社会企业与商业企业市场营销的比较分析及建议  

The Comparative Analysis and Recommendation on Marketing of Social Enterprise and Business Enterprise

作　　者：许广永[1,2] 李冠艺[3] 张昊[2] 

机构地区：[1]安徽财经大学商学院,安徽蚌埠233041 [2]中国人民大学商学院,北京100872 [3]南京财经大学电子商务实验室,江苏南京210003

出　　处：《华东经济管理》2012年第2期115-119,共5页East China Economic Management

基　　金：教育部人文社会科学研究项目(09YJA630001);安徽省社会科学规划项目(AHSK07-08D10)

摘　　要：社会企业作为一种创新型组织有别于商业企业,相比于商业企业市场营销理论的成熟,社会企业的市场营销理论还处于探讨和摸索阶段。文章采用比较研究的方法,分析了两者的市场营销影响因素、运营基础、营销策略的异同点,揭示了社会企业的市场营销也是要遵循企业生存本质——提供社会需要的产品,进而指出社会企业的市场营销可以借鉴商业企业的市场营销理论,但同时要重视两者之间的区别,开发更加适合的营销理论和采用更加有效的市场营销方法。最后,基于比较研究的结论,提出有效提升社会企业市场营销的几点建议。As a innovative organization, social enterprise is different from business enterprise. Contrast with the maturity on marketing theory of business enterprise, the marketing theory of social enterprise is still in the discussion and exploratory stage. The paper takes the comparative research methods, analyzes their similarities and differences in marketing effective fac- tor, the base of operation, and the marketing strategy. The paper also suggests that the marketing of social enterprise also fol- lows the enterprise survival essence, provides the product of social need. Further, the marketing of social enterprise can refer to the marketing theory of business enterprise, but the difference of both sides should be pay more attention, and more appropriate marketing theory and more effective marketing method should be developed and used. At last, the paper puts forward some suggestions on effectively promoting the marketing of social enterprise on the base of the comparative research conclusion.

关 键 词：社会企业 社会企业营销 商业企业营销 比较分析 

分 类 号：F273[经济管理—企业管理]