Analysis of the Lack of Social Morality in Chinas Network Marketing and Its Countermeasures.docx
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AnalysisoftheLackofSocialMoralityinChinasNetworkMarketingandItsCountermeasures
吉林华桥外国语学院
本科毕业论文
(2010级)
姓名:
王丹伟
学号:
1206100410
院系:
商务英语学院
专业:
英语(国际商务)
指导教师:
马艳晶
二〇一四年六月
AnalysisoftheLackofSocialMoralityinChina'sNetworkMarketingandItsCountermeasures
中国网络营销中社会道德缺失的问题分析与对策
姓名:
王丹伟
院系:
商务英语学院
专业:
英语(国际商务)
指导教师:
马艳晶
吉林华桥外国语学院
JilinHuaqiaoUniversityOfForeignLanguages
Abstract
Withtheglobalizationoftheworldeconomy,networkmarketinghasbecomethefieldwithmostpotential.Itsrapiddevelopmentisobvioustoall.Butanynewthingsaretheprosandconsassociatedwithtwoaspects.Intheprocessofnetworkmarketingsomebusinessesandenterprisespersuetheirowninterestsandignoretherespectofthecustomers’basicrights.TheyusetheInternettosellfakeandshoddygoodsandviolatecustomers’privacy.Theseunethicalbehaviorsarenotonlytosociety,businessesandconsumersaseriousimpact,butalsoresultinginadisorderstatetaxrevenue,hurttheconsumers’interestsanddamagethemarketorder.
Therefore,inordertoensureagoodsocialorder,weshouldpaymoreattentiontothemorality.Sotheresearchandexplorationonthelossofcreditandinvasionofprivacyissuesarenecessary.Inthispaper,wewilldiscussthemoralityofnetworkmarketingandanalyzethecurrentsituationsofsocietymorality.AndweusethetwoexampleswhicharecreditabsenseandviolationofprivacytotestifytheunethicalphenomenoninthenetworkmarketinghavebringConsumermanybadimpacts,andshowmoralityhasimportantsignificanceforthetheconstructionofmarketingeconomicdevelopment.Atlast,Thispaperwillputforwardsomesuggestionsandmeasuresforcreditandprivacy,suchasthegovernmentissuesomepolicyfortheinternetmorality,setupself-disciplinemechanism,supportSocialCreditReportingServiceSystem,improvenewinternettechnologyforPrivacy,attracttheawarenessofconsumers’self-protectionandsoon.Thispaperhasbenefittostrongtheconsumers’self-protectionawarenessandattracttheattentionofthepeopleineverygrade,sothatwecanavoidtheunethicalproblemsandimprovetheseriousenvironmentinnetworkmarket.
KeyWords:
networkmarketing;creditloss;violationofprivacy;countermeasures
摘要
随着世界经济的全球化,网络营销已成为最具发展潜力的领域,他的高速发展是我们有目共睹的。
但是它和所有新事物一样,都伴随着利与弊的两个方面而产生。
在网络营销的过程中,一些商家和企业为了追求自身利益而忽略了对消费者基本权利的尊重,利用网络之便出售假冒伪劣商品以及侵犯消费者隐私权等不道德行为。
这不仅给社会、企业及消费者带来了严重影响,还造成了国家税收紊乱、消费者权益受损和市场秩序被破坏的严重后果。
因此,为了保证良好的社会秩序,道德是每个人都应该注意的问题,所以对信用缺失及侵犯隐私权问题的研究及探讨是很有必要的。
本文就网络营销的道德问题展开相关讨论,分析当今社会网络营销中道德缺失的现状。
然后,以现存在的信用缺失及侵犯隐私现象为主要例证,证明现有网络营销中不道德现象已经给消费者带来了很多不利影响,阐述道德意识形态构建对市场经济长足发展的重要意义。
最后分别以信用及隐私两个方面入手,从政府针对网络道德问题颁发政策、建立自律机制,提供社会服务体系,提高网络技术,以及消费者自我保护等方面提出一些建议和措施。
论文的探讨有利于增强消费者的自我保护意识,引起社会各界人士的重视,从而避免网络营销中的不道德问题,改善网络营销的恶劣环境。
关键词:
网络营销;道德缺失;侵犯隐私;对策
