本文關(guān)鍵詞： 騰訊 企業(yè)社會責任 社會責任營銷　出處：《深圳大學》2017年碩士論文　論文類型：學位論文

【摘要】：當今社會對企業(yè)的要求已經(jīng)不再是簡單的為社會創(chuàng)造利潤、解決就業(yè)問題等,更多地要求企業(yè)從經(jīng)紀人轉(zhuǎn)換成社會人,履行其應(yīng)當承擔的社會責任。自2000年開始,企業(yè)社會責任開始進入公眾視野并受到各方關(guān)注,我們通過對企業(yè)社會責任營銷的研究,不僅可以督促企業(yè)承擔基本的社會責任,更可以指導(dǎo)企業(yè)通過社會責任營銷來實現(xiàn)自身的發(fā)展。本文以騰訊公司作為研究對象,運用管理學、營銷學、社會學等多門學科的理論知識,收集國內(nèi)外關(guān)于企業(yè)社會責任、社會責任營銷研究觀點,總結(jié)出企業(yè)倫理理論、利益相關(guān)者理論、企業(yè)社會責任行為理論的研究軌跡。通過網(wǎng)絡(luò)搜索獲知近年來騰訊公司對用戶、對員工、對外部的社會責任營銷措施,同時利用對騰訊內(nèi)部員工和社會公眾的訪談歸納出關(guān)注點,發(fā)現(xiàn)騰訊公司在企業(yè)社會責任營銷中方面的問題并給出合理建議。另外,總結(jié)出騰訊公司在公益事業(yè)宣傳、公益事業(yè)關(guān)聯(lián)營銷以及慈善行為等各方面的營銷策略,旨在給互聯(lián)網(wǎng)企業(yè)以借鑒,同時,提出了“將社會責任營銷作為企業(yè)營銷戰(zhàn)略的重要組成部分”“傳統(tǒng)的社會責任轉(zhuǎn)為商業(yè)化運作,并與自身業(yè)務(wù)優(yōu)勢相結(jié)合”等提案,希望能夠帶給傳統(tǒng)企業(yè)以啟發(fā)。本研究可以對騰訊公司在企業(yè)社會責任營銷的發(fā)展起到積極的作用,同時也對提高我國互聯(lián)網(wǎng)企業(yè)的社會責任營銷水平,增強企業(yè)競爭力方面有一定的積極意義。
[Abstract]:Today's social demands on enterprises are no longer simply to create profits for the society, solve the employment problem, more require enterprises from brokers to social people, to fulfill their social responsibilities. Since 2000, Corporate social responsibility (CSR) has begun to enter the public field of vision and received attention from all sides. Through the research on CSR marketing, we can not only urge enterprises to assume basic social responsibility. This paper takes Tencent Corporation as the research object, using the theory knowledge of management, marketing, sociology and so on, to collect the domestic and foreign social responsibility about corporate social responsibility, which can guide enterprises to realize their own development through social responsibility marketing. Social responsibility marketing research point of view, summed up the corporate ethics theory, stakeholder theory, corporate social responsibility behavior theory research trajectory. External social responsibility marketing measures, at the same time using the internal staff and social public interviews to sum up the concerns, found that Tencent in corporate social responsibility marketing problems and give reasonable advice. Summing up the marketing strategies of Tencent in such aspects as public welfare promotion, public welfare related marketing and charitable behavior, etc., in order to give Internet enterprises reference, at the same time, This paper puts forward some proposals, such as "taking social responsibility marketing as an important part of enterprise marketing strategy", "traditional social responsibility is converted into commercial operation, and combines with its own business advantages", and so on. This research can play a positive role in the development of corporate social responsibility marketing and improve the level of social responsibility marketing of Internet enterprises in China. To enhance the competitiveness of enterprises has certain positive significance.
【學位授予單位】：深圳大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F49;F270

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本文編號：1498413