中国企业的事业关联营销策略分析  

The Cause-related Marketing of Chinese Enterprises

作　　者：高勇强[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《当代经济管理》2007年第4期37-40,共4页Contemporary Economic Management

摘　　要：事业关联营销(cause-related marketing,CRM)是企业的社会责任与企业利益的战略性结盟,是企业通过将自身的产品和品牌与特定的关联事业绑定,从而在消费者心目中树立良好企业与品牌形象,进一步制造差异化的战略性工具。本文介绍了事业关联营销的产生及其重要作用,分析了中国企业在开展事业关联营销活动中存在的主要问题,提出了相关的建议。Cause-related marketing （CRM） is a strategic coalition of corporate social responsibility （CSR） with corporate interest. It is also a strategic tool to set up a good image and create differentiation from competitors in consumers through binding product or brand with a given related cause. This paper introduces the formation and importance of CRM firstly, and analyzes the main problems that lie in the CRM campaign of Chinese enterprises. Finally, brief implication and suggestions are presented.

关 键 词：事业关联营销 关联事业 社会责任 

分 类 号：F270.7[经济管理—企业管理]