随着市场经济的迅猛发展,诸多企业禁不起竞争压力的考验,在经营活动中不惜以诚信为代价来实现其利益目标,阻碍了市场经济与社会的健康发展。企业诚信缺失的现象已引起社会的广泛的关注,本文以美的企业“紫砂门”事件为切入点,分析企业不诚信的行为动机,从道德视角提出企业诚信文化建设的几点思考。 With the rapid development of market economy, many enterprises can not forbid the test of competitive pressure and do not hesitate to realize their profit target at the expense of honesty and integrity, hinder the healthy development of market economy and society. The phenomenon of lack of corporate honesty has aroused widespread concern in the society. This paper analyzes the behavior motivation of corporate dishonesty and puts forward some suggestions on the corporate honesty culture construction from the perspective of the enterprise “Purple Door”.