With the development of social productive forces and market economy, enterprises provide more and more rich products for society and consumers, and make greater contributions to society. At the same time, some enterprises pursue profit maximization, which seriously harms the interests of consumers and society and violates legal and moral principles. Therefore, it is necessary to discuss in theory and solve in practice the problem of how enterprises fulfill their social responsibilities by following legal and moral standards. For the academic and business circles in China, business ethics and marketing ethics are still a new theoretical and practical problem. Under the old planned economy system, enterprises are the administrative appendages of the state, performing social and political production functions, and political ethics has replaced all ethical principles. With the transformation from the planned economy system to the socialist market economy system, enterprises have gradually transformed into independent and self-financing commodity business entities, and their business activities are increasingly inseparable from the market. The reform of government regulation mechanism and enterprise management mechanism has greatly mobilized the enthusiasm of enterprises and improved their economic and social benefits. At the same time, some enterprises show serious illegal and immoral business practices in order to unilaterally pursue profit maximization and ignore the interests of consumers and society. Such as producing and selling fake and inferior products in the market; Take unfair price means to reap huge profits; Making and broadcasting false advertisements; Lure and force consumers to buy. Therefore, paying attention to the research of business ethics and marketing ethics has been put on the important agenda of theoretical and business circles. However, up to now, although the academic circles in China have conducted extensive research on business ethics, the research on marketing ethics has just started. The marketing ethics of many enterprises are still very weak, and few enterprises have formulated marketing ethics standards. Therefore, it is of great significance to carry out in-depth research on marketing ethics to improve the level of enterprise marketing ethics. Second, the marketing ethics of enterprises We investigated the marketing ethics and its influencing factors of some enterprise leaders, marketing personnel and cadres of government functional departments through questionnaires, face-to-face surveys and symposiums. Although the information obtained is limited to some enterprises and cannot summarize the marketing ethics of Chinese enterprises, it at least reflects the current violation of marketing ethics. Through investigation, we found that many enterprises, especially famous large enterprises, have a high level of marketing ethics, and they carry out marketing activities with user needs as the center and starting point, such as providing users with high-quality products and implementing high-quality after-sales service; Attach importance to corporate image design and corporate culture construction; Attach importance to the quality training of workers and carry forward the spirit of ownership of workers; Emphasize the professionalism and strict discipline of leaders. For example, a shopping mall put forward the service tenet of "customer's demand is our pursuit". Organize various social activities to publicize and commend employees' advanced deeds. Carry forward the excellent culture of this enterprise. Another example is Gegang Silicon Wafer Factory, which not only attaches importance to standardizing employees' business behavior by grasping rules and regulations and labor discipline, but also attaches importance to corporate image design. Organize employees to discuss corporate image and culture for many times, position corporate image, management image, product image and employee image, and integrate corporate culture into employees' business behavior. Another example is that an automobile company clearly shapes its corporate culture as "loyalty, pragmatism, hard work and innovation". They attach importance to the selection and training of employees, and the employees they recruit should have higher academic qualifications and need short-term training after entering the factory. They are very concerned about quality management. For example, the workers in the painting class paint the car shell, and they are worried that their hair will fall into the paint when they take off their hats, which will affect the quality of the shell. Driven by the monitor, all the workers in the class shaved their heads, which is a vivid embodiment of the business philosophy of "customer first" taking root among the workers. It can be seen that many enterprises in China have begun to attach importance to the construction of marketing ethics, regulate their business behavior with laws and ethics, and create good economic and social benefits, which is the mainstream and development direction of enterprise management in China. However, it must be pointed out that there are still many enterprises in China that do not attach importance to the construction of marketing ethics, and some of them have seriously violated laws and ethics. Mainly manifested in: in terms of products, producing and selling fake and inferior products, such as selling inferior "one-day shoes", fake wine and fake drugs killing consumers, cosmetics ruining consumers' faces, fake seeds making farmers refuse to accept particles, tobacco and alcohol selling as brand-name trademarks, and tap water selling as brand-name mineral water; Product packaging information is untrue, such as product weight, composition, production date, product expiration date, etc. No after-sales service or promised after-sales service but not fulfilled. In terms of price, predatory price, fraudulent price, monopolistic