摘要
当今企业普遍注重社会责任的理念,公益营销已经成为高频亮相、成本低廉的提高企业知名度和美誉度的方式,但是我国企业对公益营销的认识尚处于起步阶段。本文分析了跨国公司在我国公益营销成功运作的经验,剖析了我国企业公益营销不成熟运作的原因,提出了我国企业从战略高度看待公益营销、真正实现社会利益与企业效益双赢的策略选择。
As the enterprises pay more attention to social responsibility, the cause marketing has already become a high exposing, low costing way which can promote enterprises＇popularity, but the enterprises in our country do not have a complete understanding about it. Under the new business environment, this article analyzed the experiences of multinational corporations in cause marketing and the reasons of the lack of the enterprises in our country in cause marketing, and pointed out how to treat the cause marketing from a height view, and how to really carry out the win -win of social benefits and the enterprises＂ effectiveness.
出处
《首都经济贸易大学学报》
2007年第2期64-67,共4页
Journal of Capital University of Economics and Business
关键词
公益营销
公关活动
社会责任
双赢
cause marketing
public - relations activity
social responsibility
win - win
