Ethics Appraisal Of Enterprise Marketing

The requirements of the enterprise transfer from Attention to product availability to Product quality, price, performance, service then to brand and corporate image as soon as the development of productive forces, the great wealth of goods, the improvement of market economy and consumers, own quality. Companies must mine the new source of competitive advantage besides cost, quality, Services because of an increasing competitive between enterprises. So the moral image of enterprise which is important part of competitive advantage becomes more and more important. Whether the corporate behavior meets the moral standards authorized of society directly related to the long-term survival and economic interests. There has been one tendency when looked from the western developed country's situation that is people pay attention to enterprise's moral level and the moral condition more and the enterprise also pay attention to ethics construction more if the economy is developed more, the legal system is perfect more specially large enterprises which had already surpassed the pure goal of profit maximization and realized the business goal multiplication.Image and credibility which enterprises give to public can be manifested and attained through evaluation of marketing which public give to enterprises. So taking the enterprise marketing theory and marketing ethics as the instructions this paper start from this standpoint and absorb research results of marketing morals domestic and foreign. Also, this paper will provide the valuable reference for enterprises under the new current economic condition conforms to the moral marketing behavior from the side that morals function in enterprise marketing of research marketing morals appraisal question.After analysis concepts of morals, marketing and marketing morals, this paper defines marketing morals elaborated in the paper. Then it analyzes ethics appraisal of enterprise marketing through researched the event between Wahaha and Da neng. With it, I expect to found some effective and operational measures which can improve marketing ethics condition.