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1、網(wǎng)絡(luò)營(yíng)銷中存在的道德問(wèn)題及對(duì)策研究摘要網(wǎng)絡(luò)營(yíng)銷是人類經(jīng)濟(jì)、科技、文化發(fā)展的必然產(chǎn)物，具有國(guó)際化、信息化和無(wú)紙化的特征，已成為各國(guó)市場(chǎng)營(yíng)銷發(fā)展的必然趨勢(shì)。作為一種新的營(yíng)銷方式的網(wǎng)絡(luò)營(yíng)銷，在其發(fā)展過(guò)程中同樣面臨著道德——營(yíng)銷道德問(wèn)題的挑戰(zhàn)。網(wǎng)絡(luò)營(yíng)銷道德問(wèn)題的表現(xiàn)是多方面的，這些問(wèn)題的形成與網(wǎng)絡(luò)營(yíng)銷的特點(diǎn)密切相關(guān)，其危害亦異常巨大。正因?yàn)槿绱耍W(wǎng)絡(luò)營(yíng)銷中的道德問(wèn)題更加需要政府、行業(yè)、社會(huì)、企業(yè)多方面的關(guān)注與努力來(lái)提高企業(yè)的網(wǎng)絡(luò)營(yíng)銷道德水平。本文在簡(jiǎn)要的介紹了“網(wǎng)絡(luò)營(yíng)銷”和“營(yíng)銷道德”基本理論的基礎(chǔ)上，通過(guò)對(duì)網(wǎng)絡(luò)中的信用問(wèn)題、隱私權(quán)問(wèn)題、信息發(fā)布問(wèn)題、數(shù)字化產(chǎn)權(quán)問(wèn)題、信息污染問(wèn)題、信息安全問(wèn)
2、題等在網(wǎng)絡(luò)營(yíng)銷中存在的各種道德問(wèn)題的表現(xiàn)及其負(fù)面影響的闡述，結(jié)合從宏觀和微觀兩個(gè)角度對(duì)網(wǎng)絡(luò)營(yíng)銷中道德問(wèn)題成因的分析，有針對(duì)性地提出了在諸多不利條件下現(xiàn)實(shí)網(wǎng)絡(luò)營(yíng)銷道德問(wèn)題的解決對(duì)策；望在當(dāng)前特定經(jīng)濟(jì)環(huán)境下對(duì)切實(shí)提高網(wǎng)絡(luò)營(yíng)銷道德水平提供一定的理論參考。關(guān)鍵詞：網(wǎng)絡(luò)營(yíng)銷營(yíng)銷道德信息不對(duì)稱IIIAbstractNetworkMarketingistheeconomic,technologicalandculturaldevelopmentofnaturalproducts,international,andinformationandpaperlessfeatures,hasbecomema
3、rketingdevelopmenttrend.NetworkMarketing,asanewmarketingapproach,isfacedwiththechallengeofmarketingethicsinthedevelopmentprocess.Performancesofnetworkmarketingmoralissues,whichcanbeoftremendousharm,aremultifaceted.Theformationofthoseissuesiscloselyrelatedtothefeaturesofnetworkmarketing,andthego
4、vernment,industry,society,andenterprisesshouldworktogethertoimprovetheethicalstandardsofnetworkmarketing.Basedonabriefintroductiontonetworkmarketingandmarketingmoraltheory,thispaperraisedvariousperformancesofmoralissuesofnetworkmarketingandthenegativeimpact,throughcreditissues,privacyissues,inf
5、ormationdisseminationproblem,digitalpropertyrights,informationpollution,suchasinformationsecurityissues,analyzedthemoralcausesofitsformationfromboththemacroandmicroperspective,andproposedsolutionsrespectivelyinmanyadverseconditions,hopingtoprovideaeffectivetheoreticalreferencefortheimprovethemo
6、ralstandardsofnetworkmarketingInthecurrenteconomiccircumstancesofspecific..Keywords：NetworkMarketingMarketingEthicsAsymmetricInformationIII目錄一、概述1（一）網(wǎng)絡(luò)營(yíng)銷的涵義1（二）營(yíng)銷道德的涵義1二、網(wǎng)絡(luò)營(yíng)銷中的道德問(wèn)題表現(xiàn)及負(fù)面影響2（一）網(wǎng)絡(luò)營(yíng)銷中的道德問(wèn)題表現(xiàn)2（二）網(wǎng)絡(luò)營(yíng)銷中道德問(wèn)題的負(fù)面影響5三、網(wǎng)絡(luò)營(yíng)銷中道德問(wèn)題的成因分析7（一）宏觀成因分析7（二）微觀成因分析8四、網(wǎng)絡(luò)營(yíng)銷中存在的道德問(wèn)題的對(duì)策12（一）總體對(duì)策12（二）具體對(duì)策1
7、3結(jié)論18參考文獻(xiàn)19致謝20III一、概述（一）網(wǎng)絡(luò)營(yíng)銷的涵義網(wǎng)絡(luò)營(yíng)銷是指為實(shí)現(xiàn)企業(yè)的營(yíng)銷目標(biāo)，借助于互聯(lián)網(wǎng)、電子通訊和數(shù)字交換等系統(tǒng)進(jìn)行的一系列商務(wù)活動(dòng)，主要包括網(wǎng)上廣告、定貨、付款、客戶服務(wù)和貨物遞交等售前、售中、售后服務(wù)，以及市場(chǎng)調(diào)查分析、財(cái)務(wù)核算及生產(chǎn)安排利用等利用Internet開發(fā)的商務(wù)活動(dòng)[1]。(二)營(yíng)銷道德的涵義1.道德的涵義“道”一般指事物發(fā)展變化的規(guī)律和法則，“德”主要是指人的品行、人格等。道德是人們對(duì)于自身所依存的社會(huì)關(guān)系的一種自
