微信作为新一代平台级创新在商业营销过程中有别于以往传统的网络营销。聚焦微信营销可以分析出其亲近化、猛烈化、碎片化和多元化的特点,在此基础上也出现了一些有违伦理的现象。匡正微信营销中的不良行为需要重新回到伦理的框架之下,商业伦理的重要性不仅是竞争力,也是企业的价值追求,有伦理的营销才是企业长远发展的正途。 WeChat as a new generation of platform-level innovation in the commercial marketing process different from the traditional network marketing. Focused WeChat marketing can analyze its characteristics of closeness, fierceness, fragmentation and diversification, and on this basis, some phenomena that appear to be contrary to ethics have also emerged. The bad behavior of WeChat marketing needs to be returned to the framework of ethics. The importance of business ethics is not only the competitiveness, but also the pursuit of the value of the enterprise. Ethical marketing is the right way for the long-term development of the enterprise.