Abstract: Comparing with the traditional industry economy, the network economy has the new characteristics given by information network, and contains particular moral content. Seeing from the visual angle of the characteristic of the network economy, we can discover in the network economy the moral tropism that" make people the center" and " service customer"; the ethical idea that cooperate and win doubly and share the benefits; the value orientation that candor is equal and get along with harmony; the ethical direction that open freely and develop together.

Key words: network economy, characteristic, ethical idea, moral contentl

摘要： 与传统工业经济相比,网络经济具有信息网络所赋予的新的特点,同时又蕴藏着特定的道德内涵。从网络经济的特征的视角来看,我们可以发现网络经济中所蕴藏的“以人为本”、“服务顾客”的道德取向;合作双赢、利益共享的伦理理念;公正平等、和谐共处的价值导向;开放自由、共同发展的伦理方向。

关键词: 网络经济, 特征, 伦理意蕴, 道德内涵