Analyses of underlying causes on the abnormal marketing ethics of Chinese enterprises

This paper reviews the latest studies of marketing ethics in the world, unifying the Chinese concrete conditions, has studied seven main reasons. (1) The global moral ethics crisis causes the current social value to be chaotic; (2) ethics morals automatic rhythmicity system day by day heteronomy; (3) value multiplication disintegrate native culture values; (4) lacks of corporate social Responsibility; (5) asymmetrical market information; (6) corruption make supervisory departments fail to display supervision function truly; (7) not effective punishment to behaviors of violating marketing ethics. Finally, the article pointed out that the enterprise must comply with the ethics request in marketing in the 21st century, must be aware of own society civil status clearly and the corresponding request, attach importance to consumer and society´s benefit and repay society. At the same time, as the consumer and the public should also awaken to the long-term characteristic of how to deviates abnormal marketing ethics, in the short-term we can only depend upon the severe legal punishment those informal behavior so as to seek the welfare for the society.