微时代下公益营销对企业的影响研究

发布时间：2018-05-15 19:50

  本文选题：微时代 + 公益营销　； 参考：《石河子大学》2016年硕士论文

【摘要】：随着世界经济一体化进程不断深化,企业间的竞争异常激烈,企业的声誉决定了其生存空间,只有当企业获得了社会成员的认可,其才能持续发展。企业的营销活动作为企业的一个“窗口”,向企业外部传递企业内部优质信息,以此来获得社会认可,过去很长一段时间,企业单纯的靠推广其生产的产品来提高品牌的知名度,然而,这种营销模式具有一定的局限性,比如,营销成本高,模式较为单一,企业价值提升缓慢等。近些年,企业家的素养不断提升,企业对社会的责任意识也得到了广泛推广,越来越多的企业积极主动的承担社会责任,其中相当一部分是一种无偿的承担,企业不再仅仅追求利润最大化,进而追求企业价值最大化、社会责任最大化。公益营销就是企业无偿承担部分社会责任的具体形式,企业通过传播社会认同的价值理念来引发广大消费者的共鸣,使企业价值与社会价值趋同,让企业的价值深入人心,从而树立企业良好的社会形象,支持企业持续健康发展。社会技术的进步与传播,从而使得企业的公益营销更加便利化、专业化,企业能够根据具体情况、针对特定群体选择营销活动,随着微时代的到来,越来越多的企业选择了微博、微信、微电影作为企业公益营销的工具,此类传播媒体具有良好的互动效应,更贴近百姓日常生活,更能反映消费者的心声,使得企业能够结合消费者的需求进行相关生产经营活动,为消费者提供急需的服务和产品,降低了企业的营销成本,提升了企业的社会影响力。研究主要侧重微时代下的公益营销对企业绩效及品牌价值的影响,主要分为七个部分,第一部分介绍研究背景、研究意义、国内外研究现状、研究内容、研究方法;第二部分介绍相关概念及理论基础;第三部分介绍国内外微博、微信、微电影公益营销的发展状况,以及存在的问题及原因;第四部分引用国内外成功的公益营销案例;第五部分为微时代下公益营销项目的案例研究;第六部分依据第四部分、第五部分案例的成效及第三部分存在的问题,提出微时代下提升企业绩效及品牌影响力的对策建议;第七部分得出研究结论及展望。研究的主要结论是传统公益营销手段结合现代传播媒介,对企业绩效及品牌价值有显著的正向影响,从而,企业在创造经济绩效的同时,也能实现社会绩效,继而赢得广大消费者的认可,实现双赢。
[Abstract]:With the deepening of the process of world economic integration and the fierce competition among enterprises, the reputation of the enterprise determines its living space. Only when the enterprise has been recognized by the members of the society, can it continue to develop. As a "window" of an enterprise, the marketing activities of the enterprise transmit the internal high quality information to the outside of the enterprise in order to gain social recognition. For a long time in the past, Enterprises simply rely on the promotion of their products to improve the brand awareness, however, this marketing model has some limitations, such as high marketing costs, a single model, slow promotion of enterprise value, and so on. In recent years, the quality of entrepreneurs has been continuously improved, and the sense of corporate responsibility to the society has been widely promoted. More and more enterprises are taking the initiative to assume social responsibility, a considerable part of which is a kind of unpaid commitment. The enterprise no longer only pursues the profit maximization, then pursues the enterprise value maximization, the social responsibility maximizes. The public welfare marketing is the concrete form that the enterprise undertakes part of the social responsibility without charge. By spreading the value concept of the social identity, the enterprise can arouse the resonance of the broad consumers, make the enterprise value converge with the social value, and let the value of the enterprise go deep into the hearts of the people. In order to establish a good social image of enterprises, support the sustainable and healthy development of enterprises. With the progress and dissemination of social technology, the public welfare marketing of enterprises becomes more convenient and specialized. Enterprises can choose marketing activities according to specific conditions and for specific groups. With the arrival of the micro-era, More and more enterprises choose Weibo, WeChat, micro-film as a tool of corporate public welfare marketing, such media have good interactive effect, more close to the daily life of the people, more can reflect the aspirations of consumers. It enables enterprises to combine the needs of consumers to carry out related production and management activities, to provide consumers with much-needed services and products, to reduce the marketing costs of enterprises, and to enhance the social influence of enterprises. The research focuses on the impact of public marketing in the micro-era on corporate performance and brand value, mainly divided into seven parts. The first part introduces the research background, research significance, domestic and foreign research status, research content, research methods; The second part introduces the related concepts and theoretical basis; the third part introduces the development of Weibo, WeChat, micro-film, and the problems and reasons; the fourth part cites the successful cases of public welfare marketing at home and abroad. The fifth part is the case study of the public welfare marketing project in the micro-era, the sixth part is based on the results of the fourth part, the fifth part of the case and the problems in the third part, and puts forward the countermeasures and suggestions to improve the enterprise performance and brand influence in the micro-era. The seventh part draws the conclusion and prospect of the research. The main conclusion of the study is that the traditional means of public welfare marketing combined with modern media have a significant positive impact on corporate performance and brand value, so that enterprises can achieve social performance while creating economic performance. And then win the recognition of the vast number of consumers, to achieve a win-win.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274
，

本文编号：1893687