大数据背景下的营销伦理问题研究  

Analysis of the Ethical Issues in Marketing under the Era of Big Data

作　　者：吴娜[1] 石青辉[1] 

机构地区：[1]湖南商学院工商管理学院,湖南长沙410205

出　　处：《湖南商学院学报》2015年第1期59-62,67,共5页Journal of Hunan Business College

摘　　要：随着互联网全球化的加速、云计算的应用和市场竞争的进一步加剧,大数据技术与营销学结合起来已是大势所趋。大数据给传统营销带来了前所未有的新天地的同时,也带来了传统营销中从未出现新的营销伦理问题。如何使企业做到既利用大数据时代带来的机会,又使其营销行为符合伦理道德,则是各领域都应予以重视的重要课题。With the acceleration of globalization of the Internet, the application of cloud computing and the intensified competition in the market, the combination of big data technology and marketing is the trend of the times. Big data has brought the unprecedented new world to the traditional marketing and at the same time it has also brought the marketing ethical issues that have never appeared in the traditional marketing. How to make the enterprise use the opportunity brought by big data era and at the same time make its marketing behavior ethical are important subjects that needs all the attention.

关 键 词：大数据 营销伦理 解决路径 

分 类 号：F274[经济管理—企业管理] F270[经济管理—国民经济]