The current status of corporate marketing ethics and governance outline?

1. Raising ethical issues in marketing With the development of social productivity and market economy, enterprises are providing society and consumers with increasingly rich products and making increasingly huge contributions to society. At the same time, in pursuit of maximizing profits, some companies have seriously harmed the interests of consumers and society and violated legal and moral principles. Therefore, it is necessary to explore theoretically and solve in practice how enterprises can fulfill their social responsibilities in compliance with legal and ethical standards. Corporate ethics and marketing ethics are still new theoretical and practical issues for my country's academic and business circles. Under the old planned economic system, enterprises were administrative appendages of the state, performing social and political production functions, and political ethics replaced all ethical principles. With the transition from the planned economic system to the socialist market economic system, enterprises have gradually transformed into independent commodity operating entities that are responsible for their own profits and losses. The business activities of enterprises are increasingly inseparable from the market. The reform of government regulation and control mechanisms and enterprise operating mechanisms has greatly invigorated enterprises' operating enthusiasm and improved their economic and social benefits. At the same time, in order to one-sidedly pursue profit maximization, some companies have ignored the interests of consumers and society, and have exhibited serious illegal and unethical business behaviors. Such as producing and selling fake and shoddy products in the market; using unfair pricing methods to make huge profits; producing and broadcasting false advertisements; tempting and forcing consumers to make purchases, etc. Therefore, paying attention to the study of corporate ethics and marketing ethics has been put on the important agenda of theoretical circles and business circles. However, although my country's academic circles have done extensive research on business ethics so far, the research on marketing ethics has just started. The concept of marketing ethics in many enterprises is still very weak, and only a few enterprises have formulated marketing ethics standards. Therefore, in-depth research on marketing ethics is of great significance to improve the level of corporate marketing ethics. 2. The status of corporate marketing ethics. We investigated the status of marketing ethics and its influencing factors among some corporate leaders and marketers, as well as cadres from government functional departments, through the use of questionnaire surveys, face-to-face surveys, symposiums and other research methods. Although the information obtained is limited to some enterprises and cannot summarize the marketing ethics situation of enterprises across the country, it at least reflects the current common problems that violate marketing ethics. Through research, we found that many companies, especially well-known large companies, have a high level of marketing ethics. They carry out marketing activities with user needs as the center and starting point, such as providing users with high-quality products and implementing high-quality after-sales services; Pay attention to corporate image design and corporate culture construction; pay attention to the cultivation of employee quality and promote employee ownership; emphasize leaders' dedication and strict self-discipline, etc. For example, a certain shopping mall proposed the service tenet of "customer needs are our pursuit." Organize various social activities to publicize and commend employees’ advanced deeds. Carry forward the excellent culture of our company. Another example is Legang Silicon Wafer Factory, which not only attaches great importance to standardizing the business behavior of employees through rules and regulations and labor disciplines, but also attaches great importance to corporate image design. It has organized employees to hold large discussions on corporate image and corporate culture many times, and has also discussed corporate image and management. The image, product image and employee image have been positioned, so that the corporate culture can be integrated into the business behavior of the majority of employees. Another example is a certain automobile company that has clearly shaped its corporate culture as "loyalty, pragmatism, hard work, and innovation." They attach great importance to the selection and training of employee talents. The employees they recruit must have higher academic qualifications, and employees need to undergo short-term training after entering the factory. They pay close attention to quality management. For example, the workers in the painting class were painting the car casing. They were worried that their hair would fall into the paint when taking off their hats and affect the quality of the casing. Under the leadership of the class leader, all workers in the class shaved their heads. This is "household first" A vivid reflection of the company's business philosophy taking root among employees. It can be seen that many enterprises in our country have begun to pay attention to the construction of marketing ethics, regulate their business behavior with laws and ethics, and create good economic and social benefits. This is the mainstream and development direction of our country's enterprise operations. However, it must be pointed out that there are still many companies in our country that have not paid attention to the construction of marketing ethics, and some of them seriously violate laws and ethics. Mainly manifested in: in terms of products, the production and sale of fake and shoddy products, such as the sale of inferior "one-day shoes", fake wine and medicine that are fatal to consumers, cosmetics that disfigure consumers' faces, and fake products that make farmers refuse to accept them. Seeds, cigarettes and wine sold under fake brand names and tap water sold under fake brand name mineral water; product packaging information is untrue, such as product weight, ingredients, production date and product validity period; there is no after-sales service or after-sales service is not provided even though it is promised. cash.

