基于企业社会责任的战略营销分析  

The Study on Strategic Marketing based on Corporate Social Responsibility

作　　者：吴华明[1,2] 林峰[1] 

机构地区：[1]华侨大学工商管理学院,福建泉州362000 [2]泉州师范学院工商信息学院,福建泉州362000

出　　处：《中国流通经济》2012年第1期81-84,共4页China Business and Market

基　　金：教育部2009博士点基金项目“企业责任竞争力治理机制研究--以海西区为实证”(课题编号:20093501110001);福建省高校服务海西建设重点项目“闽南地区区域经济发展研究”(课题编号:B054)的部分研究成果

摘　　要：战略营销既是营销行为又是战略行为,战略营销强调从环境的趋势性变化中把握成长性潜在消费需求以及企业竞争行为的变化,以追求长期性、持续性的营销效果。企业社会责任的大环境使社会责任消费成为成长性潜在消费需求,使对社会负责的竞争逐渐成为主流的竞争方式,因而企业社会责任具有促使营销从传统的职能层次上升到战略层面加以管理的功能。战略营销的落脚点是战略营销决策,基于企业社会责任的战略营销的关键在于相应的目标市场决策和市场定位决策。Strategic marketing is not only the marketing behavior,but also the strategic behavior.Strategic marketing highlights the increasing potential consumption demand and changes of enterprises＇ competitive behaviors in the trend variation of environment to pursue the long-term and sustainable marketing effect.In the background of CSR,socially responsible consumption becomes the increasing potential consumption demand and socially responsible competition becomes the mainstream of competition;therefore CSR has the function of making the traditional marketing to be strategic marketing and imposing controls on it.The paramount importance of strategic marketing is the decision of strategic marketing;and accordingly the key issue of CSR-oriented strategic marketing is the decision of target market and market positioning.

关 键 词：战略营销 企业社会责任 社会责任消费 对社会负责的竞争 

分 类 号：F713.50[经济管理—市场营销]