论公益营销对品牌价值的塑造-传播学专业毕业论文.docxVIP

———————————————————————塑L垩—————————————一fY胛舢1删7舢2删7胛7删删7『『f『0舢摘 ———————————————————————塑L垩—————————————一fY胛舢1删7舢2删7胛7删删7『『f『0舢 摘 要 随着科技和生产力的发展，现代社会已经从卖方市场转为了买方市场，品牌 之问的竞争越来越激烈，科技的飞速发展带来了产品的功能性差异诸如质量、新 颖性、创新性等日渐缩小，品牌同质化现象严重，品牌面临着如何另辟蹊径塑造 品牌价值的难题。与此同时，根据德国社会学家乌尔里希．贝克提出的“风险社 会”的概念，人类也已经进入高风险社会，社会中的不确定性和不可预测性日益 增多，风险层出不穷，这些都迫切需要作为社会成员的企业担负起社会责任。公 益营销以关心人类生存发展和社会进步为出发点，利用公益活动与消费者沟通， 将品牌的营销活动凭借公益事业进行传播和扩散，在产生公益效益的同时，使消 费者对企业的产品或服务产生偏好，在做购买决策时优先选择该企业的产品，迎 合了时代的要求，成为在风险社会塑造品牌价值的有效方式。 本文以公益营销对品牌价值的塑造为研究对象，通过对近年来热点公益营销 案例的分析，探讨两者之间的内在联系以及公益营销塑造品牌价值的策略，并且 针对目前公共营销塑造品牌价值存在的缺憾，从观念、实践以及管理三个角度提 出公益营销塑造品牌价值的优化对策，以期对品牌开展公益营销活动具有实践指 导意义。 关键词：公益营销品牌价值塑造 AbstractWith Abstract With the development of technology and productivity，modern society has changed from a seller’S market to a buyers market，the Competjtion between brands Decomes more and more intense，the rapid development of technology has narrowed the functional differences between the products，such as quality,n0、，elty，innovation， etc·shrinking，and the brand homogenization also make it hard for the brands to shape thelr own brand value．At the same time,according to the German Ulrich． sociologist Beck。s”risk society¨concept，people has entered the risk society,in which uncertainty and unpredictability increases，SO does the risks．As a member of the society enterprise are required to take their social responsibility． Cause·Marketing takes human survival and the development of social pro鳓s as a starting point，to communicate with the consumers and spread the brand value through charity-related activities，It is not only benefit the public，but also make the con8umeTs prefer their products or services，and choose to buy their products w-h锄 they need to·Cause-Marketing meets the demand of the time,and becomes觚 effective way to build the brand value in a risk society． ms essay picks cause-marketing and brand value as the research 0bi毗analyses me Ibcus incidents in recent years，to explore the intrinsic link between the two and the pub