Contents
Introduction1
I.CurrentSituationofSocialMoralityinNetworkMarketing1
1.1ProblemsofCreditAbsence1
1.1.1FalseandIllegalInformation2
1.1.2CheatingbyUsingtheInternet2
1.1.3ImpersonateLegitimateSiteforFraud3
1.2ProblemsofPrivacyInvasioninNetworkMarketing 3
1.2.1ViolationofConsumer’sPrivacybySearchingDatabase4
1.2.2Collection,StorageandRevealingofCustomerInformation4
1.2.3SellingandRentingCustomers'PrivateInformation5
II.AnalysistheReasonsoftheLackofSocialMoralityinNetworkMarketing6
2.1AnalysistheReasonofCreditAbsence6
2.1.1LackingCreditAwarenessandMoralStandard6
2.1.2LackingBasicCreditManagementSystem7
2.1.3LackingtheEffectivelyPunishmentMechanism7
2.2AnalysisoftheReasonsofPrivacyInvasioninNetworkMarketing7
2.2.1LackingLegalProtection7
2.2.2LackingGovernmentPolicy8
III.CountermeasuresofLackingofSocialMoralityinInternetMarketing8
3.1StrategiesforCreditAbsence8
3.1.1Government’sCountermeasures9
3.1.2PunishmentMechanism10
3.1.3Self-disciplineMechanism10
3.1.4SocialCreditReportingServiceSystem11
3.2StrategiesforPrivacyInvasion12
3.2.1LegislationforRightofPrivacy12
3.2.2SpecializedInstitutionforPrivacy12
3.2.3NewProtectingTechnologyforPrivacy13
3.2.4Self-disciplineMechanismofNetworkMarketing13
3.2.5Citizen'sConceptofHumanRightsandLaw14
Conclusion14
Bibliography16
LiteratureReview17
AnalysisoftheLackofSocialMoralityinChina'sNetworkMarketingandItsCountermeasures
Introduction
Itisworthytoconcernforgraduallymatureoperationmodeandperfectsubjectofnetworkmarketing.Mostcompanieswillincreasemarketingeffortsinmarketingpracticebecauseofthecompetition.Thereforeintheprocessofnetworkmarketingsomebusinessesandenterpriseswillpursuetheirowneconomicinterests,whileignorethebasicrightsofconsumers,suchasithasbeenamajorproblemwhichhastroubledconsumers,businessesandsocietywhenthefakeandshoddygoodsandotherunethicalphenomenonpresenttothenetworkmarket.Businessmarketingpracticeisnotonlythemainactsofthemselves,butalsobelongstoindividualbehaviorinsociety.Therefore,anykindofmarketingpracticeiscoveredbytheethicalconsiderations,includingnetworkmarketing.Moralityofmarketingisalong-terminvestment,despitetheinvestmentcycleismuchlonger,butitcanbringgreaterbenefitsfortheenterprisereturns.Currently,thenetworkmarketingunethicalfactorshavegraduallypenetratedintoallaspectsofbusinesspractice.Theseunethicalpracticesofnetworkmarketingnotonlybringseriousimpacttosociety,businessesandconsumers,butalsocanincreasemarketingcosts,resultinadisorderstatetaxrevenue,andhurttheinterestsofconsumersandthemarketorderhas.Atthesametime,itbringworseconsequencesforthecorporateimage,reputationandcorecompetitivenessfactors.Inaddition,theunethicalmarketingleadthemtolosethetrustfortheindustry.
