文档介绍：网络营销中存在的道德问题及对策研究
摘要
网络营销是人类经济、科技、文化发展的必然产物,具有国际化、信息化和无纸化的特征,已成为各国市场营销发展的必然趋势。作为一种新的营销方式的网络营销,在其发展过程中同样面临着道德——营销道德问题的挑战。
网络营销道德问题的表现是多方面的,这些问题的形成与网络营销的特点密切相关,其危害亦异常巨大。正因为如此,网络营销中的道德问题更加需要政府、行业、社会、企业多方面的关注与努力来提高企业的网络营销道德水平。
本文在简要的介绍了“网络营销”和“营销道德”基本理论的基础上,通过对网络中的信用问题、隐私权问题、信息发布问题、数字化产权问题、信息污染问题、信息安全问题等在网络营销中存在的各种道德问题的表现及其负面影响的阐述,结合从宏观和微观两个角度对网络营销中道德问题成因的分析,有针对性地提出了在诸多不利条件下现实网络营销道德问题的解决对策;望在当前特定经济环境下对切实提高网络营销道德水平提供一定的理论参考。
关键词:网络营销营销道德信息不对称
Abstract
Network Marketing is the economic, technological and cultural development of natural products, international, and information and paperless features, has e marketing development trend. Network Marketing, as a new marketing approach, is faced with the challenge of marketing ethics in the development process. Performances work marketing moral issues, which can be of tremendous harm, are multifaceted. The formation of those issues is closely related to the features work marketing, and the government, industry, society, and enterprises should work together to improve the ethical standards work marketing.
Based on a brief introduction work marketing and marketing moral theory, this paper raised various performances of moral issues work marketing and the negative impact, through credit issues, privacy issues, information dissemination problem, digital property rights, information pollution, such as information security issues, analyzed the moral causes of its formation from both the macro and micro perspective, and proposed solutions respectively in many adverse conditions, hoping to provide a effective theoretical reference for the improve the moral standards work marketing In the current economic circumstances of specific.
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work Marketing Marketing Ethics Asymmetric Information
目录
一、概述 1
(一)网络营销的涵义 1
(二)营销道德的涵义 1
二、网络营销中的道德问题表现及负面影响 2
(一)网络营销中的道德问题表现 2
(二)网络营销中道德问题的负面影响 5
三、网络营销中道德问题的成因分析 7
(一)宏观成因分析 7
(二)微观成因分析 8
四、网络营销中存在的道德问题的对策 12
(一)总体对策 12
(二)具体对策 13
结论 18
参考文献 19
致谢 20
一、概述
(一)网络营销的涵义
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