王老吉公益营销对顾客购买意向影响研究.docxVIP

PAGE 30 PAGE 1 王老吉公益营销对顾客购买意向影响研究 内 容 摘 要 随着经济全球化浪潮的兴起，人们愈发重视企业社会责任，对其感知会影响到企业长期的发展。传统企业单纯追求企业效益的发展模式已不再符合现代社会的发展趋势，企业想要在激烈的市场竞争占有一定的份额量，就要采取与社会相结合的发展战略。因此在人们的消费观念不断强化的社会，企业应该通过积极参与社会公益事项，塑造一个良好的公众形象，树立品牌信任，以提升企业形象增大顾客的购买意向，进而提高自身产品或服务的效益。因而，公益营销在此环境下应运而生，将企业经济效益和社会效益相两者相融合，企业在发展自身的同时还自觉承担相应的社会责任，实现企业利益和社会双赢甚至多赢的局面。本文以王老吉企业的公益活动为研究对象，以影响公益活动的因素为切入点，探查公益营销对顾客购买意向的影响机制。首先论述了企业社会责任、公益营销、品牌信任和购买意向的相关理论，以王老吉企业的公益活动为研究案例，然后提出相关的理论模型和研究假设，最后以数据分析、研究结论为依据提出相关建议，有效地促进企业更好开展公益营销活动。 关键词：企业社会责任；公益营销；品牌信任；购买意向 Research on The Influence of Wang Laojis Public Benefit Marketing on Customers Purchase Intention Abstract With the rise of economic globalization, people pay more and more attention to corporate social responsibility, and their perception will affect the long-term development of enterprises. The development mode of traditional enterprise which only pursues enterprise benefit is no longer in line with the development trend of modern society. If the enterprise wants to occupy a certain share in the fierce market competition, it must adopt the development strategy combined with the society. Therefore, in a society where peoples consumption concept is constantly strengthened, enterprises should actively participate in social public welfare matters, create a good public image, establish brand trust, enhance the corporate image and increase customers purchase intention, so as to improve the efficiency of their own products or services. Therefore, under this environment, public welfare marketing emerges as the times require. It integrates the economic and social benefits of enterprises. While developing itself, enterprises also consciously undertake the corresponding social responsibility to realize the win-win situation of enterprise benefits and society. This paper takes the public welfare activities of Wanglaoji enterprise as the research object, and takes the factors influencing the public welfare activities as the starting point to explore the influence mechanism of pub