.CurrentSituationofSocialMoralityinNetworkMarketing
Thispartfirsttalkaboutthemainproblemsaboutcreditabsence,andhowthemarketersdeceivedthecustomers.Thenputforwardthemaincasesabouttheprivacy.Inthisway,wecanmakeconsumersknowwhenandhowtheirprivacyhasbeenviolated.
1.1ProblemsofCreditAbsence
Withtheglobalizationofworldeconomy,thenetworkmarketinghasbecomethemostpotentialdevelopmentareas.TheInternetmakesthenetworkenvironmentbecometheobjectiveenvironmentwhichhasimportantinfluencetotheenterprise.Networkmarketingmakesmanyenterprisesexpanditsbusinesstotheinternetrapidly.Butthedramaticchangesinsocialmoralitystatuswiththerapidsocialchangecausedbytheweakandpoorcredit,creditissuehasbecomeahottopicofattentioninallwalksoflife,andthelaggingbehindcreditsystemhasbecomethebottleneckforthedevelopmentofnetworkmarketinginChina,Creditproblemofnetworkmarketinghasbeenwidelyattention.Sothestudyonthelackofcreditproblems,seekingandestablishinganetworkmarketingcreditguaranteesystem,thanformingtheeffectivecreditmechanism,whichhavecertainguidingsignificancesforthepracticeofnetworkmarketing.
1.1.1FalseandIllegalInformation
Now,theformsofpeopleusingthenetworkhavebecomediverse.Thepropagandaformsofeveryenterprisereleasinginformationtothepublicinthenetworkmarketingarealsomorediversified,suchase-mail,Internetadvertising,BBS,whichhavebecomeanewwayofthenetworkmarketinginformationdissemination.Atthesametime,becausethenetworkhasthecharacteristicsofuniversalityandreleasehiddenoftheinformationnetwork.Itishardtojudgeforthemajorityofconsumerswhoandwherebusinessinformationisissued,whichisconniventforsomenetworkmarketingcompaniesandbusinessmenwidelypublishedimmoralbusinessinformation.
Atpresent,theretwoaspectsofimmoralbehavior:
oneisthepublicationoffalseinformation.Duringthecommoditytransactionsonline,thesellerandthebuyerisunabletomeeteachother,buyerscanonlyseepicturesofgoodsnottherealgoods.Actuallytherealgoodsandwebgraphicsareinconsistent.Itresultsthatthesellingproductsandtheoriginaladvertisingproductsthroughthenetworkpropagandatothemassesaredifferent,eventherearemanyfakeandshoddygoods.Inaddition,delayindeliverydeletionofgifts,mostsitesdidnotprovidesufficientinformationtoconsumers,speakinsuperlatives,falsepropaganda,taketheformatcontractterms,andsomeoperatorsusedelayingorperfunctorytacticswhenaproblemoccurs.
Theotheristhatreleasingformsandcontentareoutofthelaw.Thevirtualnetworkmarketmainlyrelyonelectroniccommunicationstechnologyfortransactions,soitisdifficulttomonitor.Inaddition,thepeople’sconcealmentposition,identityuncertaintyaswellastheInternettechnology’scharacteristic,weneednecessarytechnicalmeanstomonitorthewholeprocess.Therefore,itisstillinatailspinthatthecurrentnetworkmarketingbusinessreleasetheproductinformation.Lackingofstandardizedmanagementwillinevitablyleadtomoreillegalinformationappearsonthenetwork.
1.1.2CheatingbyUsingtheInternet
Alotofparticipatingshopsinthenetworkmarketingusemoneytogetafranchise.Thentheywillmakespecialpackagingfortheirproducts,orwillobscureitssomedefects.Usually,whentheperpetratorsprovidethefranchisetoinvestors,theywillintendedtoconcealtherelatedsituationforfraudbyusingthebusinessopportunitiesandlicensedproductsexhibitionasbait.Forexample,someoneputforwardtosellmillionsofemailaddresslist,whileothersproviderecipientsoftheproxyservernumber.Butin
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