医药企业善因营销对消费者品牌评价的影响研究

发布时间：2018-03-10 14:45

本文选题：医药企业　切入点：善因营销　出处：《湖北中医药大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人们社会责任意识的提高,消费者在日常的社会生活中越来越注重自身对社会责任的承担,同时也开始更加关注企业在日常的经营管理过程中对社会责任的履行程度。研究也表明大多数企业主动履行社会责任是为了通过投身这样的一种行为来为企业获取企业品牌的美誉度和长期的利益。善因营销作为一种能够很好地兼顾企业自身利益和企业社会责任履行两者的一种营销行为,越来越多地被现代企业在日常的经营管理过程当中运用。医药企业由于其生产的产品对人们的生命健康息息相关,企业本身在消费者心目中的品牌形象相较于其他行业的企业更为重要,医药企业的品牌美誉度对企业本身的核心竞争力有着极为重要的影响,消费者对医药企业的品牌评价会极大地影响医药企业的长远发展。本文通过分析善因营销对消费者品牌评价的影响,希望通过研究结果能对医药企业日常善因营销行为进行建议和改良,使得医药企业善因营销行为的成效更加有助于提升消费者对企业的品牌评价。本文主要采取文献分析法、问卷调查法、统计分析法、演绎分析法。首先,本文论述了研究的背景和意义,简要地说明了研究的主要目的和内容,根据研究的目的和过程给出了研究的主要结构安排;然后,本文展开了对相关现有研究文献的整理,重点阐述了善因营销的界定、善因营销的分类、善因营销成效因素的分析、消费者品牌评价的界定、消费者品牌评价影响因素的分析。通过对文献的综合梳理,提出了本文的研究模型以及研究假设。最后,对调查问卷采集的数据进行统计分析,完成研究假设的检验。根据检验的结果对医药企业日常善因营销行为提出合理的建议。
[Abstract]:With the improvement of people's sense of social responsibility, consumers pay more and more attention to their social responsibility in their daily social life. At the same time, it began to pay more attention to the performance of social responsibility in the daily management process. The research also shows that most enterprises actively fulfill their social responsibility in order to gain the enterprise by taking part in such behavior. As a kind of marketing behavior which can take good account of the enterprise's own interests and corporate social responsibility to fulfill both, More and more modern enterprises are being used in the daily operation and management process. Because the products produced by pharmaceutical enterprises are closely related to people's lives and health, The brand image of the enterprise itself in the consumer's mind is more important than that of other industries. The brand reputation of the pharmaceutical enterprise has an extremely important influence on the core competitiveness of the enterprise itself. The brand evaluation of pharmaceutical enterprises by consumers will greatly affect the long-term development of pharmaceutical enterprises. It is hoped that through the results of the research, the daily good cause marketing behavior of pharmaceutical enterprises can be suggested and improved, so that the effectiveness of good cause marketing behavior of pharmaceutical enterprises will be more helpful to enhance the brand evaluation of enterprises by consumers. This paper mainly adopts the literature analysis method. First of all, this paper discusses the background and significance of the research, briefly explains the main purpose and content of the study, and gives the main structure arrangement according to the purpose and process of the research. Then, this paper starts to sort out the relevant existing research documents, focusing on the definition of good cause marketing, the classification of good cause marketing, the analysis of factors of good cause marketing effectiveness, the definition of consumer brand evaluation. This paper puts forward the research model and research hypotheses. Finally, the statistical analysis of the data collected by the questionnaire is carried out. Complete the test of research hypotheses. According to the results of the test, give reasonable suggestions to the daily good cause marketing behavior of pharmaceutical enterprises.
【学位授予单位】：湖北中医药大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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