分类号 密 级 U D C 学校代码 哲学硕士研究生学位论文营销的网络道德探讨以侵犯消费者隐私权为例学 院（部、所）：马列主义课教学部 专 业：伦理学 姓 名：黄 导 师：尹 论文起止时间：2010年5月2011年5月摘 要互联网的出现、网络技术的广泛应用以及网络时代的到来不仅让人类古老传统的信息传播方式和对外交流方式得到了根本性改变，还使营销突破了传统的地域、时间以及空间的限制，它提高了营销的效率，增大了营销目标得以实现的成功率，更在最大程度上把营销与消费紧密结合起来，它为营销创造了一个前所未有的、全新的信息化、数字化和电子化的技术环境，把市场营销的进程带到了一个更高、更深的层面。但是，任何新事物都会伴随着利与弊的两个方面而产生，这也是由矛盾的普遍性所决定的，我们无法彻底杜绝新事物弊端的出现，但却可以运用人类的智慧和能力去降低这种弊端所带来的危害，从最大程度上趋利避害。营销进入网络阶段，发展为网络营销，弥补了传统营销的许多不足，带来了更加明显的营销效果；可是，网络营销作为新型的营销模式，也是一种新的事物，它的高速发展是我们有目共睹的，但是在营销的网络发展过程中我们也看到了它和历史上所有新事物一样所带来的负面效应，其中客户的隐私权频频遭到侵犯恰好能够说明这一点。 随着网络营销运作模式的逐步成熟和完善，营销主体的网络道德是一个值得去关注的问题。由于市场竞争在不断加剧，企业必然会在营销实践中增大营销的力度，据此，在网络营销过程中总是会有一些商家和企业为了追求自身经济利益，而忽略了对消费者基本权利的尊重，像利用网络之便出售假冒伪劣商品，哄抬产品价格以及侵犯消费者隐私权等不道德营销现象现已成为困扰消费者、商家和社会的主要问题。企业的营销实践不仅属于自身主体行为，也属于一中社会个体行为，因此，任何一类市场营销实践都涵盖着道德因素，网络营销也不例外。 营销的道德建设是一项长期投资，尽管投资周期较长，但却能为企业带来更大的利益回报。营销中遵循道德的企业能获得消费者的高度认可和信任，有利于市场根基的稳定，从而阻断竞争者的渗透，进而建立强大的市场优势。对营销主体而言，道德优势可以帮助实现各相关利益主体之间的共赢。营销战略的实施只有在与企业相关的利益共同体实现共赢之后才能得到长久维系，要实现共赢，就必须依靠企业道德优势大力提升企业形象、企业信誉以及员工士气等关键因素，形成与竞争对手的差异化，通过提升道德，企业可以很快获得良好的社会形象和持久的客户忠诚，甚至加固自身团队力量，增强企业核心竞争力。 当前，网络营销的不道德因素已经逐步渗透到了企业实践活动的各个方面，并呈现出多样性。这些不道德网络营销实践不仅给社会、企业及消费者带来了严重影响，还变相增加营销成本，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恶劣后果。与此同时，还会对企业形象、信誉及核心竞争力等因素造成不良影响，不利于企业长远发展。另外，不道德营销还对遵守道德规范的企业造成影响，导致他们因追逐不道德营销而转向不正当经营。而当企业不道德营销披露后，消费者会对整个行业失去原有的信赖，导致某一类行业的整体化衰败。 本文主要从消费主体和企业主体的双向角度，就网络营销的道德问题展开相关分析，并以营销主体侵犯消费主体隐私权的问题为主要例证，阐述道德意识形态构建对市场经济长足发展的重要意义以及从传播的角度提出一些建议和措施。 关键词: 网络营销 社会责任 商业道德 隐私权AbstractThe emergence of the Internet, the extensive application of network technology and network era not only of the oldest traditional information dissemination and external communication has been fundamental change, but also to break through the traditional marketing area, time and space constraints, it improves marketing efficiency and increase the marketing objectives are achieved success rate, but also to the maximum extent to closely integrate marketing and consumption, it has created an unprecedented marketing, new information technology, digital and electronic technology environment, the process of marketing taken to a higher and deeper level. However, any new things are the pros and cons associated with the two aspects, and this is determined by the universality of contradictions, we can not completely eliminate the drawbacks of the emergence of new things, but they can use human intelligence and the ability to reduce The harm caused by abuse, from the maximum extent while avoiding disadvantages. Marketing access to the network stage, the development of network marketing to make up for many shortcomings of traditional marketing, bringing a more significant marketing results; However, the network marketing as a new marketing model, is also a new thing, it is the rapid development of obvious, but in the marketing of the network development process, we also see it and history, like all new things and the negative effects, which frequently violated the privacy of our customers just to illustrate this point.With network marketing mode of operation gradually mature and perfect marketing network of the subject is worthy of moral concern. As market competition continues to intensify, companies will inevitably increase in marketing practice, marketing efforts, accordingly, in the process of network marketing will always be some businesses and enterprises in order to pursue their own economic interests, while ignoring the basic rights of consumers respect, like the use of the network of the sale of fake and shoddy goods will drive up product prices and other unethical violations of consumer privacy has become a marketing phenomenon troubled consumers, businesses and society major problem. Business marketing practice is not only the main acts themselves, but also belongs to individual behavior in society, therefore, any kind of marketing practice are covered by the ethical considerations, network marketing is no exception.Morality of marketing is a long-term investment, despite the investment cycle is longer, but it can bring greater benefits for the enterprise returns. Marketing companies to follow the moral high degree of access to consumer recognition and trust, the foundation conducive to the stability of the market, thereby blocking the penetration of competitors, thereby establishing a strong market advantage. The main purpose of marketing, moral superiority to all relevant stakeholders to help achieve a win-win between. Implementation of the strategy of marketing and business related only in the interests of the Community to achieve win-win situation to get long-term maintenance of after, to achieve win-win situation, we must rely on strong corporate ethics advantages to enhance corporate