A Study of the Enterprise Philanthropy and Cause-related Marketing-Take Haut Mont Group for Instance

• Main Authors: LAI,UI-TSU, 賴瑞竹
• Other Authors: HSIAO,HSIANG-WEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4n38ex

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 106 === A lot of cases had proved that the promotion and operation of public service is helpful to enhance the image of the enterprise and increase the competitive advantage of the market, so it has become one of the hot marketing management issues. This study takes x culture group in China for instance, combing the strategic planning and actual operation of the enterprise, in order to find out how the enterprise actually conducts public service marketing and what the possible influencing factors are when it is carried out. We used the key factor analysis theory as the main axis of analysis. We found that corporate public service is indeed helpful to promote the development of the market operation and become an effective tool for the management of marketing, especially in marketing issues and object setting, marketing field and scope confirmation, marketing implementation. The important factors that can help the successful operation and promotion of enterprise public service marketing include green consumption, environmental protection, globalization, internationalization, localization, geochemistry, strategic alliance, social capital, marketing packaging, professional certification and so on. The entrepreneurs must be based on different space-time environment. Flexible adjustment with market dynamics can improve the purpose of corporate public marketing.