Abstract: A two-dimensional conceptual model of ethical evaluation for Internet marketing practices is developed, on the basis of which various ethics strategies in Internet marketing are discussed. It is argued that higher ethical level does not necessarily apply to all kinds of businesses. Moreover, various influential factors are considered to help businesses to formulate their optimum ethics strategies in Internet marketing. Finally, as a best practice case, the ethics strategies in Internet Marketing of HP are analyzed in detail.

Key words: ethics of Internet marketing, ethics strategies, ethical evaluation, ethical leadership

摘要： 本文提出了网络营销伦理水平的两维评价模型,并借助该模型探讨了企业网络营销伦理战略的各种不同选择,指出高的网络营销伦理水平未必适合所有类型的企业,继而讨论了企业制定网络营销伦理战略时必须考虑的各种因素,最后以惠普公司为案例分析了网络营销伦理战略的实际运用。

关键词: 网络营销伦理, 伦理战略, 道德评价, 伦理领先