本文選題：歐洲企業(yè) + 跨國公司　； 參考：《廣東外語外貿(mào)大學(xué)》2017年碩士論文

【摘要】：隨著經(jīng)濟(jì)全球化的發(fā)展,跨國企業(yè)在東道國市場面臨更激烈的競爭。與此同時,網(wǎng)絡(luò)技術(shù)和社交媒體的普及和發(fā)展,各國消費者的知情權(quán)和選擇權(quán)也得到極大提升。在這種背景下,跨國公司提升市場競爭力的策略,從產(chǎn)品和服務(wù)本身的屬性轉(zhuǎn)向?qū)Τ袚?dān)社會責(zé)任的重視。近年來,企業(yè)社會責(zé)任和行動的理論和實踐已成為關(guān)注的熱點。在跨國公司努力拉近與東道國當(dāng)?shù)叵M者的關(guān)系方面,善因營銷作為一種營銷創(chuàng)新理念和促銷方法,深受眾多跨國公司的偏愛。特別是那些希望迅速吸引消費者注意,樹立積極的品牌形象的跨國公司,更是深諳善因營銷的強大影響力。這種策略不僅可以快速提升品牌的銷量,還可以起到公共關(guān)系的作用,在消費者心目中樹立有社會責(zé)任感,關(guān)注消費者福祉的有良心的企業(yè)形象。本文以兩家歐洲跨國公司—德國梅賽德斯-奔馳公司、法國歐萊雅集團(tuán)為例,運用善因營銷理論、企業(yè)戰(zhàn)略慈善理論、公司品牌理論等,通過案例分析,并結(jié)合問卷調(diào)查,通過收集和分析一手和二手?jǐn)?shù)據(jù)資料,探討在全球營銷背景下,善因營銷策略在跨國企業(yè)公司的應(yīng)用及對品牌形象的影響。研究驗證了善因營銷商品的價格會影響消費者對公司品牌形象的評價;與其他方面相同的競爭對手相比,善因營銷比直接的慈善捐贈更有助于提升歐洲跨國企業(yè)的公司品牌形象;持續(xù)進(jìn)行的善因營銷比一次進(jìn)行的善因營銷更有助于提升歐洲跨國企業(yè)的公司品牌形象;與企業(yè)產(chǎn)品相關(guān)性越高的善因營銷更有助于提升歐洲跨國企業(yè)的公司品牌形象等。同時,基于本文的研究結(jié)果,為我國實施“走出去”的發(fā)展戰(zhàn)略,以及“一帶一路”發(fā)展戰(zhàn)略,從企業(yè)跨國營銷的角度,在其他國家樹立良好的品牌形象,特別是積極正面的公司形象,提供決策參考。
[Abstract]:With the development of economic globalization, multinational enterprises are facing more fierce competition in the host country market. At the same time, with the popularization and development of network technology and social media, consumers' right to know and right to choose have been greatly improved. In this context, the strategy of multinational corporations to enhance market competitiveness changes from the attributes of products and services to the emphasis on social responsibility. In recent years, the theory and practice of corporate social responsibility and action have become the focus of attention. As a kind of innovative marketing concept and promotion method, MNCs are favored by many multinational corporations for their efforts to narrow the relationship with the local consumers in the host country. Multinationals, especially those that want to quickly attract consumers' attention and establish a positive brand image, are well-versed in the power of marketing. This strategy can not only increase the sales of brand quickly, but also play the role of public relations, and establish a conscientious corporate image with a sense of social responsibility and concern for the welfare of consumers in the eyes of consumers. This paper takes two European multinational corporations-Mercedes-Benz Company of Germany and L'Oreal Group of France as an example, applies the theory of good cause marketing, the theory of corporate strategic charity, the theory of corporate brand, and so on, through the case analysis, and combines the questionnaire survey, etc. Through collecting and analyzing the primary and secondary data, the paper discusses the application and influence on the brand image of the marketing strategy in multinational corporations under the background of global marketing. The study verified that the price of the goods marketed by Shanyin affects consumers' evaluation of the company's brand image; compared with competitors in the same way, Good cause marketing is more helpful than direct charitable donation in promoting the corporate brand image of European multinational enterprises, and continuous good cause marketing is more helpful to enhance the corporate brand image of European multinational enterprises than the one time good cause marketing. The higher the relevance of corporate products, the better the corporate brand image of European multinationals. At the same time, based on the research results of this paper, to implement the development strategy of "going out" and "Belt and Road" for our country, from the perspective of transnational marketing of enterprises, to establish a good brand image in other countries. In particular, a positive corporate image, to provide decision-making reference.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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