我国企业公益战略营销管理模式研究.pdf

武汉科技大学 武汉科技大学 II 武武汉汉科科技技大大学学 硕士论文 第 页 Abstract Abstract AAbbssttrraacctt With the development of global economy, Chinas enterprises are facing a new market planning and greater challenges. How to differentiate the competition, win the trust of consumers favor, and achieve the largest market share have become the biggest challenges. Cause-related Marketing is a new concept active in marketing in recent years. It is through the corporate marketing strategy and non-profit organizations or public service activities, communicate with consumers through public service activities, while generating public benefits, so that consumers have a product or service business preferences, the preference for the purchase decisions of products the company a marketing act. It is this particular brand preference, consumers found the brand, but the value and self-realization, which made a choice, due to the failure by the new awareness and support. This thesis begins with background and significance of cause-related marketing through the perspective of strategic marketing analysis, summarizes research results and insufficient of this topic in the international and domestic research and explains research propose and content of this paper, points out research methods and technology roadmap. Then after introduction to the definition of public marketing knowledge and strategic marketing, the paper leads to the main part – construction to strategic management model of cause-related marketing., and finally taking Jordan Community Sports Cos marketing strategy as an example