The Study Under The Perspective Of Marketing Ethical In Brand Image Maintenance

Along with the development of our society, most of the enterprise and consumers pay attention to the Brand image. But in order to seek their own economic interests, some enterprise made the behavior against Marketing ethics. These behavior not only impact the life of consumers, but also damage the reputation of the enterprise and brand image. How to establish more effective brand image maintenance mechanism is an important question for the enterprise.This article based on the factors of brand image, then through the method of questionnaire statistical data to get the conclusion. The first part of this article is a brief description of the research purposes, research methods and framework. The second part introduced the theory of Brand image and Marketing ethical. The third part listed the status of brand image maintenance. After this, the article discussed the necessity of brand image maintenance which under the perspective of Marketing ethics. In the fourth part, the author in the study of existed Brand image model, then based on the theory of Marketing ethical in order to establish a brand image model under the perspective of Marketing ethical.After the analysis of the questionnaire data, author correct the original brand image model. Finally, combined with the correct brand image model, the author had countermeasures from five aspects.This study adopts theoretical research and practical verification, qualitative research and combining the method of combining quantitative research. Specific application to document analysis, questionnaire, factor analysis and SPSS analysis methods and tools. Then reveals the enterprise should establish marketing ethics, and put this thought in to practice. This research result for enterprises to establish its brand image, consolidate its market competition ability undoubtedly have important instruction meaning and reference value.