基于善因营销策略的企业竞争博弈模型研究  

Research on Game Model of Firm Competition Based on Cause-Related Marketing Strategy

作　　者：柳键[1] 吴鑫 唐艳群 邹子涵 LIU Jian;WU Xin;TANG Yanqun;ZOU Zihan(Jiangxi University of Finance and Economics,Nanchang,China)

机构地区：[1]江西财经大学信息管理学院

出　　处：《管理学报》2023年第8期1225-1234,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71761015,72162018);江西省研究生创新专项资金资助项目(YC2022-B154)。

摘　　要：以善因营销为竞争手段,构建基于善因营销策略的两企业博弈模型,对比分析不同情形下实施善因营销策略企业利润的变化,并探究消费者社会责任感对企业公益行为的影响,优化确定企业获利的公益投入区间。研究表明:①消费者社会责任感越强烈,企业实施善因营销策略的动力越大;②相比于两企业均实施善因营销策略情形,单一企业实施善因营销策略获利更大;③当企业双方公益投入差额较小时,两企业均能通过善因营销获利;④相比于市场强势企业,弱势企业也有动机提供更多的公益投入。Cause-related marketing(CM)has the dual attributes of public welfare and profitability,which is a crucial business strategy for firms.This study establishes a two-firm competition model based on CM strategy,and analyzes the impact of CM strategy on firms’profits in different cases.Also,we explore the impact of consumer social responsibility(CSR)on the cause behavior of firms,and obtain the range of charitable donations that benefit firms.Our main results are as follows.①The stronger CSR is,the greater the motivation for firms to adopt CM strategy is.②Compared with the case where both firms adopt CM strategy,a single firm implementing CM strategy can grab more profits.③Both firms benefit from CM strategy when the gap in charitable donations remains within a certain range.④Weak firms are also motivated to provide more charitable donations for social cause compared with strong firms in the market.

关 键 词：善因营销 公益投入 企业竞争 消费者社会责任感 

分 类 号：C93[经济管理—管理学]