The Innovative Thought of Cause-Related Marketing

• Main Authors: Hsin-YiChen, 陳心怡
• Other Authors: Heiu-Jou Shaw
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/11487826647607005778

碩士 === 國立成功大學 === 工程管理碩士在職專班 === 102 === Since the level of consciousness related to humanitarianism and ecological sustainability has been gradually increasing, corporations and organizations advancing with the times are thinking about business models that earn profit while making positive contributions to the community as well as adopting cause-related marketing strategies. In such marketing activities, the major implementation of the objectives is intended to enhance brand value, develop sustainable businesses, achieve corporate social responsibility (CSR) activities and to raise funds for charities. The most original intention toward cause-related marketing should be based on social positive effects rather than focused on firm benefits or other quantitative indexes. If corporations merely have short-term benefits of marketing in mind but are not genuinely strengthening their levels of benevolence, this will tend to devaluate the moral core of philanthropy and obscure the links between markets, their firms, products, services and the negative impacts they can have on human welfare. The short-term benefits of cause-related marketing will belie its hidden costs. As a result, corporations must take responsibility for being concerned about solving societal problems and creating social change. Given that the issues of cause-related marketing analyzed by this study include long-term costs and the essence of philanthropy, three major issues to be addressed are as follows: sustainability of public welfare, effectiveness of the implementation of cause-related marketing, and embodying human virtue. To resolve these issues, the following TRIZ methodology was carried out: physical contradiction, technical contradiction, and substance-field analysis. Moreover, specific solutions developed and crystallized into concrete implementation proposals using TRIZ approaches were used to instill creative thinking about case-related marketing. Except for clarifying these innovative solutions, related studies or references were brought out to support the feasibility and evolution of these solutions. The study indicated that most of the solutions based on the TRIZ theory are either practical implementations or innovative schemes that are under development. Therefore, this convinced us that solutions resulting from the issues described above could provide valuable references for sustainable societal development.