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随着经济全球化的进一步发展,我国企业的营销观念也逐渐与国际接轨,由传统的市场营销观念逐渐演变为社会市场营销观念。企业的销售活动不仅仅是通过销售产品以获取利益的经营环节,同时也是企业建立良好社会形象的关键所在,而社会责任问题则是企业与社会、企业与消费者建立良好关系的主要渠道之一。本文首先分析了社会责任营销的作用,其次论述了目前我国企业销售中存在的社会责任营销问题及产生的原因,最后提出了企业销售中的社会责任营销实现策略。
With the further development of economic globalization, the concept of marketing of Chinese enterprises has gradually become in line with the international standards and gradually evolved from traditional marketing concepts to social marketing concepts. The sales activities of an enterprise are not only the operation links for selling products to gain benefits, but also the key for a company to establish a good social image. The issue of social responsibility is one of the main channels for establishing good relationships between enterprises and society, enterprises and consumers . This paper first analyzes the role of social responsibility marketing, and then discusses the current social marketing problems and their causes in China’s corporate sales. Finally, it puts forward the strategy of social responsibility marketing in enterprise sales.