Abstract: The market is not only an interest economy and a competitive economy, but also a moral economy and an economy ruled by law. In the primary stage of China's socialist market economy, strengthening the construction of enterprise marketing ethics culture is the need to actively adapt to economic globalization and market internationalization. This paper holds that to strengthen the construction of marketing ethics in commercial enterprises, it is necessary to build a "* * * * * *" glorious and harmonious marketing ethics order for commercial enterprises, consumers, suppliers, competitors, the public and the government on the basis of stakeholders.

Keywords: market economy, marketing ethics of enterprise stakeholders

The research on enterprise marketing ethics began in the 1960s, and since the 1980s, this kind of research has been paid more and more attention by the marketing academic circles in various countries. Marketing ethics belongs to the category of business ethics, which comes into being with commodity exchange and develops with the development of market economy. In the 1960s, a series of social problems required enterprises and society to consider ethical issues, such as environmental pollution, resource shortage and plunder, market monopoly and fraudulent transactions, unfair competition, short-term behavior of enterprises and "mercenary", lack of integrity and moral decay. To solve these problems, it is necessary to reshape the values and moral system of enterprises.

At the same time, the marketing ethics of commercial enterprises belong to the moral category. It is the embodiment of social morality in the marketing activities of commercial enterprises. Marketing activities of commercial enterprises, as a social behavior of enterprises, need certain evaluation standards or guidelines. The sum of these evaluation criteria is the marketing ethics of commercial enterprises. Marketing activities not only reflect the interests of people, but also reflect the interests of people, enterprises and others. The essence of marketing ethics is to adjust the interest relationship between enterprises and middlemen, competitors, consumers and other related groups, as well as the sum of the behavioral norms of the interest relationship between enterprises and nature and society. Marketing ethics includes two aspects: first, from the market point of view, enterprise marketing ethics mainly adjusts the relationship and behavior between enterprises and their direct stakeholders; Secondly, from the social point of view, enterprise marketing ethics must also pay attention to adjusting the interest relationship and behavior norms between enterprises and society, enterprises and the natural environment. The fundamental standard of marketing ethics is whether the marketing activities of enterprises conform to the interests of consumers and the long-term interests of society, and whether they can bring the greatest happiness to consumers and society.

The requirements of market economy for the construction of marketing ethics in commercial enterprises

The market economy is a competitive economy, and the establishment of a fair competition order is bound to go through a process from "disorder" to order. In the chaotic market economy competition, traditional ethics and culture are challenged, while new ethics and culture have not yet formed. It is very dangerous for commercial enterprises to have moral confusion or even lack. Therefore, in the market economy, strengthening the construction of marketing ethics is the need and result of the competition of commercial enterprises.

Market economy is an interest economy. Under the current market economy conditions, it is a rational choice for economic subjects to pursue interests and obtain as many benefits as possible. However, if we can't be far-sighted, we would rather sacrifice temporary interests for a healthy future. In the market economy, enterprises only know profit and don't know righteousness; If you just want to harvest and don't sow, you will inevitably lose benefits. Any kind of economic behavior is based on some kind of morality. Attaching importance to economic interests and neglecting moral strength runs counter to the development of human society. If commercial enterprises want to be invincible in globalization, they must strengthen the construction of moral culture.

Market economy is an open economy. Globalization promotes economic development and social progress. Globalization cannot be separated from China, and China must be integrated into it. China's business ethics and culture are the basis of China's market economy development and the support of globalization. With the internationalization, globalization and informatization of the market, the division and exchange of international business must also follow two basic principles: first, the principle of equivalent exchange; The second is the principle of voluntary exchange. The values and morality of commercial enterprises are centered on these two basic principles. In order to survive and develop in an open market economy, commercial enterprises in China must establish a moral system of honesty, trustworthiness, equal rights, free competition, fair trade and law-abiding.

Market economy is both a legal economy and a moral economy. Market economy, as a moral economy, has its immanence, that is, the establishment and operation of market economy, and the values and behaviors of market subjects are the objective requirements for solving the internal contradictions of market economy. In the market economy, morality and legal system are two norms to regulate the behavior of market subjects. Morality is more fundamental, it is the internal core strength of commercial enterprises to participate in market competition; The legal system is also indispensable to regulate the behavior of commercial enterprises from the outside.

