青年消费者对善因营销的认识、态度和购买意向的性别差异  

Young Customers' Understanding of,Attitudes to and Gender Differences in CRM

作　　者：彭筱星[1] 

机构地区：[1]郑州师范学院历史系,河南郑州450044

出　　处：《郧阳师范高等专科学校学报》2011年第2期94-99,共6页Journal of Yunyang Teachers College

摘　　要：善因营销是将企业与非盈利机构,特别是慈善组织相结合,将产品销售与社会问题或公益事业相结合,在为相关事业进行捐赠、资助其发展的同时,达到提高产品销售额,实现企业利润,改善企业社会形象的目的。这是既能提升企业公众形象又能帮助公益事业的双赢策略。近年来许多关于善因营销的研究集中于消费者对于善因营销的普遍态度和感知,但是缺乏对不同年龄段的消费者的具体研究。因此,从性别的角度研究青年消费者对善因营销的态度、感知和购买意向的差异有一定的意义。Cause-related marketing（CRM） is to combine enterprises with non-profit organizations,especially charity organizations,products selling with social problems or public welfare to promote their marketing and improve enterprise images in the process of making donations to relative organizations and public welfare causes,which is a win-win strategy.There have been many researches on customers＇ attitudes to and understanding of CRM,few on specific research of different generations.Therefore it is of great significance to research young customers＇ understanding of,attitudes to and gender differences in CRM.

关 键 词：善因营销 青年消费者 性别差异 

分 类 号：F713.52[经济管理—市场营销]