The public and the corporate itself are increasingly paying attention to the ethical problems because of the notorious conducts in corporate management, such as bribery, financial report fraud, dishonesty and trade secrets theft. The non ethical behavior doing harm to social conducts and hurting the relations between the corporate and the stakeholders has direct influences on the corporate image and long-term corporate profitability. Thus under the pressure of the public and self-sustaining development, the corporate ethic is brought into sharp focus. The corporate ethical capability refers to the overall ethical level shown by the corporate in the activities of management and marketing. The capability covers not only all the resources and mechanism but also the unique behavior both in the internal environment and external environment. In a sense, the corporate ethical capability is the highest level of the core competence. Therefore, to make rational criteria for the corporate ethical evaluation system and to build fair evaluation system are put forward as an important part. This article will probe into rational alternatives for the corporate ethical evaluation system under Chinese current situation in the perspective of the internal and external environment.

• Song Xiaoli(School of Digital Media, Jiangnan University of China)