本文選題：微時代 + 公益營銷��； 參考：《石河子大學(xué)》2016年碩士論文

【摘要】：隨著世界經(jīng)濟(jì)一體化進(jìn)程不斷深化,企業(yè)間的競爭異常激烈,企業(yè)的聲譽決定了其生存空間,只有當(dāng)企業(yè)獲得了社會成員的認(rèn)可,其才能持續(xù)發(fā)展。企業(yè)的營銷活動作為企業(yè)的一個“窗口”,向企業(yè)外部傳遞企業(yè)內(nèi)部優(yōu)質(zhì)信息,以此來獲得社會認(rèn)可,過去很長一段時間,企業(yè)單純的靠推廣其生產(chǎn)的產(chǎn)品來提高品牌的知名度,然而,這種營銷模式具有一定的局限性,比如,營銷成本高,模式較為單一,企業(yè)價值提升緩慢等。近些年,企業(yè)家的素養(yǎng)不斷提升,企業(yè)對社會的責(zé)任意識也得到了廣泛推廣,越來越多的企業(yè)積極主動的承擔(dān)社會責(zé)任,其中相當(dāng)一部分是一種無償?shù)某袚?dān),企業(yè)不再僅僅追求利潤最大化,進(jìn)而追求企業(yè)價值最大化、社會責(zé)任最大化。公益營銷就是企業(yè)無償承擔(dān)部分社會責(zé)任的具體形式,企業(yè)通過傳播社會認(rèn)同的價值理念來引發(fā)廣大消費者的共鳴,使企業(yè)價值與社會價值趨同,讓企業(yè)的價值深入人心,從而樹立企業(yè)良好的社會形象,支持企業(yè)持續(xù)健康發(fā)展。社會技術(shù)的進(jìn)步與傳播,從而使得企業(yè)的公益營銷更加便利化、專業(yè)化,企業(yè)能夠根據(jù)具體情況、針對特定群體選擇營銷活動,隨著微時代的到來,越來越多的企業(yè)選擇了微博、微信、微電影作為企業(yè)公益營銷的工具,此類傳播媒體具有良好的互動效應(yīng),更貼近百姓日常生活,更能反映消費者的心聲,使得企業(yè)能夠結(jié)合消費者的需求進(jìn)行相關(guān)生產(chǎn)經(jīng)營活動,為消費者提供急需的服務(wù)和產(chǎn)品,降低了企業(yè)的營銷成本,提升了企業(yè)的社會影響力。研究主要側(cè)重微時代下的公益營銷對企業(yè)績效及品牌價值的影響,主要分為七個部分,第一部分介紹研究背景、研究意義、國內(nèi)外研究現(xiàn)狀、研究內(nèi)容、研究方法;第二部分介紹相關(guān)概念及理論基礎(chǔ);第三部分介紹國內(nèi)外微博、微信、微電影公益營銷的發(fā)展?fàn)顩r,以及存在的問題及原因;第四部分引用國內(nèi)外成功的公益營銷案例;第五部分為微時代下公益營銷項目的案例研究;第六部分依據(jù)第四部分、第五部分案例的成效及第三部分存在的問題,提出微時代下提升企業(yè)績效及品牌影響力的對策建議;第七部分得出研究結(jié)論及展望。研究的主要結(jié)論是傳統(tǒng)公益營銷手段結(jié)合現(xiàn)代傳播媒介,對企業(yè)績效及品牌價值有顯著的正向影響,從而,企業(yè)在創(chuàng)造經(jīng)濟(jì)績效的同時,也能實現(xiàn)社會績效,繼而贏得廣大消費者的認(rèn)可,實現(xiàn)雙贏。
[Abstract]:With the deepening of the process of world economic integration and the fierce competition among enterprises, the reputation of the enterprise determines its living space. Only when the enterprise has been recognized by the members of the society, can it continue to develop. As a "window" of an enterprise, the marketing activities of the enterprise transmit the internal high quality information to the outside of the enterprise in order to gain social recognition. For a long time in the past, Enterprises simply rely on the promotion of their products to improve the brand awareness, however, this marketing model has some limitations, such as high marketing costs, a single model, slow promotion of enterprise value, and so on. In recent years, the quality of entrepreneurs has been continuously improved, and the sense of corporate responsibility to the society has been widely promoted. More and more enterprises are taking the initiative to assume social responsibility, a considerable part of which is a kind of unpaid commitment. The enterprise no longer only pursues the profit maximization, then pursues the enterprise value maximization, the social responsibility maximizes. The public welfare marketing is the concrete form that the enterprise undertakes part of the social responsibility without charge. By spreading the value concept of the social identity, the enterprise can arouse the resonance of the broad consumers, make the enterprise value converge with the social value, and let the value of the enterprise go deep into the hearts of the people. In order to establish a good social image of enterprises, support the sustainable and healthy development of enterprises. With the progress and dissemination of social technology, the public welfare marketing of enterprises becomes more convenient and specialized. Enterprises can choose marketing activities according to specific conditions and for specific groups. With the arrival of the micro-era, More and more enterprises choose Weibo, WeChat, micro-film as a tool of corporate public welfare marketing, such media have good interactive effect, more close to the daily life of the people, more can reflect the aspirations of consumers. It enables enterprises to combine the needs of consumers to carry out related production and management activities, to provide consumers with much-needed services and products, to reduce the marketing costs of enterprises, and to enhance the social influence of enterprises. The research focuses on the impact of public marketing in the micro-era on corporate performance and brand value, mainly divided into seven parts. The first part introduces the research background, research significance, domestic and foreign research status, research content, research methods; The second part introduces the related concepts and theoretical basis; the third part introduces the development of Weibo, WeChat, micro-film, and the problems and reasons; the fourth part cites the successful cases of public welfare marketing at home and abroad. The fifth part is the case study of the public welfare marketing project in the micro-era, the sixth part is based on the results of the fourth part, the fifth part of the case and the problems in the third part, and puts forward the countermeasures and suggestions to improve the enterprise performance and brand influence in the micro-era. The seventh part draws the conclusion and prospect of the research. The main conclusion of the study is that the traditional means of public welfare marketing combined with modern media have a significant positive impact on corporate performance and brand value, so that enterprises can achieve social performance while creating economic performance. And then win the recognition of the vast number of consumers, to achieve a win-win.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274
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本文編號：1893687