企业公益品牌策略的案例研究【企业研究论文】.docVIP

企业研究论文-企业公益品牌策略的案例研究 　　摘要：随着社会主义市场经济的不断发展，国内企业开始关注公益活动。但是，国内企业参与公益活动的随意性较大。我国企业公益品牌策略的选择应与企业品牌定位协同配合，选择公益事业的关键群体，视公益品牌策略为企业的长期战略应成为我国企业经营策略。 　　关键词：慈善；捐赠；贝因美公司；公益事业 　　Abstract:With the constant socialist economic growth of China, the native enterprises gradually turn to the participation in the improvement of public good; though, many of them have not established a regular pattern for that. The paper samples Beingmate for a case study about Chinese corporate brand strategy for public good in terms of strategy selection, positioning, and decision making, etc. 　　Key words:charity; donation; Be