摘要：随着韩国娱乐产业的壮大和竞争加剧，一些娱乐经纪公司为了短期的利益忽略了营销道德缺失的问题。虽然在短期内会带来盈利，但是不道德的营销手段不单单会侵害消费者和社会的权益，对于企业来说亦是阻碍企业长期发展的绊脚石。本文以韩国最具名气的娱乐经纪公司S.M.Entertainment公司为例，首先研究S.M.Entertainment公司的营销道德现状，指出该公司存在的不正当竞争、信息披露不全面以及幕后进行不道德交易的营销道德问题，然后分析出现了的原因，最后提出了改善对策，第一，建立正确健康的企业文化，第二，领导层树立正确的经营理念，第三，加强员工对道德的认知度。
关键词：营销道德 企业文化 经营理念
Abstract: With the growth and increasing competition of the Korean entertainment industry, some entertainment brokerage firms for short-term interests to ignore the problem of lack of marketing ethics. While in the short term will bring profit, but unethical marketing methods will not only against the interests of consumers and society, but also like a stumbling block for enterprises and impede firm’s long-term development. In this paper, take South Korea's most well-known brokerage firm S.M.Entertainment for example. First, study of marketing ethical status of the S.M.Entertainment company, stating that the company exists unfair competition, information disclosure is not comprehensive and unethical marketing transactions. Then analyze the reasons. Finally give some improvement measures, first, to establish the correct and healthy corporate culture, second, leadership build the correct business philosophy, third, to enhance staff awareness of ethical.
Keywords: marketing corporate culture business philosophy