price and other price forms are prominent illegal and immoral price behaviors in China's market at present. Predatory price is mainly that the sales price of products is much higher than the cost of products, as high as 10 times. For example, clothing with a cost of tens of yuan costs more than 1000 yuan, and health care products with a cost of more than 10 yuan costs more than 100 yuan. Cheating prices mainly attract customers in a false way, such as defrauding customers to buy in the name of false clearance price, sale price, lowest price and discount price. Monopoly price is mainly manifested in the fact that in order to prevent the market price from falling, some industries implement industry price * * *, requiring all enterprises in the same industry to sell their products at this agreed price. In the promotion, design and broadcast false advertisements, misleading advertising and advertisements with unhealthy contents and forms, or manipulate and force customers to buy, and accept bribes in the promotion, such as giving gifts and taking kickbacks. In addition, the abuse of prize-winning sales to attract customers, some enterprises violate the government's regulations on the maximum amount of prize-winning sales of 5,000 yuan, in order to promote their backlog of unsalable products, do not hesitate to spend a lot of money to stimulate consumers to buy, such as buying a house, or Santana cars, or traveling abroad. Some enterprises cheat customers by selling prizes under false pretenses. For example, if the grand prize is deliberately not put in, some enterprises will not cash the prize, which is called the car prize, but actually only one car model toy is awarded. In terms of distribution, violations of laws and ethics are mainly manifested in the failure of producers and middlemen to perform commercial contracts signed by both parties, or the failure of producers to supply goods on time, or the failure of middlemen to pay producers on time, or the failure of producers and middlemen to shirk the responsibility of after-sales service. Through the investigation, it is also found that most enterprises that violate marketing ethics are distributed in the clothing, food, beverage and pharmaceutical industries. The products produced by these industries are closely related to the lives of residents. Therefore, their illegal and immoral behaviors have caused serious harm to society and consumers, aroused consumers' anger and condemnation, and were exposed by news media and sanctioned by government laws. Third, the factors that affect the marketing ethics of enterprises Through investigation, we found that there are many factors that affect the marketing ethics of enterprises, but they can be summarized into two major factors, namely external factors and internal factors. External factors mainly include market factors, cultural factors and government factors. Market factors refer to the development degree of market system and market mechanism and the market trend of market supply and demand at a certain level of social and economic development. When the market system and mechanism are mature and perfect, the principles of fair competition and good faith are fully developed. When the market trend shows a pattern of oversupply, the market competition is more intense, and the behavior of enterprises in the competition is more supervised and restricted by other enterprises and consumers. The optimization of market elements provides a good market environment for the construction of enterprise marketing ethics. On the contrary, if the market system and mechanism are not perfect, the principles of equal exchange and fair competition will be distorted. When the market trend is that demand exceeds supply, enterprises are not short of products, and the market lacks competition, this inferior market factor will certainly drive some enterprises to participate in market competition through some non-economic means by virtue of their monopoly position in some products, and rarely consider the interests of society and consumers. Cultural factor is another important external factor that restricts the marketing ethics of enterprises. Any enterprise survives and develops in a certain social culture and is restricted and influenced by it. The cultural composition of each country is very complex, including both the core culture shared by all members of society and subcultures with different values and customs. In addition, there is a cross-culture, which is limited to economic exchanges between countries. For example, in addition to the socialist culture, the mainstream culture in China also includes the western bourgeois culture left over from history and the feudal culture represented by Confucianism. The integration of these cultures has had a complex impact on enterprise management concepts and corporate culture. Some quality of enterprise are very high, and they can identify and distinguish between beauty and ugliness, civilization and decay, morality and immorality, consciously resist the erosion of decadent culture on enterprises, absorb excellent social culture, shape excellent corporate culture and improve marketing ethics of enterprises. On the contrary, some business leaders can't recognize the quality of culture, and what's more, they absorb inferior culture and affect the norms of corporate marketing ethics. Government factors are extremely important external factors that affect the marketing ethics of enterprises. It mainly includes whether the government's legislative control system is sound and what attitude the government takes towards the illegal and immoral behavior of enterprises. If the government legislation is perfect, the law enforcement agencies are sound, and the law enforcement is strict, this will form a coercive pressure on enterprises, making enterprises feel that they will be punished by market rules and government laws if they do not engage in business