The Research on the Evaluation of Enterprise Marketing Ethics Based on 4C Theory

In the current market competition mechanism, in order to obtain business interests immoral acts take place frequently in the marketing activities, this has seriously affected the interests of consumers and society. In this paper, on the basis of the 4C theory, the target system of ethical evaluation of enterprise marketing is established from production, cost, service and communication. The fuzzy theory is used to evaluate enterprise marketing ethics level. Using the model, the ethics level of a simulative enterprise has been appraised. Aims at the ethical problem of enterprise marketing, the strategies are gained to raise the ethics level of enterprise marketing.