善因营销策略在欧洲跨国公司的应用研究

发布时间：2018-06-23 17:58

本文选题：欧洲企业 + 跨国公司　；参考：《广东外语外贸大学》2017年硕士论文

【摘要】：随着经济全球化的发展,跨国企业在东道国市场面临更激烈的竞争。与此同时,网络技术和社交媒体的普及和发展,各国消费者的知情权和选择权也得到极大提升。在这种背景下,跨国公司提升市场竞争力的策略,从产品和服务本身的属性转向对承担社会责任的重视。近年来,企业社会责任和行动的理论和实践已成为关注的热点。在跨国公司努力拉近与东道国当地消费者的关系方面,善因营销作为一种营销创新理念和促销方法,深受众多跨国公司的偏爱。特别是那些希望迅速吸引消费者注意,树立积极的品牌形象的跨国公司,更是深谙善因营销的强大影响力。这种策略不仅可以快速提升品牌的销量,还可以起到公共关系的作用,在消费者心目中树立有社会责任感,关注消费者福祉的有良心的企业形象。本文以两家欧洲跨国公司—德国梅赛德斯-奔驰公司、法国欧莱雅集团为例,运用善因营销理论、企业战略慈善理论、公司品牌理论等,通过案例分析,并结合问卷调查,通过收集和分析一手和二手数据资料,探讨在全球营销背景下,善因营销策略在跨国企业公司的应用及对品牌形象的影响。研究验证了善因营销商品的价格会影响消费者对公司品牌形象的评价;与其他方面相同的竞争对手相比,善因营销比直接的慈善捐赠更有助于提升欧洲跨国企业的公司品牌形象;持续进行的善因营销比一次进行的善因营销更有助于提升欧洲跨国企业的公司品牌形象;与企业产品相关性越高的善因营销更有助于提升欧洲跨国企业的公司品牌形象等。同时,基于本文的研究结果,为我国实施“走出去”的发展战略,以及“一带一路”发展战略,从企业跨国营销的角度,在其他国家树立良好的品牌形象,特别是积极正面的公司形象,提供决策参考。
[Abstract]:With the development of economic globalization, multinational enterprises are facing more fierce competition in the host country market. At the same time, with the popularization and development of network technology and social media, consumers' right to know and right to choose have been greatly improved. In this context, the strategy of multinational corporations to enhance market competitiveness changes from the attributes of products and services to the emphasis on social responsibility. In recent years, the theory and practice of corporate social responsibility and action have become the focus of attention. As a kind of innovative marketing concept and promotion method, MNCs are favored by many multinational corporations for their efforts to narrow the relationship with the local consumers in the host country. Multinationals, especially those that want to quickly attract consumers' attention and establish a positive brand image, are well-versed in the power of marketing. This strategy can not only increase the sales of brand quickly, but also play the role of public relations, and establish a conscientious corporate image with a sense of social responsibility and concern for the welfare of consumers in the eyes of consumers. This paper takes two European multinational corporations-Mercedes-Benz Company of Germany and L'Oreal Group of France as an example, applies the theory of good cause marketing, the theory of corporate strategic charity, the theory of corporate brand, and so on, through the case analysis, and combines the questionnaire survey, etc. Through collecting and analyzing the primary and secondary data, the paper discusses the application and influence on the brand image of the marketing strategy in multinational corporations under the background of global marketing. The study verified that the price of the goods marketed by Shanyin affects consumers' evaluation of the company's brand image; compared with competitors in the same way, Good cause marketing is more helpful than direct charitable donation in promoting the corporate brand image of European multinational enterprises, and continuous good cause marketing is more helpful to enhance the corporate brand image of European multinational enterprises than the one time good cause marketing. The higher the relevance of corporate products, the better the corporate brand image of European multinationals. At the same time, based on the research results of this paper, to implement the development strategy of "going out" and "Belt and Road" for our country, from the perspective of transnational marketing of enterprises, to establish a good brand image in other countries. In particular, a positive corporate image, to provide decision-making reference.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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