| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 87 === Cause-related Marketing (CRM) has been fashionable for more than ten years, the past research almost adopted the quantitative research, to explore the objectives of the business or the viewpoint of consumers on CRM. This study aims to probe into the issues on CRM process and business performance by the evaluation index.
This study adopts the depth interview of the qualitative research, and draw into an idea of information statement, to explore the influence factors on strategic decision and performance of business, and the result of performance assessment concerning to CRM. One to verify the availability of the theory, one to develop a better model on CRM.
From the study, it is found that the influence factors on decision of CRM are the chief decision, the business characteristics, the marketing strategy, the social issue, and the situation of competitors in business. CRM is only a part of business activities, the increase in the corporation image is not significant, however the consistent support and effective presentation of taking care on social welfare are helpful to enhance brand image, and the relative market share. As for the different attitudes of employees on CRM, perhaps be related to the valuation of the cause or the type of support.
The business which led first into CRM has the advantage of the developing opportunity. So the follower business of CRM should to effort on valuation of the cause and the appealing information to consumers, also ought to emphasize the product characteristics or motivation to consumers. In addition, the business can draft a better marketing strategy by the internal experiment design, and to improve participation and recognition of employees before they adopt CRM activity.
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