调味品企业社会责任营销对企业成长性的影响研究  

Research on the Effect of Condiment Corporate Social Responsibility Marketing on Corporation Growth

作　　者：赵艳丽 于溪洋 ZHAO Yan-li;YU Xi-yang(College of Business,Harbin University of Commerce,Harbin 150028,China;Market Development and Circulation Economic Research Center,Harbin University of Commerce,Harbin 150028,China)

机构地区：[1]哈尔滨商业大学商务学院,哈尔滨150028 [2]哈尔滨商业大学市场发展与流通经济研究中心,哈尔滨150028

出　　处：《中国调味品》2021年第6期169-172,共4页China Condiment

基　　金：黑龙江省哲学社会科学研究规划项目“基于社会责任的黑龙江省地理标志农产品区域品牌价值共创研究”(18GLE466)。

摘　　要：将企业社会责任与营销观念相结合,通过理论分析论证调味品企业社会责任营销对企业成长性的作用机理,同时采取单案例研究,深入剖析海天味业社会责任营销对企业成长性的影响,并从树立营销观念,承担社会责任,实现价值营销,保障股东权益;注重内部营销,提高员工积极性;实施关系营销,维护商业伙伴利益;重视慈善营销,强化社区责任方面提出对策建议。对于目前激烈竞争环境下调味品企业转变营销观念,更好地承担社会责任,提升企业成长性具有启示意义。Combining corporate social responsibility with marketing concept,the action mechanism of condiment corporate social responsibility marketing on corporation growth is demonstrated through theoretical analysis.Meanwhile,a single case study is adopted to deeply analyze the effect of social responsibility marketing of Haitian Flavouring and Food Co.,Ltd.on corporation growth,and put forward countermeasures and suggestions from the aspects of establishing marketing concept,undertaking social responsibility,realizing value marketing,protecting shareholders'rights and interests;paying attention to internal marketing,improving the motivation of staff;implementing relationship marketing,safeguarding the interests of business partners;paying attention to charity marketing and strengthening community responsibility.It has enlightening significance for condiment enterprises to change their marketing concept,better undertake social responsibility and enhance corporation growth under the current fierce competition environment.

关 键 词：企业社会责任营销 企业成长性 调味品企业 

分 类 号：TS264.29[轻工技术与工程—发酵工程]