In terms of price, predatory prices, deceptive prices, monopoly prices and other price forms are adopted, which are relatively prominent illegal and unethical price behaviors in our country's market. Predatory pricing is mainly when the product sales price is much higher than the product cost, up to more than 10 times. For example, clothing costing tens of yuan is sold for more than a thousand yuan, and health care products costing more than ten yuan are sold for more than 100 yuan. Fraudulent prices mainly attract customers in false ways, such as defrauding customers into purchasing in the name of false clearance prices, fire sale prices, lowest prices, and discount prices. The main manifestation of monopoly price is that some industries currently implement industry price fixing schemes in order to prevent market prices from falling. They jointly set industry prices and require all companies in the same industry to sell products at this agreed price. In terms of promotion, designing and broadcasting false advertisements, misleading advertisements and advertisements with unhealthy content and form, or manipulating and forcing customers to buy, and using bribes in sales, such as giving gifts and taking kickbacks, etc. In addition, sales with prizes are abused to attract customers. Some companies violate the government's regulations on the maximum amount of sales with prizes of 5,000 yuan. In order to promote their overstocked and unsalable products, they do not hesitate to spend large sums of money to stimulate consumers to buy. If you buy something, you will be given a set in a lottery. A house, a Santana car, or traveling abroad, etc. Some companies deceive customers by falsely offering prizes, such as deliberately not giving away the grand prize, and some set up prizes that are not honored. They say they are giving away a car, but in reality they are only giving out a car model toy. In terms of distribution, the main manifestations of illegality and ethics are that producers and intermediaries do not perform the business contracts signed by both parties, or producers do not supply goods on time, or do not supply enough goods to intermediaries; or intermediaries do not pay producers on time. , or producers and middlemen pass the responsibility of after-sales service to each other, etc. Through research, we also found that most of the companies currently violating marketing ethics are located in the clothing, food, beverage and pharmaceutical industries. The products produced by these industries are closely related to the lives of the majority of residents. Therefore, their illegal and unethical behaviors have caused serious harm to society and consumers, aroused the anger and condemnation of consumers, and been exposed by the news media and criticized by the government. legal sanctions. 3. Factors that affect the level of corporate marketing ethics. Through research, we found that there are many factors that affect the level of corporate marketing ethics, but they can be summarized into two major factors, namely external factors and internal factors. External factors mainly include market factors, cultural factors and government factors. Market factors refer to the degree of development of the market system and market mechanism and the market trends of market supply and demand under a certain level of social and economic development. When the market system and market mechanism are more mature and complete, the principles of fair competition and integrity are fully developed. When the market trend shows a pattern of oversupply and demand, the market competition becomes more intense, and the behavior of enterprises in the competition is more supervised and restricted by other enterprises and consumers. The optimization of market factors provides a good basis for the construction of corporate marketing ethics. market environment. On the contrary, if the market system and market mechanism are not perfect, the principles of equal exchange and fair competition will be distorted. When the market trend shows a situation in which supply exceeds demand, corporate products are not worried about sales, and the market lacks competition, this inferior market factor will inevitably drive some companies to use certain non-economic means to participate in market competition by virtue of their monopoly position on certain products. , and rarely consider the interests of society and consumers. Cultural factors are another important external factor that restricts the ethical level of corporate marketing. Any enterprise survives and develops in a certain social culture and is restricted and affected by social culture. The cultural makeup of each country is complex. There is not only a core culture that is unique to all members of society, but also subcultures with different values ??and customs. In addition, there are also cross-cultures arising from economic exchanges between countries. For example, in addition to socialist culture as the mainstream culture in our country, there is also Western bourgeois culture and feudal culture represented by Confucianism left over from history. The integration of these cultures has a complex impact on business philosophy and corporate culture. . Some companies have high quality and can identify and distinguish between beauty and ugliness, civilization and decay, moral and non-moral culture, consciously resist the erosion of decadent culture on the company, absorb excellent social culture, shape excellent corporate culture, and improve corporate marketing ethics. On the contrary, some business leaders cannot identify good and bad culture, and some even absorb poor culture and affect the standard of corporate marketing ethics. Government factors are extremely important external factors that affect the level of corporate marketing ethics. It mainly includes whether the government's legislative control system is sound and what attitude the government will take towards corporate illegal and unethical behavior.

