Analysis of the network marketing business ethics

Paper Keywords: network Marketing business Ethics
Abstract: This article is by combing through the network Marketing home and abroad in business Ethics research to sort out, summed up the situation in the domestic network Ethics, and personal attention needed to see the proposed issue.


1, an overview of network Marketing Ethics
Business Ethics is the impact of appropriate internal personnel decisions and actions of the principles, concepts and standards, the core issue is the legitimacy of business or commercial activity, rationality, and normative. Business ethics and corporate decision-making required to meet not only the behavior of individuals and interests of the organization, but also to the interests of the whole community, requires companies to focus on economic efficiency, while also focusing on social benefits. good business ethics to encourage companies to provide quality products and services to win customers' trust, so that enterprises in the fierce commercial competition to obtain a competitive advantage.

Network as a tool in the widely recognized and accepted by businesses, but also the traditional business model and business practices and other aspects have a significant impact on the ethical and moral system based on traditional produce a certain impact.

Ethics is a moral relationship between the network's new more complex forms. The traditional links between enterprises, companies and employee relations, the relationship between businesses and consumers, may be due to the emergence of the network has a major change, This change makes the system based on traditional ethical and moral value judgments little effect or no effect. The so-called network ethics, is the exchange of information through the network of people, when shown the moral relationship of this moral relationship, because the Internet has influenced and been given or generate new content.

2, the study abroad
In the network Marketing business ethics special research, Gauzent and Ranchhod proposed network Marketing 7 ethical standards: Notice, Choice, contact, security, access access, definition, imposition, and an analysis of ethical standards in this 7 market activities in the competitive advantage that enterprises should strengthen the ethical interaction with customers to improve customer satisfaction, and create the company's competitive advantage in the empirical analysis of network Marketing, U.S. researchers Victoria D. Bush, Beverly T. Venable and Alan J. Bush by the right 292 corporate Marketing department of the survey, summarized analysis of the U.S. network Marketing business ethical status of the survey results showed that: the security of transactions, illegal activity, privacy issues, credit problems network marketers face Marketing The main ethical issues, which led to these problems are mainly due to the lack of standards for Internet online.

Some scholars have proposed construction of the network should adhere to the basic ethical principles, such as the harm principle, justice, respect for the principles and to allow the principles and principles of sustainable development. Some scholars put forward to establish mutual respect through consumer awareness, awareness of legitimate and reasonable optimize awareness, safety awareness to improve the network of consumer tastes, thus promoting the evolution of network ethics. at home and abroad in the field of network Marketing-related ethics research focuses on the following aspects:
① computer information services in the characteristics and construction of business ethics in the information services need
② services in the information society's rights and business in this area should follow the social contract,
③ proposed steps to business ethics and culture,
④ the establishment of evaluation of whether the conduct of business of Marketing ethics model
⑤ of different standards of network Marketing enterprises posed a competitive advantage in the market,
⑥ Network ethical principles and construction methods in research methods. To take cross-country comparison study, an extensive survey of commercial areas and exchanges and cooperation, emphasizing the combination of theory and practice, providing consulting and training for the community.

3, the domestic situation of network ethics
3.1 Features of China's network of ethics
In the new network conditions, may lose the asymmetry of information transfer and hysteresis arising from the information monopoly advantage. Timeliness of the information and channel diversity, making the competition the two sides must seek new ways to continue to maintain or obtain information advantage, competition will inevitably change the traditional way.

Between customer and supplier relationships have become blurred, the customer may be required to participate fully in their own production of goods, the supplier may also be controlled through the network changes the customer's inventory, or even learn more about the client's assets and liabilities management and staff relationship because there will be changes in the network, some new problems resulting In addition, with the launching of e-government, business and government relations are also changing. China's business network under the Ethics presents the following characteristics: Links to free download http://www.hi138.com (1) autonomy. China is a country from a planned economy to a market economy country, and traditional social people's overall knowledge of business ethics and moral behavior compared to either individual or corporate employees, through the network to the commercial production, will appear less dependent, more autonomous features and trends.

(2 open the world in different countries, different regions of a country, people have different cultural traditions can be achieved through the network to complete the transaction. Enterprises in the commercial exchanges with the outside, but requires an open mind because of the network may different cultures all-round display in front of people, the traditional morality injected into the development will be more of the content. people in dealing with commercial matters, we will insist on more comprehensive social contract theory as the highest norm of the content, and less rigidly adhere to the community or micro specification.

(3 diversification With the extensive application of information network Technology, the social mode of production changed dramatically, a dollar by the great moral challenges diverse moral characteristics and requirements of business organization, management, management ideas, etc. with adapt.

3.2 China's enterprise networks ethical wrongdoing Line
Unethical behavior is certainly not conducive to economic resources, traditional unethical behavior in the network conditions, in a more subtle fashion. Common unethical behavior of online fraud, theft and sabotage, and even some companies do not use the network legitimate competition. phishing, enterprise, the minor has provided false information to users or stakeholders, while in a fake, fake, counterfeit and other acts. stealing is that some companies use special Technology to other companies network to steal information or useful for their own property. Some of these unethical behavior may constitute a crime, disrupt the normal business process.

4, China's enterprises need to focus on issues
(1 privacy. Enterprises in decision-making must be given enough attention to privacy issues, otherwise it will cause unnecessary trouble. This Privacy Policy may include partners want to want a transparent business information, and may also include how to respect people management privacy, similar to what extent management can view the network files of employees, supervision of employees, etc., may also include how to handle personal information collected from consumers because of privacy caused by the rise of commercial disputes enterprises should be given adequate attention.

(2 intellectual property rights. Network for people to share information while providing a convenient, it also provides a disadvantage for the protection of intellectual property. Enterprises on the one hand we need to protect their intellectual property, confidentiality of the core Technology in an appropriate way to provide protection On the other hand, have intentionally or unintentionally, to prevent their own companies or individuals of other intellectual property infringement, however, the determination of intellectual property rights and traditional way there are significant differences.

(3 Network Security. Security issues can be caused by external, such as hackers, may also be employees or by the internal information management system caused of Network Security and network open to some extent a contradiction, it raises many questions At present, the security problems caused by hackers, a lot of attention, internal staff and internal information management issues arising from information security attention is not enough.


References:
[1] Liu Xianghui. Introduction to Internet Marketing [M]. Tsinghua University Press, 2005.

[2] Zhang Wenbin. Operation of network Marketing ethical issues and countermeasures [J]. SMEs and Technology, 2007 (5 Links to free download http://www.hi138.com