| 通过社会性营销建立品牌资产 |
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| 引用本文： | 马向阳,陈琦,郑春东.通过社会性营销建立品牌资产[J].天津大学学报(社会科学版),2010,12(3):219-224. |
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| 作者姓名： | 马向阳 陈琦 郑春东 |
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| 作者单位： | 天津大学管理学院,天津,300072 |
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| 基金项目： | 天津市哲学社会科学规划研究基金资助项目(TJGL06-083) |
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| 摘 要： | 建立品牌资产是企业长远的发展目标，而履行社会责任则是达到目标的手段和过程，在这两者之间就需要通过社会性营销活动，确定诸目标市场的需要、期望和利益，保护和提高消费者的社会福利，从而使履行企业社会责任成为建立品牌资产的必要手段和方法。
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| 关 键 词： | 社会性营销 品牌资产 企业社会责任 品牌社区 |
Building Brand Equity Through Corporate Societal Marketing |
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| MA Xiang-yang,CHEN Qi,ZHENG Chun-dong.Building Brand Equity Through Corporate Societal Marketing[J].Journal of Tianjin University(Social Sciences),2010,12(3):219-224. |
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| Authors: | MA Xiang-yang CHEN Qi ZHENG Chun-dong |
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| Institution: | ( School of Management, Tianjin University, Tianjin 300072, China ) |
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| Abstract: | Building brand equity is a long-term development target for enterprises, and fulfilling the community responsibi lity is the way and process to achieve this target. Societal marketing bridges the brand equity and the community responsibility, determines the need expectation and benefit of various target markets, and protects and enhances the consumer＇s wel-fare. Therefore, fulfilling corporate social responsibility is a way to build brand equity. |
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| Keywords: | societal marketing brand equity corporate social responsibility brand community |
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