腾讯公司企业社会责任营销研究

发布时间：2018-02-09 16:56

本文关键词： 腾讯企业社会责任社会责任营销　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：当今社会对企业的要求已经不再是简单的为社会创造利润、解决就业问题等,更多地要求企业从经纪人转换成社会人,履行其应当承担的社会责任。自2000年开始,企业社会责任开始进入公众视野并受到各方关注,我们通过对企业社会责任营销的研究,不仅可以督促企业承担基本的社会责任,更可以指导企业通过社会责任营销来实现自身的发展。本文以腾讯公司作为研究对象,运用管理学、营销学、社会学等多门学科的理论知识,收集国内外关于企业社会责任、社会责任营销研究观点,总结出企业伦理理论、利益相关者理论、企业社会责任行为理论的研究轨迹。通过网络搜索获知近年来腾讯公司对用户、对员工、对外部的社会责任营销措施,同时利用对腾讯内部员工和社会公众的访谈归纳出关注点,发现腾讯公司在企业社会责任营销中方面的问题并给出合理建议。另外,总结出腾讯公司在公益事业宣传、公益事业关联营销以及慈善行为等各方面的营销策略,旨在给互联网企业以借鉴,同时,提出了“将社会责任营销作为企业营销战略的重要组成部分”“传统的社会责任转为商业化运作,并与自身业务优势相结合”等提案,希望能够带给传统企业以启发。本研究可以对腾讯公司在企业社会责任营销的发展起到积极的作用,同时也对提高我国互联网企业的社会责任营销水平,增强企业竞争力方面有一定的积极意义。
[Abstract]:Today's social demands on enterprises are no longer simply to create profits for the society, solve the employment problem, more require enterprises from brokers to social people, to fulfill their social responsibilities. Since 2000, Corporate social responsibility (CSR) has begun to enter the public field of vision and received attention from all sides. Through the research on CSR marketing, we can not only urge enterprises to assume basic social responsibility. This paper takes Tencent Corporation as the research object, using the theory knowledge of management, marketing, sociology and so on, to collect the domestic and foreign social responsibility about corporate social responsibility, which can guide enterprises to realize their own development through social responsibility marketing. Social responsibility marketing research point of view, summed up the corporate ethics theory, stakeholder theory, corporate social responsibility behavior theory research trajectory. External social responsibility marketing measures, at the same time using the internal staff and social public interviews to sum up the concerns, found that Tencent in corporate social responsibility marketing problems and give reasonable advice. Summing up the marketing strategies of Tencent in such aspects as public welfare promotion, public welfare related marketing and charitable behavior, etc., in order to give Internet enterprises reference, at the same time, This paper puts forward some proposals, such as "taking social responsibility marketing as an important part of enterprise marketing strategy", "traditional social responsibility is converted into commercial operation, and combines with its own business advantages", and so on. This research can play a positive role in the development of corporate social responsibility marketing and improve the level of social responsibility marketing of Internet enterprises in China. To enhance the competitiveness of enterprises has certain positive significance.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F270

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