部约束机制两个
方面提出了改善我国企业营销道德的若干思路。
关键词：市场营销；营销道德；约束机制
Abstract
With the constant development of the market economy of our country,
enterprises offer abundant products day by day to the society and the masses of
consumers. At the same time, the constant aggravating market competition and the
competition law which selects the superior and eliminates the inferior make some
enterprises adopt the mean which violates law and marketing ethics to try for
customers and obtain heavy profits, such as producing and selling fake and forged
products, luring consumers buy those products that they do not need, making and
propagating sham ads, exaggerating functions of products etc. These immoral
marketing deeds not only destroy fair competition principles , but also damage
interests of the massed of consumers and the society, influence the enterprises’ own
prestige and image and do not benefit the long term development. So marketing ethics
has growing importance in our country. This thesis is arranged as follows.
Chapter one introduces the background of research, the meaning of research, and
lastly introduces the research contents and framework.
Chapter two focuses on literature reviews. First, this thesis traces the evolution of
marketing ethics. And then , the thesis introduces main theories of marketing ethics,
stress recommends The Prima Facie Duty Framework 、 The Proportionality
Framework 、The Social Justice Framework and The Hent-Viele Model.
Chapter three focuses on analyzing the phenomena and the aftermath of immoral
marketing deeds in China. The section one probes into the immoral marketing deeds
in products、price making、promotion、distribution. The section two analyzes the
aftermath of immoral marketing deeds, including deteriorating the environment of
company, heaving the marketing cost, damaging benefits of society and consumers
etc.
Chapter four contributes to the analysis on determinants of decision making on
marketing ethics. the determinants can be identified as external factors 、individual
factors and organizational factors. Individual factors contain the demographic factors、
the moral cognitive development, values ,religion, personality and pressures from
family. The organizational factors consist of the corporate cultures, the ethical climate,
the structure of organization, significant value etc, and the external factors refer to the
social environment, laws, the pressures of the consumers etc.
Chapter five gives suggestions on how to improve the ethical marketing
decision-making. This thesis argues that the government should actively undertake the
following tasks, such as to complete the laws and regulations, to speed up the setup of
the society credit system etc. As to the industry, the association should develop and
perfect the codes of ethics for companies in the same line and provide ethical
guidelines. The other societal strength includes the supervision from the news media
circle and the instructions from the education circles. Besides above forces, the
company can do much to improve the ethical marketing decision-making, they have to
foster moral leaders, moral corporate culture, moral marketing strategy and moral
control by endeavors on their organizations and institutions.
Key words: Marketing; Marketing ethics; Countermeasures
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