公益营销对青年消费态度的影响研究.docVIP

公益营销对消费态度的影响研究 市场营销07-1 梁志勇 指导教师 薛永基 摘要 关键词：公益营销；质量感知；购买意愿；购买行为 tudy on Public marketing to the impact of youth consumption attitude Marketing07-1 Liang Zhiyong Supervisor Xue Yongji Abstract Community Marketing corporate business objectives will be combined with philanthropy to become effective social marketing strategy tool. Because of different national conditions, the applicability of public marketing in China remains to be tested, while in China, public marketing practice and theoretical research has only just started, really very little theoretical research. In this context, the study of domestic and foreign literature has combed. On this basis, the consumer attitude as the dependent variable was constructed reputation, motivation, perception, customer trust, consumers tend to be altruistic model independent variables, on the public market in the consumer propensity to consume, purchase intentions and purchase the impact between a description of the formation of the public marketing of consumer attitudes model. In this study, a questionnaire, spss software analysis, the theoretical model put forward an empirical study. The results showed that in China, consumer marketing, public attitudes are basically positive attitude; public marketing of consumer purchase intentions and purchase behavior has significant impact on its propensity to consume no significant effect. According to the conclusions of this study, this study proposes the corresponding management recommendations, such as corporate reputation to focus on maintaining and improving; need to take measures to guide consumers to better business sense altruistic motives; improve product quality and product the core values; marketing activities to ensure the public the authenticity of the information, information between businesses and consumers to ensure the symmetry and so on. Key words: public marketing; propensity to consume; purchase intention; purchase 目录 一 绪论 1 （一）研究背景 1 （二）研究意义 1 1.理论意义