Enterprises correctly handle the relationship between stakeholders.

Stakeholders refer to "individuals or groups that can organize behaviors, decisions, policies, activities or goals, or individuals or groups that are affected by organizational behaviors, decisions, activities or goals". The stakeholders of commercial enterprises include two levels: the first level is closely related to the interests of commercial enterprises, mainly including shareholders, employees, customers and suppliers of commercial enterprises. The second level is related to commercial enterprises, such as consumers, media, competitors, organizations, the public, industry and commerce, taxation, courts, consumer protection agencies and other relevant government departments. The ethical basis of stakeholder management is that the goal of maximizing corporate profits is subordinate to social justice and social responsibility. China's commercial enterprises must correctly handle the relationship between stakeholders in marketing activities, specifically, mainly including the following aspects:

Correctly handle the relationship between commercial enterprises and consumers. On the one hand, consumers should establish awareness of rights protection, including the right to safety, the right to know, the right to choose, the right to express opinions and environmental protection requirements. On the other hand, commercial enterprises aim at customer satisfaction, safeguard the long-term interests of consumers and earnestly assume social responsibilities. The responsibilities of commercial enterprises mainly include: distributing goods that meet safety standards and refusing to distribute fake and shoddy goods; Do not use fraudulent means, so that consumers can clearly understand the purchase and consumption; Adhere to the principle of honesty and trustworthiness, conduct transactions on the basis of equality and mutual benefit, and safeguard the long-term interests of consumers; Listen to consumer complaints and complaints, and actively improve; Distribute goods that meet environmental protection standards, minimize pollution, etc.

Correctly handle the relationship between commercial enterprises and suppliers. Suppliers of commercial enterprises include production enterprises, agents of production enterprises, upstream enterprises and institutions of supply channels, etc. Two basic principles should be adhered to between commercial enterprises and suppliers: First, the principle of win-win cooperation, including honesty and trustworthiness, equality and mutual benefit, mutual respect, long-term cooperation and * * * survival and honor; The second is to deal with the relative independence and interdependence between enterprises, ensure the smooth supply channels and prevent the supply chain from breaking.

Correctly handle the relationship between commercial enterprises and owners, managers and employees. The relationship between the enterprise and the owner is different because of the different management methods of the enterprise ownership form. The forms of enterprise ownership mainly include: individual enterprise, partnership enterprise and company enterprise. In the relationship between the enterprise and the owner, we must pay attention to the following points: first, the enterprise ethics does not harm the reasonable interests of the owner, and the interests of the owner are basically the same as those of the enterprise. The owner is not the only subject that plays a leading role in the profit-making process of an enterprise. The enterprise must jump out from the owner's unilateral interests and establish a * * * body that reflects all stakeholders. Second, the owner's special position in the enterprise determines its decisive role in enterprise ethics. For example, the owner can use his own life and morality to influence the operation and strategy of the enterprise. Managers are an important force for the survival of enterprises. In order to realize management, enterprises must correctly handle the relationship between enterprises and managers, clarify the rights and responsibilities of owners and managers, and mobilize the enthusiasm of managers by establishing a fair and reasonable ethical order and interest mechanism. Employees are the most basic factor in enterprise human resources, and the interests of enterprises and employees are basically the same. The rise and fall of enterprises directly affects the interests of employees, and employees also determine the rise and fall of enterprises.

Correctly handle the relationship between commercial enterprises and competitors. As the main body of market competition, commercial enterprises must participate in market competition. Commercial competition rules are based on self-discipline, with morality and restraint as the basic means. Morality in competition is conducive to commercial enterprises to obtain long-term benefits and ensure sustained and healthy development. Recognized business ethics include the principles of voluntariness, equality, fairness, mutual benefit and good faith. Commercial enterprises in China should strengthen the construction of competitive ethics. First of all, they should adhere to the principle of honesty and trustworthiness, attach importance to fair trade and not attack or exclude competitors. Second, we must adhere to the principle of equality, promote cooperation between enterprises and competitors, and avoid mutual losses; The third is to adhere to mutual benefit and win-win, and achieve a win-win situation among enterprises.

Correctly handle the relationship between commercial enterprises, the public and government departments. In order to deal with the relationship between enterprises and the public, government agencies and social progress, commercial enterprises must actively assume social responsibilities and safeguard the long-term interests of society.