企业社会责任营销、消费者认同与品牌成长的关系研究

发布时间：2018-06-12 00:23

本文选题：企业社会责任营销 + 消费者认同　；参考：《当代经济》2016年09期

【摘要】：如今企业社会责任已经成为媒体大众以及全世界关注的全新焦点,在世界范围内,各国纷纷对企业社会责任遵守的重视过程中,企业的营销战略也在不断发生着变化,从市场营销慢慢转变为社会市场营销。把企业社会责任合理地融入营销战略中对企业发展有着积极的促进作用。本研究选择奶制品企业伊利作为研究对象。研究基于消费者认同、企业社会责任营销视角下影响品牌成长的因素有哪些,分析企业社会责任营销、消费者认同与品牌成长之间概念和相关关系,从而提出相关的战略实施方案。
[Abstract]:Nowadays, corporate social responsibility has become the new focus of the media and the whole world. In the world, many countries attach importance to corporate social responsibility, and the marketing strategy of the enterprise is changing constantly. From marketing to social marketing. The integration of corporate social responsibility into marketing strategy plays a positive role in the development of enterprises. In this study, Erie, a dairy enterprise, was chosen as the research object. Based on consumer identity and corporate social responsibility marketing perspective, this paper studies the factors that affect brand growth, analyzes corporate social responsibility marketing, the concept and relationship between consumer identity and brand growth. And then put forward the relevant strategic implementation plan.
【作者单位】：博仁大学;
【分类号】：F274;F273.2

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