基于共享价值视角的企业营销战略研究

企业着重寻找自身与社会的价值交叉点,将其作为创新和利益增长的源泉,创造与社会共享的价值,可以在盈利的同时承担一部分社会责任。本文将共享价值理念应用于企业营销管理方面,通过分析文献资料和建立博弈论模型,分析共享价值营销的可行性和影响因素,为企业制定共享价值营销战略建立理论支撑。

Research on the Enterprise Marketing Strategies Based on the Perspective of Shared Value

Enterprises focus on finding the intersection of value between themselves and society,and take it as the source of innovation and benefit growth,create the shared value with society,undertake a part social responsibility while obtaining profits.This paper applies concept of sharing value to the enterprises＇ marketing management,through analysis of the literature data and establishment of game theoretical model,analyzes the feasibility of shared value marketing and influencing factors,to establish theoretical support for enterprises drawing up shared value marketing strategy.