摘要
网络购物在我国快速发展的同时出现诸多伦理失当问题,损害消费者权益,同时整个营销过程中涉及的其他相关者也受到了一定伤害。基于综合社会契约理论,通过分析网络营销现状,从中发现存在用户数据隐私遭泄露、大数据杀熟、过度营销、售卖假冒伪劣产品等伦理问题,进而针对性地提出改善当前网络营销环境的对策,包括:政府要完善法律法规,加强监管力度,严格执法;商家要承担起营销主体责任,保护好用户数据和个人信息,做到公平公正竞争,肩负企业社会责任;消费者要理性对待网络中形形色色的营销手段,提升辨别是非善恶的能力。在多方共同努力下,促进网络营销的良性发展,构建网络营销“伦理共同体”。
With the rapid development of online shopping in China,there are many ethical misconduct problems,which seriously harm the rights and interests of consumers.At the same time,the stakeholders involved in the whole marketing process have also been hurt.Based on the integrative social contracts theory,by analyzing the current situation of network marketing,we found that there are some ethical problems such as user data privacy disclosure,big data killing,excessive marketing,and selling counterfeit and shoddy products,and then put forward targeted strategies to improve the current network marketing environment.The government should improve the law,strengthen supervision,and strictly enforce the law;Businesses should assume the main responsibility of marketing,protect users'data and personal information,achieve fair and just competition,and shoulder corporate social responsibility;For consumers to rationally treat various marketing means in the network,improve the ability to distinguish between good and evil.Multi-party joint efforts to promote the sound development of network marketing,build the“ethical community”of network marketing.
作者
张艳菊
魏亚楠
Zhang Yanju;Wei Yanan(School of Business,Gansu University of Political Science and Law,Lanzhou 730070,China)
出处
《科技创业月刊》
2023年第4期61-64,共4页
Journal of Entrepreneurship in Science & Technology
基金
甘肃政法大学研究生科研创新项目“电商直播平台用户持续使用和推荐意愿研究——基于社会临场感视角”(2023023)。
关键词
网络营销
伦理失当
伦理共同体
Network Marketing
Ethical Misconduct
Ethical Community
