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善因营销成效的影响因素探析
引用本文:于坤章,俞赟芳,陈琳.善因营销成效的影响因素探析[J].湖南大学学报(社会科学版),2009,23(2).
作者姓名:于坤章  俞赟芳  陈琳
作者单位:湖南大学工商管理学院,湖南,长沙,410082
摘    要:善因营销是一种有效但不可滥用的营销战略工具,其成效的影响因素错综复杂.在对善因营销的众多研究成果回顾和分析的基础上,构建了善因营销成效影响因素模型,并对模型的六大构面及其相关变量进行了探讨和论述,希望对我国善因营销的研究和实践都有所启示.

关 键 词:善因营销  善因营销成效  运作模式  影响因素模型

The Exploration on the Influence Factors Model of the Effectiveness of Cause-Related Marketing
YU Kun-zhang,YU Yun-fang,CHEN Lin.The Exploration on the Influence Factors Model of the Effectiveness of Cause-Related Marketing[J].Journal of Hunan University(Social Sciences),2009,23(2).
Authors:YU Kun-zhang  YU Yun-fang  CHEN Lin
Institution:School of Business Administration;Hunan University;Changsha 410082;China
Abstract:Cause-related Marketing is effective,but not an abusive strategetic marketing tool,the influence factors of its effectiveness are complex.On the base of the results of research on Cause-related Marketing,the article builds the model of the influencing factors of Cause-related Marketing,and demonstrates six elements related.The article may be helpful to the research and practice on Cause-related Marketing in China.
Keywords:Cause-Related Marketing  the effectiveness of Cause-Related Marketing  operation mode  the influence factors model  
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