公益事件营销的发展——从1.0到2.0

发布时间：2018-05-17 22:10

本文选题：公益事件营销 + CRM.　；参考：《商业经济研究》2017年20期

【摘要】：本文回顾总结了公益事件营销的概念及利弊,在此基础上提出公益事件营销(CRM)1.0向2.0发展和进化过程,构建CRM2.0框架,提出CRM2.0的组成和实施原则。新版本中企业、公益活动和消费者的角色发生了很大变化,营销沟通信息和媒体的发送者和接收者的边界比较模糊。价值创造是在企业支持和组织下由社区成员与消费者进行社会互动来共同完成,并通过公益活动的载体来实现。最终企业可以通过公益事件营销拉近品牌与身兼价值创造者角色的用户之间的距离,建立品牌情感。
[Abstract]:This paper reviews and summarizes the concept, advantages and disadvantages of the marketing of public events. On the basis of this, it puts forward the development and evolution of CRM 1.0 to 2.0, constructs the CRM2.0 framework, and puts forward the composition and implementation principles of CRM2.0. In the new version, the roles of enterprises, public activities and consumers have changed greatly, and the boundaries between the sender and receiver of marketing communication information and media have been blurred. Value creation is accomplished by social interaction between community members and consumers under enterprise support and organization, and is realized through the carrier of commonweal activities. Finally, the enterprise can narrow the distance between the brand and the users who are value creators through the marketing of public welfare events, and establish the brand emotion.
【作者单位】：中国矿业大学管理学院;徐州工程学院经济学院;
【基金】：教育部青年基金项目(项目编号:13YJC630134)
【分类号】：F274

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