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一、引言公益营销(cause-related marke-ing,CRM)是制定和执行营销行动的过程,这种行动具有特定的含义,当消费者参与提供企业收益的交易时,企业即捐出特定比例的金额给计划好的事项,以满足组织(企业与非营利组织)与个人(消费者与中间商)的目标①。本文采用实验法进行研究,研究问题有:(1)高涉入度下公益事项重要度和公益事项可接近度以及二
I. INTRODUCTION Cause-related marke-ing (CRM) is the process of developing and implementing marketing actions that have a specific meaning. When consumers participate in transactions that provide corporate returns, the firm contributes a certain percentage of The amount of money is given to the planned good to meet the goals of the organization (business and nonprofit) and individuals (consumers and brokers). This article uses the experimental method to carry on the research, the research questions are: (1) The high degree of involvement in the importance of public welfare matters and the accessibility of public welfare matters and the second