跨国营销道德状况及影响因素分析

跨国营销道德是用来判定跨国营销活动正确与否的道德标准。文章从两个方面分析了跨国营销的道德问题：一是违反公司及行业道德规范的行为。包括营销方面的隐瞒和欺诈、胁迫和腐败行为及逃避纳税义务等；二是跨文化价值观冲突引起的道德困境，突出表现为母国和东道国在法律和规范上存在的冲突。制约跨国营销道德性决策的因素有很多，可概括为外部因素与内部因素两大类。要提高跨国营销道德水准，防止不道德的营销行为，必须同时从内外两方面着手。

Analysis on the Present Situation of Multinational Operation Ethics and Influencing Factors

The m ultinational operation ethics is a m oral standard for deciding ifthe activity ofm ultinational operation is right.This paperanalyzes the ethics problem ofthe m ultinationaloperation from two aspects:one is the conductwith the breach ofcom pany's and trade's m oralstandard including the truth withholding,cheating,threatening,corrupting and tax -avoiding,the other is the m oraldifficulty caused by the conflictoftrans -culturalworth sense,which is epitom ized by the conflictin the laws and regulations between the holding country and hostcountry.There are m any factors restricting the m oraldecision ofthe m ultinationaloperation,which can be divided into externalfactor and internalfactor.In order to increase the m oral level of the m ultinational operation and prevent im m oral operation m ust pay attention to both external and internalfactors sim ultaneously.