activities according to market rules and government legislation. On the contrary, imperfect government legislation and lax law enforcement will inevitably provide an opportunity for some enterprises to violate the law and discipline. If the local government takes a serious attitude towards the illegal and immoral behaviors of enterprises, that is, from criticism and punishment to legal sanctions, it will effectively limit the proliferation of immoral behaviors. On the other hand, if the local government condones or protects the illegal and immoral behavior of local enterprises, it will inevitably aggravate and expand the immoral behavior of local enterprises. If external factors are the prerequisite to determine the marketing ethics level of enterprises, then internal factors are the decisive conditions. There are many internal factors. This paper mainly analyzes the management concept, corporate culture and employee quality of leaders. The personal philosophy of enterprise leaders plays a decisive role in the moral level of marketing decisions. This is because enterprise leaders are the legal representatives of enterprises, and business decisions are often made by leaders. They not only have the highest decision-making power, but also shoulder the responsibility of enterprise development and continuous improvement of workers' lives, and bear various social responsibilities; Enterprise leaders are the personification, the mind and soul of enterprises, and their personal ideas must be integrated into the provisions and implementation of enterprise management decisions. If a leader has a correct business philosophy, he can consider not only the profit target of the enterprise, but also the interests of consumers and society when making marketing decisions, thus embodying the morality of enterprise marketing decisions. On the other hand, if business leaders unilaterally pursue profit maximization and harm the interests of society and consumers, marketing decisions will inevitably deviate from the moral track. Corporate culture is an important internal factor that directly affects corporate marketing ethics. Corporate culture is a unique corporate value, moral standard, corporate tradition, style and habit, business philosophy and business strategy gradually formed in the long-term production and operation process under a certain social and cultural background. The content of corporate culture is very extensive, including business philosophy, corporate values, corporate goals, corporate democracy, corporate system and corporate ethics. The influence of corporate culture on marketing ethics is as follows: first, the motivation that restricts marketing decision-making. The core of corporate culture is corporate values, which guides the business behavior of enterprises and stipulates the decision-making motives of enterprise leaders and employees; Secondly, corporate culture standardizes the content of marketing decisions. For example, corporate goals in corporate culture point out the development direction for corporate marketing decisions. The rules and regulations in corporate culture emphasize the behavior of the main body of the enterprise, making the marketing decision more rational, scientific and moral; In addition, the cohesive function of corporate culture is conducive to the implementation of marketing decisions. Excellent corporate culture enables enterprises to form a cohesive force and centripetal force, that is, to unite all employees through the * * * same values and * * same consciousness shaped by corporate culture, which plays an important role in realizing corporate goals and improving marketing ethics. The quality of enterprise employees profoundly affects the marketing ethics of enterprises. The survey shows that the cultural quality, professional quality and ideological quality of enterprise employees are positively related to the marketing ethics of enterprises. When the employees of an enterprise have a high level of education, a correct view of justice and benefit and a strong business ability, it will have a positive impact on the formulation and implementation of business decisions, which is conducive to the improvement of marketing ethics standards. On the contrary, it will have a negative impact, promote the marketing ethics to be at a low level, and even violate the ethics. Four. From the above conclusions, we can see that to improve the marketing ethics of China enterprises, we must constantly improve the external factors and internal environment. 1. Accelerate the development of the socialist market economy, make China's buyer's market based on highly developed productive forces, make the market system and mechanism more perfect, and create a good market environment for the continuous improvement of enterprise marketing ethics. 2. Constantly improve legislation and strict law enforcement system, coordinate the functional relationship between law enforcement departments, and provide a good legal and regulatory environment for enterprises to formulate and implement ethical marketing decisions. 3. Introduce the market mechanism into the business activities of enterprises, implement the recruitment system of enterprise leaders, and select the best candidates. Establish and improve the supervision mechanism of cadre management, and urge leaders to have high comprehensive quality and correct management concepts. The vast number of employees implement contract system, competition for posts and regular training, constantly improve the overall quality of employees, and create optimized internal factors for enterprises to continuously improve their marketing level. 4. Enterprises should attach importance to the shaping of corporate culture, establish ethics offices or ethics consulting institutions, and formulate ethics manuals and marketing ethics standards for employees, so as to promote the formation and development of corporate marketing ethics.