消费者社会责任驱动下的社会责任营销研究——基于社会化网络视角  

On Social Responsibility Marketing Driven by Consumer Social Responsibility

作　　者：袁裕辉[1] 

机构地区：[1]广东技术师范学院经济与贸易学院,广东广州510665

出　　处：《长沙大学学报》2016年第1期24-26,共3页Journal of Changsha University

基　　金：广东省自然科学基金资助项目;编号:S2011010005321;广东省自然科学基金资助项目;编号:S2013010011526

摘　　要：在消费者社会责任意识驱动下,社会化网络社区不仅成为企业营销的主要渠道,也使得企业开展社会责任营销成为必然趋势。而企业开展社会责任营销包括三个要素:社会责任成为善的商业模式、利用社会化网络开展事件营销、发布社会责任报告。Social network community not only becomes the main channel of the enterprise marketing, but also makes the enterprise car- tying out social responsibility marketing become an inevitable trend. It is pointed out in the paper that the three elements for enterprises to conduct social responsibility marketing are social responsibility being good business model, using social networks to carry out event marketing, and publishing social responsibility report.

关 键 词：消费者社会责任 社会责任营销 企业社会责任 社会化网络 

分 类 号：F27[经济管理—企业管理]