营销伦理一直以来都是企业在营销活动中十分重视的一个环节,它关系到企业能否树信誉、创名牌、求发展等一系列重大问题。为了实现这些目标,企业就必须遵循一些被普遍认同的规范化的伦理观。例如诚实、守信、正直、公平、正义等等。但是随着经济的发展,伦理观再也不是刚性的、绝对的、单一的,而是呈现出一种柔性的、相对的、多元化的趋势。 Marketing ethics has always been a very important part in the marketing activities of an enterprise. It relates to a series of major issues such as whether enterprises can establish their credit standing, establish famous brands, and seek development. In order to achieve these goals, companies must follow some of the generally accepted normative ethics. Such as honesty, trustworthiness, integrity, fairness, justice and so on. However, with the development of economy, ethics is no longer rigid, absolute and single, but presents a flexible, relative and pluralistic trend.