If government legislation is perfect, law enforcement agencies are sound and law enforcement is strict, this will form a coercive pressure on enterprises, making them feel that if they do not engage in business activities in accordance with market laws and government legislation, they must be sanctioned by market laws and government laws. On the contrary, incomplete government legislation and lax law enforcement will inevitably provide opportunities for some enterprises to engage in illegal and unethical behavior. If local governments take a serious attitude towards illegal and unethical behaviors of enterprises, that is, from criticism and punishment to legal sanctions, this will effectively limit the spread of unethical behaviors. On the contrary, if the local government condones, shields or protects the illegal and unethical behavior of local enterprises, this will inevitably intensify and expand the unethical behavior of local enterprises. If external factors are the prerequisites that determine the level of corporate marketing ethics, internal factors are the decisive conditions. There are many internal factors. Here we mainly analyze the leader’s business philosophy, corporate culture and the quality of corporate employees. The personal philosophy of business leaders plays a decisive role in the ethical level of marketing decisions. This is because the business leader is the legal representative of the company, and business decisions are often made by the leader. They not only have the highest operational decision-making power, but are also responsible for enterprise development, continuous improvement of employees' lives, and various social responsibilities; enterprise leaders are the personification of the enterprise, the brain and heart of the enterprise, and their personal philosophy must be integrated into the regulations and decisions of the enterprise's business decisions. Under implementation. If leaders have the correct business philosophy, they can consider not only the profit goals of the company, but also the interests of consumers and society when making marketing decisions, and reflect the morality of the company's marketing decisions. On the contrary, if business leaders unilaterally pursue profit maximization and harm the interests of society and consumers, marketing decisions will inevitably deviate from the ethical trajectory. Corporate culture is an important internal factor that directly affects corporate marketing ethics. Corporate culture is the unique corporate values, moral standards, corporate traditions, style habits, corporate business philosophy and business strategies gradually formed by the company in the long-term production and operation process under a certain social and cultural background. The content of corporate culture is very broad, including corporate business philosophy, corporate values, corporate goals, corporate democracy, corporate systems and corporate ethics, etc. The impact of corporate culture on the level of marketing ethics is as follows: first, it restricts the motivation for marketing decisions. The core of corporate culture is corporate values, and corporate values ??guide the business behavior of the company and stipulate the decision-making motivations of corporate leaders and employees; secondly, corporate culture regulates the content of marketing decisions, such as the corporate goals in corporate culture. Marketing decisions indicate the direction of development. The rules and regulations in corporate culture emphatically regulate the behavior of corporate entities, making marketing decisions more rational, scientific and moral; in addition, the cohesive function of corporate culture is conducive to the implementation of marketing decisions. Excellent corporate culture enables the company to form a cohesion and centripetal force, that is, through the common values ??and common consciousness created by the corporate culture, it brings all employees together, which plays an important role in achieving corporate goals and improving the level of marketing ethics. . The quality of enterprise employees profoundly affects the level of enterprise marketing ethics. The survey shows that there is a positive correlation between the cultural, business and ideological quality of enterprise employees and the level of corporate marketing ethics. When the cultural level of enterprise employees is high, they have a correct view of justice and interests, and they have strong business capabilities, it will have a positive impact on the formulation and implementation of enterprise business decisions, which is conducive to the improvement of marketing ethics standards. On the contrary, it will have negative consequences. The impact of marketing ethics is at a low level, and even ethical violations occur. 4. Some conclusions It can be seen from the above that in order to improve the marketing ethics level of our country's enterprises, we must constantly improve the external factors and internal environment. 1. Accelerate the development of the socialist market economy, build our country's buyer's market on the basis of a high degree of productivity development, and make the market system and market mechanism more perfect, so as to create a good market environment for the continuous improvement of corporate marketing ethics. 2. Continuously improve legislation and strict law enforcement systems, coordinate the functional relationships of various law enforcement departments, and provide a good legal environment for enterprises to formulate and implement ethical marketing decisions. 3. Introduce market mechanisms into business operations, implement a recruitment system for business leaders, and hire on the basis of merit. Establish and improve the management and supervision mechanism for cadres to encourage leaders to have higher comprehensive qualities and correct business philosophy. The majority of employees implement contract system, competitive recruitment, and regular training to continuously improve the overall quality of employees and create optimized internal factors for continuously improving the company's marketing level. 4. Enterprises should attach great importance to shaping corporate culture, establish ethics offices or ethics consulting agencies, and formulate corporate employee ethics manuals and marketing ethics standards to promote the formation and development of corporate marketing ethics.