本文選題：企業(yè)捐贈(zèng)　切入點(diǎn)：績(jī)效　出處：《浙江工商大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 企業(yè)捐贈(zèng)是企業(yè)履行社會(huì)責(zé)任的主要方式。企業(yè)捐贈(zèng)不僅創(chuàng)造社會(huì)利益,而且為企業(yè)帶來(lái)很多經(jīng)濟(jì)利益。但企業(yè)捐贈(zèng)最終績(jī)效的產(chǎn)生取決于消費(fèi)者的回應(yīng),如知名度的提高、形象的改變、產(chǎn)品銷售量的增加,進(jìn)而對(duì)企業(yè)的品牌權(quán)益產(chǎn)生正面影響。因此,本研究從品牌權(quán)益視角出發(fā),以品牌權(quán)益為衡量指標(biāo)探討企業(yè)捐贈(zèng)績(jī)效,為企業(yè)捐贈(zèng)提供了直接的經(jīng)濟(jì)動(dòng)因,同時(shí)分析了消費(fèi)者對(duì)企業(yè)捐贈(zèng)的信息處理過(guò)程,總結(jié)出了有效的企業(yè)捐贈(zèng)行為特征,為企業(yè)戰(zhàn)略規(guī)劃其捐贈(zèng)行為提供了理論和實(shí)證支持。 本研究以問(wèn)卷調(diào)查的方式取得分析資料,以描述性統(tǒng)計(jì)、信度分析、效度分析、方差分析及結(jié)構(gòu)方程模式等統(tǒng)計(jì)方法,進(jìn)行后續(xù)的資料分析。研究結(jié)果發(fā)現(xiàn),當(dāng)消費(fèi)者對(duì)捐贈(zèng)企業(yè)的態(tài)度較為正面,對(duì)捐贈(zèng)活動(dòng)較為喜愛(ài),對(duì)捐贈(zèng)企業(yè)和捐贈(zèng)活動(dòng)之間的認(rèn)知程度較高時(shí),企業(yè)進(jìn)行捐贈(zèng)活動(dòng)的確會(huì)對(duì)品牌權(quán)益產(chǎn)生正面影響,包括品牌意識(shí)和獨(dú)特性的提升、品牌感知質(zhì)量與感知成本價(jià)值的強(qiáng)化,并增加消費(fèi)者的購(gòu)買意愿。對(duì)企業(yè)而言,捐贈(zèng)行為可算是成效不錯(cuò)的營(yíng)銷工具。然而,企業(yè)在進(jìn)行捐贈(zèng)活動(dòng)時(shí),仍須表現(xiàn)出企業(yè)的真誠(chéng),不要讓消費(fèi)者覺(jué)得企業(yè)的捐贈(zèng)行為僅是基于商業(yè)目的考量。如此一來(lái),捐贈(zèng)行為對(duì)于企業(yè)所帶來(lái)的效益將更加明顯,對(duì)于企業(yè)的品牌權(quán)益也會(huì)有更顯著的提升效果。
[Abstract]:Corporate donation is the main way to fulfill corporate social responsibility. Corporate donation not only creates social benefits, but also brings a lot of economic benefits to enterprises. However, the final performance of corporate donation depends on the response of consumers, such as the increase of reputation. The change of image and the increase of product sales will have a positive impact on the brand equity of the enterprise. Therefore, this study, from the perspective of brand equity, takes brand equity as a measure to explore the performance of corporate donation. It provides direct economic motivation for enterprise donation, analyzes the information processing process of consumer donation to enterprise, summarizes the effective characteristics of corporate donation behavior, and provides theoretical and empirical support for enterprise strategic planning of its donation behavior. In this study, the analysis data were obtained by questionnaire, and the statistical methods such as descriptive statistics, reliability analysis, validity analysis, variance analysis and structural equation model were used to carry out the subsequent data analysis. When consumers have a more positive attitude towards donation enterprises, prefer donation activities, and have a higher level of cognition between donation enterprises and donation activities, corporate donation activities do have a positive impact on brand rights and interests. Including brand awareness and uniqueness enhancement, brand perceived quality and perceived cost value enhancement, and increased consumer willingness to buy. For enterprises, giving behavior can be considered as a good marketing tool. Enterprises should still show their sincerity in donating activities, and do not make consumers feel that their donations are based solely on commercial purposes. In this way, the benefits of giving will be more obvious to the enterprises. For the brand equity of enterprises will also have a more significant effect.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F272;F273.2

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