摘要
营销作为组织中一项既可创造顾客价值又能获取最大利润的重要环节,在企业活动中占有举足轻重的地位。本文通过研究营销观念转变的现状,引出了社会责任营销这一新概念,并对其核心理论——企业社会责任(CSR)进行了整理归纳,分析了其在市场营销中的应用。在此基础上对近十年来国内外对社会责任营销的相关文献进行了综述性分析,探索了研究中存在的不足。
Marketing as an important part in organizational activities, which not only can create customer value, but also obtain maximum profits for enterprises. In this paper, through research current situation on the transition of the marketing concept, then introduced the new concept of social responsibility marketing, meanwhile, as the core theory——corporate social responsibility（CSR） were summarized, the application in marketing is analyzed too. Based on literature of corporate social responsibility marketing at home and abroad in decade, through the comprehensive analysis, some problems existing in recent research are explored. Finally, according to the new idea of ＂Internet Plus＂, the prospects of corporate social responsibility marketing is be made.
出处
《江苏商论》
2016年第7期66-68,共3页
Jiangsu Commercial Forum
关键词
企业社会责任
社会责任营销
研究综述
Corporate social responsibility
Social responsibility marketing
research review
