| 善因营销成效的影响因素探析 |
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| 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): 53-57 |
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| 作者姓名： | 于坤章 俞赟芳 陈琳 |
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| 作者单位： | 湖南大学工商管理学院,湖南,长沙,410082;湖南大学工商管理学院,湖南,长沙,410082;湖南大学工商管理学院,湖南,长沙,410082 |
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| 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.
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| 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 |
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| 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): 53-57 |
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| Authors: | YU Kun-zhang YU Yun-fang CHEN Lin |
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| Affiliation: | School of Business Administration;Hunan University;Changsha 410082;China |
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| 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. |
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| Keywords: | Cause-Related Marketing the effectiveness of Cause-Related Marketing operation mode the influence factors model |
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