在当今社会主义市场经济的大环境下,我国经济发展迅速,但随之而来的不正当竞争手段、假冒伪劣产品层出不穷的市场规制问题也日益突出。究其根本,是现代企业营销道德的缺失与破坏,所以寻求能够正确评价企业营销行为的道德理念与规范就愈加重要,本文以关乎民众身体健康、生命安全的食品行业为例,主要通过营销道德评价的基本理论以及企业外部力量完善现代营销道德规范,提出建设性意见。 Under the current environment of the socialist market economy, China’s economy has developed rapidly. However, the unfair competition means and the ever-increasing market regulation of fake and shoddy products have also become increasingly prominent. The fundamental reason is the lack and destruction of modern enterprise marketing ethics. Therefore, it is increasingly important to seek moral concepts and norms that can correctly evaluate corporate marketing behavior. This article takes the food industry, which is related to people’s physical health and life safety as an example, mainly through marketing ethics. The basic theory of evaluation and the external forces of enterprises improve the modern marketing ethics and put forward constructive opinions.