基于企業(yè)社會責任的公益營銷研究.pdf

1、上海大學碩士學位論文基于企業(yè)社會責任的公益營銷研究姓名：時傲兵申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：張昊民20071201上海人學碩I：學位論文ABSTRACTUndertheharmonioussocietyfeeling，CorporateSocialResponsibility(CSR)becomestobethehotspotsdiscussedbythewholesociety：mediaattention，thepubl

2、ic’Srequest，thesupervisionandreviewofenterprisesmakecorporatesocialresponsibilitytobeapopularimprovementwithastartbutnoendAsaneconomicentityeconomicresponsibilityistheprimaryresponsibilityforenterpriseitselfanybehaviouro

3、fenterprisesshouldhaveEconomicsignificanceAsacorporatecitizenship，enterprisesfulfiltheirsocialresponsibilitywithdedicationontheotherhand，Ⅱleyalsohopetowinthetrustofconsumers，enhancetheirimageandbrandvaluebytransferringgo

4、odwilltocommunitypromotingsocialwellbeingCauserelatedmarketingcomesoutatsuchrightmomentBasedonCSRCauserelatedMarketingjoinsthepublicwelfaretomarketingwellSocialproblemsaresolvedwiththepowerofmarketingThroughsincerebehavi

5、orandeffectivemarketingenterprisesnotonlyfulfilledtheircorporatesocialresponsibilitybutalsowintherecognitionandfavorfromconsumerestablishedagoodreputation，achievedsalesgrowthCauserelatedmarketingpracticehasmorethan20year

6、slongItwillattractmoreandmoreattentionfromacademiaandthebusinesswiththeconceptofsocialresponsibilityaccepteddeeplybythepublicFromtheperspectiveofenterprise，PapermadeamoresystematicstudyonbothCSRandCauserelatedMarketing；t

7、riedtofindwhetheritisnecessaryandfeasibletointegratebothofthemPaperreviewedthedevelopmentofCSRtheorydefinedCauserelatedMarketinganditsproperties，paidmoreattentiononitsimplementationstrategiesandrisks，accordingtoitsperfor

8、mancefeaturedwithenterprisevalueandsocietyvalueconstructedCauserelatedMarketingperformanceevaluationsystem，introducedintegrationevaluationmodel，constructedtwointegratedevaluationmodelswhichcontributedtoperformancecontrol

9、lingandimprovingonebasedonthenetworkstructureofitsindexes，theotherbasedonitstreestructureThroughsystematicresearchpaperprovidedaframeworkareferenceandideasforthefuturestudyandpracticeinCauserelatedMarketingKeywords：corpo