A Study On The Ethical Norms Of The Language Violence During Corrival Enterprises’ Marketing Communication In The Digital Age

With the coming of the digital age, the enterprise marketing communication activities is undergoing rapid change. It not only breaks the traditional mode of transmission, obtaining maximum visibility and economic benefits for the enterprise, at the same time, homogeneity between enterprises have become more serious during the intense competition. In order to get the user, they tried every means to make it, thus it derived a series of ethical questions. This paper mainly discusses the ethical issues appeared in competition enterprise marketing communication of the digital age, in which regarded competitors language violence phenomenon as the research object, explores its expression, causes and effects, principles the phenomenon ethically, come up with the relevant methods of ethical governance in order to build a harmonious and orderly digital marketing communication environment. Meanwhile, this article deepens the understanding of competitive enterprise language violence through the interview of advertisers, audiences, ethics and law enforcers these four kinds of people, combining the theory of ethics, communication, economics and other related fields to provide the theoretical basis for the article. The paper will make interpretation for the competitive enterprise language violence phenomenon in digital marketing communication by using the typical cases such as "Tian mall Su ning war" and "three big online group shopping fight Meituan".Language violence is the "carnival" for the enterprise with enterprises or enterprises with public audience in the network transmission channel. Its expression is divided into two forms, writing and dialogue. The reason for the competitive enterprise language violence is various, not only because the direct purpose of the enterprise economic interests, but also the quality of Internet users and network channel characteristics, and the indirect reason as psychological factors. This specification of ethical governance countermeasures mainly includes business ethics construction and the network construction of ecological ethics.